New campaign created by Moringa teaches how to recognize excess nutrients harmful to health in packaged foods and drinks
Moringa and the Brazilian Institute for Consumer Protection (Idec) have launched yet another campaign aimed at drawing consumers’ attention to a symbol that has been appearing on packages of various foods and beverages: the magnifying glass.
With a creative eye to make it clear that the magnifying glass is a public health tool to inform about the excess of harmful nutrients, the humorous campaign takes place on the internet and social networks. Accompanied by the inscription ALTO EM, the magnifying glass is a seal of warning to the public to show that a certain product contains excess of added sugar, saturated fat or sodium and, sometimes, two or three of these substances together, in quantities far beyond those indicated.
We opted to continue with a light communication, with a current and digital format for a subject that may seem complicated to some. But the public health information and we need to creatively access people with agility and transparency in the message that Idec wants to convey. We need to be where everything happens and where people look for information, which are social networks. Knowing how to talk to the public in the right channel makes all the difference”, explains Rianni Bertoldo, General Director of Moringa.
The 30- and 15-second videos will be broadcast on TikTok, Instagram, Youtube and Facebook, featuring various everyday events that are similar to the packaging alert. Out of home media in the capitals and radio spots are also scheduled.
