My Health for Life (MH4L) is a free program funded by Health & Wellbeing Queensland. It is designed to help people reduce their risk of chronic conditions through sustainable changes to diet and lifestyle. After completing a quick online Health Check, eligible participants are invited to access a personalised 6-session course, led by a professional Health Coach.

 Research revealed four key audience segments, each with unique barriers. Campaign executions were tailored to these segments, using video and static stories that reflected real behaviours and habits.

By adopting a segmentation model rather than a generic, homogenous approach, the campaign enabled people to recognise themselves and their challenges – and take the first step towards health and wellbeing support. Since launch, participation in MH4L has doubled.