Taking on childhood obesity

Empowering parents to prevent the inevitable.

1 in 4 children in Ireland are overweight or obese, which means they've a higher risk of developing serious illnesses such as Type 2 diabetes, heart disease, stroke and certain types of cancer.

Threatening parents about the seriousness of this issue was not going to get results. That would simply switch them off. Instead our idea gave them small, achievable steps to take to tackle a seemingly impossible problem.

A multimedia strategy drove awareness on television, radio and outdoor, while we created an online conversation with #bringbackplay using social and video content that supported parents, driving them to the safefood website where they would find useful help and advice.

The message is getting through, with 78% of parents feeling motivated to think differently about managing childhood obesity.