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Gauging age: Sovereign discovers the health age of Kiwis to push its insurance offer

Sovereign has launched a health age generator to promote its health insurance loyalty programme, which gives Kiwis an idea of their ‘health age’ as determined by their lifestyle choices. And to draw attention to the initiative it’s brought aboard a Weta visual effects artist to show the health age of three people with different lifestyles. 

The initiative was rolled out as part of Healthy by Sovereign, the insurer’s health insurance loyalty programme to reward people for their everyday health choices through a points system. 

The Health Age Generator, developed by Synergy Health Research, gives Kiwis the opportunity to see how their everyday behaviour can impact their wellbeing, according to a release.

As part of the campaign, Sovereign released videos to show how the generator works and enlisted the help of Weta Workshop visual effects artist Abi Taylor to show the ‘health age’ of three people from different walks of life.

The clip was made by Chemistry Interaction and Flying Fish production.

The generator analyses key physical, mental and behavioural components, according to a release. This information is used to calculate penalty years (indicating a negative health outlook compared to the norm), or bonus years (indicating a positive health outlook compared to the norm); to generate a personalised health report with recommendations on what steps can be taken to improve overall health.

A Sovereign release says the Health Age Generator is based on the national research findings of 1,200 Kiwis who took the survey, with two penalty years uncovered as the national average, for example, two years were added to the biological age of Kiwis.

On the extreme end of the spectrum, 20 penalty years were added, according to the release.

Sovereign chief marketing and strategy officer Chris Lamers says the Health Age Generator is about checking in on where people are at now with their health and being aware of the ways New Zealanders can take charge of their behaviour and lifestyle choices.

“Taking a temperature check on our health is really important; sometimes we don’t know what we’re doing wrong until something actually goes wrong. The Health Age Generator gives Kiwis a tool to draw a line in the sand on where they are at and for some people a much needed wakeup call.”

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