Kellogg´s Optivita wanted to give people with high cholesterol a place to go that offered help to cracking their problem. We created a fictional destination: Optivita Village is a virtual idyllic country hamlet, where users can find different ways to tackle cholesterol, icluding recipes, information, exercise and community chat. New levels of interactivity and user-generated content really separates this site from the competition. The site has had 37,000 visitors since it went online in December ´08, 33,000 of these were unique visitors and there have been 100,000 page views.