To make teachers, educators, family members and students of public and private schools aware of the importance of healthy eating in schools, the Brazilian Institute of Consumer Defense (Idec), together with ACT Health Promotion, Desiderata and FIAN Brasil, launched the campaign ‘Eat well at school. This is a lesson for life’.
Created and developed by the Repense agency, the campaign features a TV movie, digital strategy, programmatic media, action in streams (such as Netflix) and media out of home, issuing a warning about the consumption of ultra-processed foods and beverages by children and adolescents, considering their medium and long-term damage. The actions reinforce the role of the school environment as a space for the formation of adequate and healthy eating habits.
Several studies associate the consumption of ultra-processed products with the development of serious chronic diseases, such as diabetes, high blood pressure, depression and cancer. According to one of the most extensive studies carried out on the subject in Brazil, the Study of Cardiovascular Risks in Adolescents (ERICA), 9.6% of young people suffer from arterial hypertension. According to data from the Ministry of Health, almost 32% of children between 5 and 9 years old were overweight in 2020.
“It is urgent to make the entire school community aware of the risks associated with the consumption of ultra-processed foods and beverages in childhood. Children and adolescents are highly susceptible to the influence of the environment around them, which is why the school is such a critical space in the formation of eating habits. The campaign is important because it shows that this is a challenge that must be faced jointly by the school community and families”, says Giorgia Russo, Idec’s technical consultant.
Precisely because it is a medium and long-term issue, it appears that today’s children will be the most affected in the future. With that in mind, the entities and the agency used the school environment as the backdrop for the campaign, as it is the place where children spend most of their daily routine. In addition, the school also involves many actors, who can become agents of change in society, such as parents, teachers and everyone who is part of the school community.
In the 30-second video for open and closed TV, the narrative is led by a nutritionist who points to the importance of ensuring healthy food for children and adolescents, highlighting that the participation of all, including parents, family members and public agents, is essential to transform food, reaffirming that school is also a place to learn to eat well. Watch the full movie below.
“In addition to the film, all the fronts and channels of the campaign help raise awareness, with a variety of clarifying content at different points of contact. We believe that we can change this scenario by bringing good arguments and engaging parents, students, teachers and everyone involved in this issue. It is very rewarding to have the opportunity to be able to change attitudes in favor of a better and healthier generation”, comments Alexandre Ravagnani, Executive Creative Director at Repense.
Those interested in the theme can access the Eat Well at School website and show support for the campaign by registering, contributing to the protection of our children’s health.
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