British Heart Foundation - Yoobot

Currently one in three UK children are obese or overweight and if this trend continues, it is predicted that 90 per cent of today's children will be by 2050.

British Heart Foundation – Yoobot

Peter Zezulka - Grey London

Introduction

Children don't always do what they're told… This paper demonstrates how a radical change of approach from 'telling' to 'playing' helped the British Heart Foundation to make inroads into the UK's obesity epidemic, which is a looming threat to the future health of today's children.

The paper shows how, by leaving children to play and discover, their interest in, and understanding of, the consequences of healthy eating improved dramatically, resulting in a significant change in eating patterns.

Moreover, by tackling children at precisely the moment they begin to make...

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