safefood: Reaching the unreachable. Convincing the inconvincible. Persuading all sexually active women, not just those planning a family, to take folic acid daily.

This case study describes how safefood, a public food safety and healthy eating body in Ireland, changed the conversation around the use of folic acid with a digital, educational campaign.

safefood: Reaching the unreachable. Convincing the inconvincible. Persuading all sexually active women, not just those planning a family, to take folic acid daily.

Agencies: McCannBlue and Mindshare

Introduction & Background

In 2015, safefood were tasked with encouraging women across the island of Ireland to take folic acid supplements, in order to help prevent Neural Tube Defects (NTDs) in new-born babies. NTDs are severe abnormalities of the central nervous system that develop in babies during the first weeks of pregnancy. The most common of these is spina bifida (meaning split spine), the effects are illustrated in Figure 1.

Ireland has one...

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