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From real world to the digital A Humana Games for Health Initiative

Horsepower Challenge

Paul Puopolo, Consumer InnovationEngagement . Entertainment . Change

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Humana is creating ways for people of all ages to reach new levels of health and well-being through the use of

games and entertainment.

Program Vision

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What are we doing?

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1. Preventative Health

2. Disease Management

3. Social Well-being

Our Approach

HG4H

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To study the positive health influences of a pervasive game in school-aged children.Launched at five Louisville middle schools on March 31st. Challenge ran through April 30th 2008.Humana purchased equipment; kicked-off pilot with a school-wide rallyHumana’s consumer research team completing assessment of attitudinal surveys, results to be compiled in late May 2008.

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Participating Schools:Frost MiddleMeyzeek MiddleNoe Middle St. AlbertSt. Athanasius

20 6th Graders from each Middle School

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Data Access PointAutomatically uploads- activity data from ActiPed

wireless

ActiPedWithin 300 Feet of Enterprise Enterprise - Remote Access Point

Located in the School

8Data as of April 30, 2008

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Students get a brief History lesson

during the race as they pass key

landmarks!

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School step goals will

allow for the purchase of bus

accessories.

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Each student will get a horse that will ride inside

their school’s school bus.

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Each student will be able to see the number

of steps they have taken each day.

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The more steps that you take the more

accessories you will be able to buy for your

horse.

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Horsepower Objectives

To influence/encourage activity

To create a change in behavior inside and outside of school

To create a game that is “cool”, fun and engaging

To educate through game use

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Horsepower Observation Highlights

87% reported that they liked changing their horse

95% of the students said the Horse Power Challenge was a lot of fun

40% reported that they learned a lot of new things about the places around the world because of the challenge

62% reported that they exercised more during recess because of the challenge

83% of the students said they were active during the Horse Power Challenge

53% of the students reported that they exercised with their family

45% reported that they started eating healthier during the challenge

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Horsepower Measurements

Week 2: Spring Break

Horspepower Challenge Steps Per Week (All Schools)

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

BaselineTotal

Week 1Total

Week 2Total

Week 3Total

Week 4Total

Step

s

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Horsepower Measurements

01,000,0002,000,0003,000,0004,000,000

FROSTMEYZE

EK

NOEST A

LBERT

ST ATH

ANASIUS

Step

s

13% total increase

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0

300,000

600,000

900,000

1,200,000

1,500,000

Baseline Week 1 Week 2 Week 3 Week 4

Weeks

Step

s

St Athanasius

St Albert

Noe

Meyzeek

Frost

Horsepower Measurements

Step trend

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Horsepower Measurements

Frost – 1,005 milesNoe – 1,426 miles

St. Albert – 1,430 miles

St. Athanasius – 1,480 miles

Meyzeek – 1,023 milesNova Scotia

Crystal City, TX

Tombstone, AZ

Tooele, UT

Butte, MT

Collectively the 5 schools walked 6,364 miles or the roundtrip distance between Anchorage, AK and Louisville, KY

Total miles walked…

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Horsepower Measurements

0

400,000

800,000

1,200,000

1,600,000

BaselineTotal

Week 1Total

Week 2Total

Week 3Total

Week 4Total

FROST MEYZEEK NOE ST ALBERT ST ATHANASIUS

Weekly steps per school

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Horsepower Reporting

0 10 20 30 40 50 60 70 80 90 100

Get More Steps

Be Healthier

School Could Win

Upgrade Their Horse

Prize

Upgrade Their Bus

Driv

er

Students

Motivational drivers

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Horsepower Reporting

“I think the Horsepower Challenge is a terrific idea

because it lets people know how active they are and what you can

do to be more active.”

3amigos, St. AthanasiusWeek #1

“The Actiped is awesome and I love the challenge. It will definitely help kids get

fit.”

Iheartryan, St. AthanasiusWeek #1

Horsepower student comments

“I really love this whole challenge. It gets kids like me

excited about being fit and helping others to achieve this goal.”

Ejjans01, MeyzeekWeek #1

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Horsepower Reporting

“They are excited about counting their steps. They

want to win the Horsepower Challenge.”

St. Athanasius teacher

“I believe it encouraged them to exercise more.”

Frost teacher

“I think it is a wonderful program that encourages activity in a fun way.”

St. Albert parent

“We like to ask her how many steps she

has taken and we are often amazed at

the answer!”

Noe parent

Horsepower teachers & parent quotes

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Horsepower Observations

Participants are teaming up with classmates

Some students are standing and stepping during class

Students are walking during recess

Teachers are getting involved

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Horsepower Next Steps

Complete post challenge interviews and qualitative assessment

Collect and assess user feedback

Refine game

Determine rollout options and versions

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Questions?