2022 Winners & Shortlists

KEEP AN EYE ON WHAT I EAT

BrandGULF HEALTH COUNCIL
Product/ServiceCHILDREN’S NUTRITION AWARENESS
EntrantGULF HEALTH COUNCIL Riyadh, SAUDI ARABIA
CategoryCorporate Purpose & Social Responsibility
Idea Creation HABBAR ADVERTISING CO. Riyadh, SAUDI ARABIA

Why is this work relevant for Creative Strategy?

This campaign is relevant to creative strategy because it uses children as messengers to communicate with parents about what might be a very sensitive topic to them. The communication of the campaign offers parents validation in their care and love while educating them on how to provide better nutrition for their children.

Background

Situation: Parents always want what is best for their children and proper nutrition sits at the top of their concerns. Today however, unhealthy food options have become the norm and many parents go with those options not knowing how damaging they can be to their children’s health. Brief: The Gulf Health Council wanted to send a message to parents and educate them on how to improve their children’s nutrition in a way that wouldn’t make them feel offended or become defensive and help them teach children the importance of self monitoring and control. Objectives: The objective was to spread awareness among parents about the importance of children’s nutrition while simultaneously changing their behavior by educating them on how to provide healthier food and teach their children positive habits that help them avoid unhealthy food.

The Interpretation of the Challenge (30% of vote)

The challenge was to find a way to communicate with parent without making them feel bad about how they feed their children because that will make them defensive and unrecptive to messages.

The Insight / Breakthrough Thinking (30% of vote)

According to Unicef, 38 million children under the age of 5 suffer from being overweight because of the abundance of processed food that is high in fat, sugar and salt in their typical diets. These numbers show that it was very important to target the decision makers in their diet, the parents, in order to improve it.

The Creative Idea (20% of vote)

The Council launched a video with a full cast of children where they sit around a table and discuss things that don’t make sense about their nutrition to send a message to parents. The video ended with validation for the parents’ love and care and asking them in a positive tone to help keep an eye on what children eat. After the video was launched the campaign continued on social media where a steady stream of educational content was released.

The Outcome / Results (20% of vote)

After launch, research was conducted on 956 parents and 1310 children and the 22000 interactions the campaign generated were analyzed. It found that the campaign had a positive impact on parents and children with an average of 31% generally, 32% in knowing allowed daily sugar intake and which food contains it, 31% in gaining skills in making children participate in healthy food preparation, 56% improvement in use of self monitoring techniques in children, 43% in adoption of a diet that doesn’t exceed daily calorie need.

Please tell us how the brand purpose inspired the work

The brand relies entirely on daily fresh meat not frozen, their problem with starting this product was that they didn't want the labeled products so their delay didn't stop them from starting it so the idea

Credits

Name Company Role
abdullah alosailan alosailan Habbar account manager
Hassan Al Ansari Habbar copywriter
talal alnomair Habbar copywriter
ghada Alosaimi Habbar lead of the team
Links
Video URL