The British Heart Foundation – Yoobot: playing with obesity

Grey London


Childhood obesity rates in the UK are growing at an alarming rate and this increasingly threatens the future health of today's kids.

Anti-obesity campaigns previously focused on telling kids about what they can and can't eat.

This approach failed for two reasons.

Firstly, children know what is and isn't good for them. It just doesn't change what they eat. This is because children feel invincible when it comes to long-term health threats.

Secondly, being told is not how kids learn. They prefer to learn through exploration and play.

In order to let kids learn through play, we had to take a new approach to Planning: we had to shift from planning communications to planning play.