BHF - FOOD 4 THOUGHT by Bloc Media, Grey London for British Heart Foundation/ BHF

BHF - FOOD 4 THOUGHT

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market United Kingdom
Agency Bloc Media
Agency Grey London
Executive Creative Director Nils Leonard
Creative Director Dan Cole, Andy Garnett
Released January 2012

Credits & Description

Category: Promotional Item Design
Advertiser: THE BRITISH HEART FOUNDATION
Product/Service: CHARITY
Agency: GREY LONDON
Agency: BLOC MEDIA
Executive Creative Director: Nils Leonard (Grey London)
Creative Director: Dan Cole (Grey London)
Creative Director: Andy Garnett (Grey London)
Planner: Ollie Gilmore (Grey London)
Managing Partner: Annie Gallimore (Grey London)
Account Manager: Sophie Fredheim (Grey London)
Media placement: Vending machines in secondary schools - Various - 2nd January 2012
Describe the brief from the client
Childhood obesity is a serious issue for the UK. At least a third of our children are overweight. Inactivity, poor diet and being obese increase the risk of heart and circulatory disease, the UK’s single biggest killer. We needed to raise the awareness of the importance of healthy eating in C2DE children in their first year of secondary school, and affect their behaviour change towards healthier eating.
To do this, we needed to change the choice architecture around healthy foods, and positioning them as something they would potentially choose over junk foods.
Describe the challenges and key objectives
The key objectives were to:
• Raise awareness of the importance of healthy eating in the target audience at national and local levels.
• Affect behaviour change towards healthier eating in the target audience at the local level.
• Raise the profile of the BHF brand.
The BHF wanted to create an environment where schoolchildren were encouraged to take greater responsibility for their health, and to create an environment where bad food influences are minimised.
Describe how you arrived at the final design
Responsibility for design of the vending machines were done by schoolchildren, as this was a programme designed by children, for children.
Give some indication of how successful the outcome was in the market
• Over 30,000 children now have access to healthier snacks
• Initial research shows that less children are going offsite to eat unhealthy snacks and teachers are already integrating the machines in coursework.
• The findings show the machines make it easier to eat healthily during the day
• The majority are operating the machines at a profit, which goes back into the schools.
Food4Thought Vending Machines target the children when and where they’re most likely to snack on junk. It rewards children for getting involved and schools for taking part – all proof that it pays to eat healthy.