British Heart Foundation – Yoobot
Peter Zezulka - Grey London
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 independent choices, the BHF have used a small budget incredibly efficiently, setting in place a generation's lifelong eating patterns.