The Strategy

WHAT IS THE MESSAGE?

“Hey Junk Food, Leave Our Kids Alone” “Change Your Kids’ Eating Habit Today” “Encourage Your Kids to Do Exercise Everyday”

SAY NO TO JUNK FOOD!

These message is strongly made for Parents. The parents have to care much more on what their kids eat everyday. The message mainly strike on Junk Food, because we believe that most of the kids choose fast food over others healthy food, and Junk Food is a very bad choice for the living healthy lifestyle. Junk Food is one of the main cause that leads to the obesity. Therefore, parents need to change their kids’ eating habit and encourage them to be active everyday. The campaign wil corporate with all schools and parents, to focus more on obesity education and creating events for kids to do exercise after school, or providing more healthy food including water, fruits and vegetables.

WHY WILL THIS RESONATE?

The messages acts as a wake-up-call for parents to stop and think twice on how bad of junk food and how serious the childhood obesity is. The messages helps the parents acknowledge that junk food is very bad for their kids’ health, therefore they need to take an action and stop their kids from eating Junk food, care more on what their kids eating everyday, and teach them to do more physical activities in order to make them get a healthy lifestyle and advoid the obesity.

TONE OF VOICE

The tone of voice is informal or non-technical, and friendly to every parents and kids

WHO IS THE TARGET?

• Strongly focus on the parents and kids, aged between 8 to 12 years old who lack education about childhood obesity and failed to realise its seriousness.

• The parents who are too busy with works more than their kids’ lifestyle, and ignore how bad the fast food is.

• The majority of kids who love to eat junk food everyday, but ignore the benefit of vegetables and fruits and, have minimum physical activities.