Fighting the killer vegetables
In England, the agency Adam&EveDDB has come up with an interesting way to get kids excited about vegetables.
"Eat them to defeat them" is the claim of the new campaign launched last week by the organization Veg Power and the TV channel ITV. The initiative, which aims to boost vegetable consumption, is also supported by numerous retailers and supermarket chains. The initiative was triggered by the fact that most children on the island eat far too few vegetables - even though they are healthy and beneficial for their development.
The idea that Adam&EveDDB has developed is certainly novel in this context: vegetables are not presented as good and positive, but as an evil that needs to be combated. By eating them. The idea may take some getting used to and probably have limited success - but the implementation is quite successful.
