carrot

Knowledge Translation

1. Society of Behavioral Medicine 2017 Conference (San Diego, CA)

Title: Uptake of an incentive-based mHealth application for the primary prevention of chronic disease: Process evaluation of the Carrot Rewards app

2. Canadian Public Health Association (Halifax, NS)

Title: Promoting financial literacy using incentive-based mHealth application

3. Canadian Public Health Association (Halifax, NS)

Title: Promoting flu shot awareness and accessibility using an incentive-based mHealth application in BC, Canada

4. International Society of Behavioral Nutrition and Physical Activity (Victoria, BC)

Title: Effectiveness of an incentive-based mHealth intervention to increase physical activity: A prospective cohort analysis of the Carrot Rewards application

Results

Partners

Empirical data show improvements in health knowledge and self-reported health behaviours.

Carrot Rewards appears to stimulate and sustain walking for more than 6 months (theoretical threshold for behaviour "maintenance").

• Total sample walked up to 8% more (vs. baseline) over 8 months.
• Lower active sample walked up to 34% more (vs. baseline) over 8 months

Carrot Insights - funding recipient, coordination of project

Loyalty point providers - providers of rewards

Participating provinces and territories - primary funders, leverage platform for health promotion initiatives

Diabetes Canada, Heart and Stroke Foundation, YMCA Canada - members of National Steering Group, guidance on platform health content

BC Alliance for Healthy Living - management of agreement between Carrot Insights and BC

UBC - project evaluation

PHAC - financial contribution of $5 million over 4 years

Findings from health and demographic survey:

• Screen time: 48% 2+ hours during free time
• Sleep: 56% "problems" 2+ nights per week
• Smoking: 8% smokers ready to quit
• Household income: 25% < $40K
• Employment: 11% no job or unable to work

Carrot Rewards

Carrot Rewards is an incentive-based initiative supported by leading edge technology that aims to reward Canadians with popular loyalty points for participating in healthy living activities to reduce the risk of developing chronic disease.

How Does it Work?

Reach

British Columbia

registered users - 101,030

valid users - 91,238

The use of incentives can be used to reinforce a positive change in health behaviours.

Individuals tend to over-emphasize the present "cost" of health behaviours and disregard the potential long-term health benefits. A financial incentive acts as an immediate reward tied to the behaviour.

Small incentives may be just as effective as larger ones at encouraging change. In the case of loyalty points, the perceived value may be inflated due to not knowing the true worth of a single point.

Newfoundland & Labrador

registered users - 23,222

valid users - 21,566

Total

registered users -

216,502

valid users -

199,466

4. Referral

Users can invite friends to download the app.

For every friend who creates an account, the user receives 100 points.

Ontario

registered users - 92,250

valid users - 86,662

REACH

3. Pilot Programs

1. Quizzes

New Year's Resolution (BC): promote and educate users on SMART goal setting

• users were encourages to share their goals on Facebook
• users were more likely to complete a goal focused on healthy eating

Energy Efficiency - Natural Resources Canada (BC & NL): promote awareness and understanding of energy efficient resources and fuel efficiency

• 58,000+ video views
• 27% increase in awareness of ENERGY STAR

2. STEPS

Flu Campaign (BC): promote flu shot awareness (i.e. clinic locations) and accessibility (i.e. clinic visits)

• users rewarded for viewing in-app flu shot clinic map & speaking to pharmacists about flu shot
• 107 users spoke to pharmacist; 38 users received flu shot

Aim is to increase knowledge on healthy eating and physical activity.

App tracks steps for 2 weeks to create a baseline mean for daily steps value.

An individualized daily goal is created (baseline + 20%).

Users earn points for reaching their daily step goal.