A comic figure for all generations

Since 2007, Health Promotion Switzerland has been running a long-term campaign to reduce the body weight of Swiss children to an ideal and, above all, healthy level. The strategy for the 2007/2008 phase was to raise awareness. The aim was to raise awareness: "Every 5th child is too fat." In the second phase in 2009/2010, the declared aim was to motivate children to take more exercise and eat a balanced diet. In the last two years, ideas from the Jung von Matt/Limmat creation were on display. The campaign has now been re-tendered in a pitch for the coming year. Six agencies were allowed to take part. After two rounds, Numéro 10 in Bern won the "big" contract. A few adjustments were made to the briefing, which had to bring together the professional views of various organizations under a common umbrella campaign, before the final spurt. For the continuation of the campaign, the human aspects are to be given even greater consideration. Gilles Aeby from Numéro 10 translates this as "more face". Following on from the previous education, which was based on symbolic language, the aim is now to encourage healthy living through an identification figure. Aeby, who himself has two children aged 11 and 12, knows that they are almost addicted to comics. These also work for the second target group of young parents. With a "mischievous boy" as the main character throughout, the new campaign does not rely on a warning finger, but on tips conveyed in a friendly way. A little sin at mealtimes and on the PlayStation is perfectly acceptable - as long as they also play outside and eat enough fruit every day. With a comic figure instead of photos, the campaign relies on a visual language that is universal and therefore also understood by foreign children in our country. pan