Food related ill-health is now the biggest cause of preventable illness and death with one-in-five children in Ireland either living with overweight or obesity. It’s a huge problem that requires a solution. ‘Building a Healthier Food Environment’ is a new campaign for Safefood, developed and created by KICK, as part of a five year public health campaign aimed at protecting children’s health.
The campaign focuses on our food environment and the amount of unhealthy food and drink that surrounds all of us. From a child’s eye-view it is even more overwhelming, and, as a result expecting them to make a healthier choice is simply not possible. The powerful ad campaign shows a day in the life of a young child, depicting the unhealthy choices they’re faced with in a supermarket, a garage, a swimming pool and even a DIY store. The campaign poses the question “Ever wonder why it’s always at their eye level?”
According to Fiona Gilligan, Director of Communications, Safefood:
“This campaign marks a shift in public health campaigning on the island of Ireland in that it is a move away from personal responsibility towards a broader societal response. Expecting any of us to make a healthier choice is simply not possible in the face of constant advertising and promotion of unhealthy foods. We want to start the conversation about how we can create a healthier food environment. From our initial meeting with KICK, we have been impressed with their understanding of our brief, the insights and overall enthusiasm they have brought to the project.”
KICK’s John Breslin commented:
“It is always exciting and rewarding to be tasked with creating a campaign to bring about a societal change. The problem is complex so dealing with it was always going to need a holistic, solution-driven response. Through ongoing collaboration with Safefood, we’ve delivered a robust creative platform. The passion, enthusiasm and support that Safefood brought to the project was inspiring.”
For the campaign, KICK created TV, VOD, Out of Home, digital and social media assets.
