Goals and objectives
The Norwegian Directorate of Health aimed to encourage Norwegians to take greater control of their health and adopt sustainable lifestyle changes.
Recognizing that many individuals are resistant to being told how to live—especially by government authorities—the campaign needed to connect with the audience in a way that felt natural, engaging, and relatable.
The goal was to increase time spent with health-related content, prompt self-reflection, and motivate viewers to make small, achievable changes in their daily routines. To meet these objectives, the campaign launched Another Ball Game, a documentary-style reality series produced for VGTV. The series followed real people making realistic lifestyle adjustments, emphasizing authenticity and emotional connection. Key performance indicators (KPIs) focused on watch time, engagement, and inspiration.
Surprising Insights
One of the most surprising outcomes was the extent to which the campaign resonated emotionally with viewers. The format’s authenticity led to strong viewer identification with participants, which in turn increased motivation to implement lifestyle changes. Additionally, the campaign fostered internal pride and elevated the profile of Healthy Living Centers, positioning them as accessible and effective resources for sustainable health transformation.