ITV and Veg Power: Eat Them to Defeat Them - How making veg bad did a lot of good

ITV, a television network, and VegPower, a non-profit company, collaborated on a campaign in the UK to tackle child obesity by getting kids to eat their vegetables.

Campaign details

Brand: ITV and Veg Power Agency: adam&eveDDB

Summary

Childhood obesity is at an all-time high. Vegetable consumption is at an all-time low. We eat fewer vegetables now than in the 1980s. To create a healthier future ITV & VegPower joined forces to get kids eating their greens.