For many Kiwi kids, being active outside can come at the cost of a broken arm. But, in a new initiative by Anchor and Colenso BBDO, the fun doesn't have to be over. By continuing to place a focus on strength, the dairy brand is encouraging kids with broken bones to display their break with an 'X-Ray cast' and ‘Go Strong’ with free milk.
To promote Anchor Calci-plus milk and the calcium and vitamin D Anchor says the milk provides to help keep bones strong, the dairy brand is inviting kids to decorate the cast of their broken bones with an image of the break beneath.
Anchor X-Ray Casts are giving kids with broken bones free Anchor milk*. Watch the instructions below to see how easy and fun it is to apply. Heal Strong kids! Get your X-Ray Cast here: www.xraycast.co.nz #xraycast #healstrongPosted by Anchor NZ on Wednesday, 30 March 2016
X-rays can be uploaded to the campaign website for Anchor to transform into a sticker or kids can have a pre-prepared Anchor X-ray.
Since its launch on 21 March, it has drawn a great deal of attention on social media, with many parents commenting about wanting one for their kids.
The X-ray cast initiative is part of the wider 'Go Strong' campaign launched earlier this year, which aims to show the nutritional benefits dairy can provide as building blocks for the strength needed to give things a go and achieve goals to your full potential, whether they be mental, emotional or physical.
Breaking a bone is a tough time for kids and the X-ray cast encourages them to 'Go Strong' emotionally with a cool cast as well as with the right kind of nutritional support.
Colenso BBDO creative director Dave Brady says it’s important to get kids out there testing limits but sometimes they can fall and break something.
"And for a brand like Anchor to help them get back on their feet and have some fun healing is fantastic. It’s given us the opportunity to demonstrate the core belief of the 'Go Strong' platform and allowed us to do a bit of education on the importance of getting our kids the calcium and nutrients they need to grow strong and healthy in a very cool way.”
The agency's research prior to the launch found around two thirds of Kiwi kids weren't consuming enough calcium, and every year 10,000 kids in New Zealand break their arms according to international group business director Rachel Morgan.
"Getting a cast is a rite of passage for many New Zealand kids and a badge of pride in the playground that says you’ve pushed it past the limits and toughed it through. It’s pretty cool. So we thought, 'what if your cast could also show your actual break?'. And also enable you to get free calcium rich milk for the time it takes to heal."
As well as the Anchor X-Ray cast sticker and application instructions, applicants will receive a book of six vouchers (each valid for one two litre bottle of Anchor Calci-plus milk).
Those in the North Island will also receive a barcode on the sticker which, when scanned at Pak’nSave and New World checkouts, will give the applicant a “heal strong” message.
Fonterra brands director marketing Clare Morgan says the X-ray cast is exciting because it's "innovative and different".
"In this day and age engaging with consumers all the way through from digital and social to above and below the line but also in the shopper space is absolutely critical. Go Strong is the platform for Anchor but we also need to deliver as marketers in doing things that are innovative and challenging boundaries. That’s what this programme is all about.”
X-ray cast is also supported by two competitions, one to win a year’s supply of milk and the other to win a month’s supply.
To enter, applicants must upload a picture of their X-ray cast, with '#xraycast' as a comment, under the specific promotion post on Anchor’s New Zealand Facebook page. The two winners will be drawn on 29 July.
Applicants will be able to get a decorative sticker pack until 1 August or until they have run out.