‘Persistence Pays Off’: Scholz & Friends Encourages Germans to Beat Obesity with AOK 66-Day Challenge

Creative agency Scholz & Friends has launched a new ad platform for the German health insurance provider AOK, called ‘Persistence Pays Off’, motivating the audience to stay active against the risk of being overweight.

This is a continuation of their previous collaboration addressing health topics. Other campaigns focused on cancer prevention, exercise, and back health.

More people in Germany are now overweight than of normal weight – 67% of men and 54% of women, according to the Robert Koch Institute. The health consequences and also the socio-economic impacts are significant, according to the World Obesity Atlas 2023.

The campaign aims to support people in breaking unhealthy routines, establishing healthy habits, and thus reducing their weight over the long term. The core of the campaign platform is the ‘AOK 66-Day Challenge’. Its foundation is the scientific finding that it takes an average of 66 days to turn a new behaviour into a habit, shown by the European Journal of Social Psychology.

There are five challenges: "Drink Less Sugar", "Eat More Vitamins", "Avoid Constant Snacking", "Get Fit with Every Step", and "Challenge Yourself Sportingly". They combine practical advice on nutrition and activity with reflection guides and motivating elements. The focus is on the positive and everyday effects, such as increased energy levels and enhanced well-being. A multidisciplinary team of experts developed the ‘AOK 66-Day Challenge’.

Felix Kellndorfer, managing director of market and products at AOK, said, “Overweight is an increasingly pressing issue for our healthcare system. Many affected individuals want to achieve a healthier weight, but often they fail due to the ‘diet jungle’ and unrealistic promises and expectations. However, losing weight takes time. There is no single tip that works for everyone. That is why, together with Scholz & Friends, we are committed to a holistic approach that equally considers diet, exercise, and motivation.”