NHS Choices invite parents to go head to head in new online game
NHS Choices, the UK’s largest health information website, is promoting its information service for expectant and new parents by launching a new online game, which pits gender against gender and generation against generation in head to head battles to find out just who has the best parenting knowledge.
The Information Service for Parents is a text and email-based service, which encourages users to provide the details of their baby’s due date or birth date during the sign up process, which the service then uses to dispense time sensitive information about the on-going growth and development of their new born baby.
To encourage more sign-ups to the information service NHS Choices approached London-based digital agency ArtScience, which suggested ‘gamifying’ the service’s social media presence to take users and potential users on an interactive journey from pregnancy to birth and right on through to 18 months of age.
ArtScience, founded in 2000 by Douglas Coates and Peter Rope, created the gaming experience, which includes a mixture of engaging and timely questions, some based around its online video content to ultimately decide who knows the most about good parenting.
Developers at ArtScience created the game using DHTML and had to ensure that it appealed to and was accessible to a very broad social demographic across multiple platforms. Social functionality is fully integrated into the game, encouraging users to share their scores, successes and failures to promote further interaction.
Dan Worrell, managing director at ArtScience, said: “We were approached by NHS Choices and decided that by gamifying the service we could create the most engaging way to encourage expectant parents to sign up to this great service. Anyone who has or is expecting children will know there is always lots of advice that comes your way, but what is good advice and what isn’t? We believe that encouraging parents to get involved with the information service will help parents to decide in a fun and engaging way.”
ArtScience has been at the cutting edge of digital innovation for 15 years and has created work for clients such as Talk Talk, Freeview, CNN, Fosters and Pepsico.
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