The challenge – create the debate around childhood obesity.
The strategy – for adults make them look bad and feel guilty; for children make it personal and local; appeal to their heart and their head.

An integrated programme of activity touching government ministers and broadcasters began, using directly and strategically placed outdoor activity, reaching key geographies and demographics, sparking the debate.

The campaign was driven online and in schools through providing materials and plans to host conversations around the issue and education on healthy eating. Overall the results speak for themselves. Incidentally the poster was described by the Guardian media correspondent as “The Perfect Poster”.

Awards include:

• Epica
• Design Week
• Campaign Poster