In 2014, John Brown Media SA was asked to shift Discovery’s popular member magazine onto a digital platform, giving South Africans compelling reasons to engage with the content online, at any time. Members no longer had to wait for a magazine to land in their postboxes, and non-Discovery members were given a chance to engage with the relevant, credible content too.
DiscoveryForMe, an online portal for health and wellness content, was launched – the reader’s first step towards a healthy, happy, financially secure life. Packed with expert tips, readers’ own success stories and inspirational advice from iconic South African health and sports personalities, it empowered and motivated readers to take control of their wellbeing, giving them the tools to achieve their goals.
Making complex medical and lifestyle topics accessible and frequently making use of multimedia to tell stories where words fail to do so was key to the strategy
John Brown’s team of expert health professionals and SA’s best writers in the field compiled original, up-to-date content throughout the year, with the mission to encourage healthy living through motivational and well-researched health and wellness advice.
Making complex medical and lifestyle topics accessible and frequently making use of multimedia to tell stories where words fail to do so was key to the strategy. From animated infographics to video produced by award-winning director-videographer teams, visual narrative conveyed the Discovery brand ideals. A holistic content hub approach allowed the content to be used on social, digital and mobile platforms, including the DiscoveryForMe newsletter, sent to 1.2 million Discovery members every six weeks.
“The decision to go 100% online means we’re able to communicate with our members faster, more reliably, and in a more personalised way. We really appreciate being able to have conversations with them on health and wellness issues.”
Head of Corporate Marketing and Reputation Management: Discovery Health