safefood has launched a new campaign across OOH, TV, VOD, cinema, radio, digital and social as part of the latest phase of their START initiative, aiming to reduce the number of treats Irish children are eating which in some cases make up 20% or more of their daily food intake.
Research from safefood found that sugary treats have gone from an occasional indulgence to an everyday norm. Currently, 1 in 4 children on the Island of Ireland is obese or overweight and one of the potential risk factors for obesity is the regular, over consumption of unhealthy, energy-dense foods.
The campaign, ‘It Takes a Hero to be the Bad Guy’, communicates to parents that being the hero in the long run when it comes to their children’s health means embracing being the bad guy in the short run and saying ‘No’ to treats.
Speaking about the campaign Abi Moran, CEO from JWT Folk added: ‘From a parent’s point of view, it’s not easy to say ‘no’ to a child’s request for treats. This isn’t a blame game against parents – these habits have become the norm, we’re all guilty of it and we’re talking to parents because we know how pressured they feel into caving in, but it’s ok to say no and this fun, creative campaign will encourage and give parents the strength to do so. It’s very much about being a hero and a villain and while we understand that kids won’t understand the hero argument here and now, you can guarantee they’ll be thankful for it in years to come’.
Dr. Aileen McGloin, Director of Marketing and Communications with safefood, added ‘Parents told us that reducing the amount of treats they give their children is one of the most challenging behaviours to change. We used a co-creation approach to ensure that our target audience was at the heart of our communications, alongside the Behaviour Change Wheel from University College London to make sure our creative strategy was robust. We are appealing to a parent’s valued identity as a protector and giving them a way to feel good about saying no, instead of feeling like the bad guy’.
Agency: JWT Folk
Creative Partner: Karl Waters
Creative Director: Keith Lawler
Dean Ryan – Art Director
Ciaran O’Suilleabhain – Copywriter
Julie Murray – Strategic Planning Director
Derwin Myers – Strategic Planner
Laura Kelly – Client Service Director
Trevi Donegan – Account Director
Mathilde Paus – Account Manager
Adam Lawlor – Account Executive
Sorcha Kelly – Social and Content Executive
Michael Cullen – Broadcast Director
Lily O’Gorman – Producer
Eric Brindley – Producer
Director: Brian Durnin
Production Company: Red Rage
Photography: Leo Byrne
Media Agency: PHD and Spark