Food4Thought
- At the current rate, by 2020, half of UK children could be overweight or obese.
- About half of overweight school-age children will become overweight adults.
- Eating a diet low in saturated fat and salt, and high in fresh fruit and vegetables is a great way to keep your heart healthy.
Food4Thought
Overweight children are 50% more likely to become overweight adults, and obesity is a major risk factor for heart disease. The BHF’s successful Food4Thought campaign tackled the ticking time-bomb of childhood obesity, making a significant contribution to our long-term aim of reducing heart disease.
Action
The campaign, launched in November 2005, pioneered a new approach to childhood obesity by targeting the children themselves, in addition to their parents. It encouraged them to think about how food affects their health and motivated them to take responsibility for their own diet. It also challenged parents, schools, the food industry and government to play a part in helping children make the healthy choice.
The campaign was launched with thousands of posters showing images of the real ingredients of burgers, hot dogs and chicken nuggets, partially obscured with ‘censored’ strips. These posters were supported by a radio competition and ads on popular websites, as well as an innovative roadshow in 13 major cities across the country.
The shocking results of a BHF survey, including the fact that one in three children did not know what chips were made of, captured the attention of the national media. This powerful news story, together with the highly engaging ads, ensured that children and their parents were aware of the message encouraging them to find out more about what they are eating.
Policy makers were encouraged to sit up and take notice as TV presenter Gabby Logan delivered a ‘policy pizza’ to Number 10, outlining our calls for action from all sectors including government and industry. Children interacted with the campaign through the Food4Thought website at bhf.org.uk/food, designed to engage and inform them about food, including a virtual reality game, BeatCity, which encouraged children to get up close and personal with the ads.
Free teacher’s packs in the form of a pizza box – containing lesson plans and food-shaped teaching aids – were requested by 3,000 schools. The combination of school, home and playground activities – stimulated by the huge ‘censored’ posters – were a potent mix for 600,000 11 and 12 year olds.
Impact
The campaign was an unprecedented success. The website received 39,000 hits on launch day, building to 280,000 in the first month. And 91% of children surveyed said it made them want to do more to keep healthy.
"The kids loved it …they’ve really taken it on board and they’ve really been excited by it."
Head of PSHE and Healthy Schools Coordinator, Southlands High School
And it wasn’t just the kids who took it on board. Media coverage was unparalleled, with virtually every mainstream TV and radio news channel picking up the story, over 500 articles in national and regional newspapers and 9,200 global mentions online.
The campaign was remembered by 85% of MPs. Over 120 MPs signed a motion calling for a ban on junk food ads targeted at children and for the teaching of practical cooking skills in schools along with more healthy food options. The website still attracts thousands of visitors every month.
Next steps
The work in schools and lobbying government and industry continues. Meetings have been set up with food industry leaders, and the Department of Health has invited the BHF to help frame their own strategy to tackle obesity.
Teachers played a vital role in Food4Thought and the BHF hopes to keep them involved in further campaigns aimed at children. A second Food4Thought campaign is being planned for the next intake of Year 7 secondary school pupils.