Campaign details

Brand: Change4Life
Client: Public Health England
Agency: M&C Saatchi

Exec summary

This paper describes working on the same problem for over a decade.

A particularly tricky problem at that. Involving kids, what they eat, how they live, how many of them might grow up to be obese and how they and their parents can be persuaded to avoid this.

Don't be fooled for a moment by the bright colours, cheerful cartoon humour, general naivety, lightness of touch and easy logic.

Particularly the easy logic.

These have all been carefully curated to bring parents and kids onside. The easiness of the solution belies the difficulty of the problem at hand.

Everything you're about to see, from the plasticine dog to the wonky text is the way it is to help undo difficulty.

We'll take you through some of the bumps in the road and how we've overcome them.