Safefood has new ads across out of home, TV, VOD, cinema, radio, digital and social as part of their Start initiative, aimed at reducing the number of treats Irish children are eating which in some cases make up a fifth or more of their daily food intake. Research found that sugary treats have gone from an occasional indulgence to an everyday norm.
Currently, one in four Irish children is obese or overweight and one of the potential risk factors for obesity is the regular, over consumption of unhealthy, energy-dense foods. ‘It Takes a Hero to be the Bad Guy’ tells parents that being the hero in the long run when it comes to their children’s health means being the bad guy in the short run.
It means saying no to treats.
Speaking about the campaign, Abi Moran, CEO, JWT Folk, said that from a parent’s point of view, it is not easy to say no to a child’s request for treats. It is not a blame game against parents – these habits have become the norm, many people are guilty of it and the ads warn parents because it is well known how pressured they feel into caving in.
“But it’s ok to say no,” Moran added, “and this campaign encourages and gives 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.” The TV ad was made by Red Rage with Brian Durnin directing.
Media buying and planning was by PHD and Spark Foundry.
