Nederlandse Spoorwegen - Interactive programme
Tuesday 19 January 2010
NS (Dutch Railways) – A Healthier Person
To force back absenteeism due to illness and stress, the NS (Dutch Railways) wants to encourage its staff to opt for a healthier lifestyle. To that end, an advanced, interactive online platform was created which focuses on the following factors: exercise, smoking, alcohol, food and relaxation. Meeting various health criteria is encouraged and rewarded with savings points that can be redeemed online for gifts. Rewards are given both for taking the initiative and actually reaching the goals.
The monthly statement e-mail that has been developed for this programme shows a specification of the points that have been posted and the current points balance. The e-mail also keeps the participants updated about activities, campaigns, tips and other information about the programme. The latest news and the best tips are also forwarded through RSS feeds. If a participant has not earned any points during the previous month, a text block is included in the e-mail to enthuse him or her to actively participate in tje programme.
The NS (Dutch Railways) itself can post newsletters using the CMS. On the login page and at various web locations that the NS staff frequently view, a news channel can be opened where these messages are automatically published.
Participants can register on the online platform for the healthier lifestyle activities that are offered. They are given the opportunity to place and assess tips through an online healthier lifestyle forum (known as BRAVO) that has been especially developed for this programme. These tips also encourage active participation in the programme and a healthier lifestyle.
The programme uses the Survey/quiz module as a simple learning instrument for assessing knowledge and posing questions about the healthier lifestyle factors. The participants earn points by answering the questions properly.
When developing the concept for this programme, Sparco cooperated with advertising firm Ogilvy.
