Challenge

How can we encourage children to eat healthily?

According to the WHO European Initiative (COSI), about 1 in 5 primary school-aged children in Ukraine is overweight or obese. This statistic, which is taken into account by UNICEF in its programs, indicates a systemic issue in the development of healthy eating habits among children. Junk food often gradually becomes the basis of the diet, while healthy food is perceived as less appealing. The choices we make every day in the store / in the kitchen / at the table shape not only the contents of our basket, but also the future of our children.

Idea

Turn healthy eating into a game and an adventure.

Inspired by children’s playful spirit, we created a communication campaign for UNICEF in which healthy eating is no longer a boring obligation but an exciting adventure. The key message of the campaign was a simple and universal statement: “What’s inside matters.” We brought it to life through interactive formats: - the “Map of Tasty Adventures” quest featuring large-scale food installations at the Expocenter of Ukraine; - a scratch card (online and offline) with 52 healthy habits and a chatbot offering tips and personalized tasks; - social media challenges with influencers; - a masterclass by Yevhen Klopotenko for the most active participants; - a series of audio and video clips that clearly and accessibly explain the key ideas of the campaign.

Credits
& Outcome

The campaign achieved a unique reach of nearly 7.5 million
Engagement reached 220,000
The YouTube video gained 2.8 million views
123,897 unique Spotify users listened to the audio spot
2,000+ teenagers took part in the quest at the Expocenter of Ukraine.

Art Director: Olena Horobets
Creative Copywriter: Anastasiia Russu
PR Manager: Sofia Mazur
SMM Manager: Olena Kliuchnykova
Project Manager: Olena Poliakhova