U.K. Insurer Says, 'Help Yourself'

PruHealth Teams With JCDecaux Innovate to Dispense Free Goodies With a Message

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Health-insurance company PruHealth was keen to communicate how a combination of eating fruit and exercising can lower health coverage -- but without resorting to preaching. So PruHealth teamed up with JCDecaux Innovate to create a bespoke outdoor campaign in key London areas.

Huge glass-sided billboard units were created to look like vending machines and filled with either branded tennis balls or branded oranges. Passers-by could reach into the delivery tray and take one of the items home with them. The dispensers, which carried the message "Help yourself," were replenished every two hours. More than 6,000 branded oranges and tennis balls were dispensed for free during the two-week campaign.

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