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From the research findings which included lunchtime audits, personal group talks etc., the AMP noticed that teenagers were very well aware of their unstable and unhealthy diets and was perceived as too big of a change to eat more healthier. They came up with a strategy which involved inspiring them, which involved showing how making small changes leads to big rewards that they will notice both immediately and in the future. (AMP Agency, 22 March 2013) Children’s book cover and stickers designs It was also important to educate parents and other family members about the importance of healthy eating for this to work. To do that, ALDI launched a website which supported the campaign and also attempts at educating them about it. Adding on to it all, ALDI has also come up with a number of larger cookbooks and lunch packs which are specifically designed for adults. (Tattershall, Louisse, 2013) Graphic design has also found its way into a number of projects and campaigns as just a supporting factor to boost them. A case study was conducted by the AMP agency on the project “Change One Thing” which was for a client called Food Bank For New York City, which ran for an entire year from July-September 2011 to July-September 2012. Looking at the bank’s background, they are one of the United States’ largest food banks that aim at eradicating hunger by helping feed the poor throughout the city and by also providing nutrition related educational programs for around 40,000 children and adults. This also includes a number of poor people that spreads up to 2.6 million people in just New York City itself. (AMP Agency, 22 March 2013) To counter this, the AMP Agency came up with a social strategic responsibility program that focused itself on educating the youth from low-income households in the states on healthy eating, mainly the ones from the five boroughs situated in New York city. Their target was to reach around a 100,000 teenagers all of who met a very strict criterion as defined by the USDA, who are also the funders of the campaign. (AMP Agency, 22 March 2013) To spread the word about the campaign, they used both traditional and non- traditional methods. One of them was the use of billboards, some of which showed off handmade adaptations of their ads, all of which were strategically placed all over the city in transit stations. Other methods also included spreading the word about the campaign on radio stations by setting up specialized promotions and also showed up at various local events along with the branded materials from the campaign. Amongst all the methods involved in the process of spreading the news, the use of a customized food truck, which gave out nutritious, healthy food during the summer and even featured an interactive game about healthy eating habits, was also considered. (AMP Agency, 22 March 2013) Looking at the designing bit of the campaign, a photo shoot was done with a man named Gary Sloan in his studio, showing many horrible looking snack foods along with the hero portrayed healthy foods. This was taken up to counter ads out there, which influenced children to make bad food choices on a daily basis. A number of techniques were used to show the fast foods as unappealing in nature by showing them sweat, melt and drip. The healthier food images were places strategically next to the unhealthy ones to emphasize their importance. The ads also used bright colors to add to make the good foods more prominent to catch people’s attention along with the use of clean and solid band of colors to bring out the headlines. (AMP Agency, 22 March 2013) To add on to the design involved, transit advertising and traditional billboards were used to advertise the campaign. The AMP agency also used various other strategies like spreading the word through radio stations by getting into a partnership with the stations, and the use of traditional methods like hand painted, neighborhood mural paintings. The food truck previously mentioned made its way all over the city to summer camps, teen centers, etc. Children were allowed to learn and play an interactive, creatively designed game, which taught them about the benefits and advantages of healthy food, bringing to light the consequences of consuming bad foods. The food truck also handed on free samples of frozen fruit pops, recipe books for teens, sliced apples etc. (AMP Agency, 22 March 2013) “Change One Thing” ran for an entire year and proved to be a success showing a significant change in the behavior of teenagers all over the city. A ten percent rise in the importance of healthy eating amongst low-income children was noticed. According to the case study, “ Children playing an interactive health food game on the food truck they had changed their eating behaviors while the campaign was in market. fifty percent of the respondents stated that Sixty-eight percent of these respondents report that they are trying to make healthier eating decisions and 64 percent report that they are thinking more about how what they choose to eat will affect them in the future.” (AMP Agency, 22 March 2013) 56
RESEARCH DOCUMENT Children playing an interactive health food game on the food truck Like every other campaign, it faced a few challenges along the way, the main one being the guidelines put forward by the USDA but was something that could be taken care of easily. One of the main roles of a designer is to keep up with modern trends and things that work for that current year. While doing so, it can be quite challenging considering the constant change in trends, fashion styles etc. When it comes to designing for children, a lot has to be considered, as it is very different from designing for the general masses and adults, and is a lot more challenging. The style of communicating through posters, advertising campaigns etc. is a lot more sensitive and clean as they are more inclined to being influenced more easily compared to adults. The outcomes developed for them are more colorful, emphasis placed, interactive and easy to understand designs. Amongst all the campaigns and massive projects out there which aim at reducing the obesity levels in children today, personal projects and books on designing for children exist, educating adults on the various ways they can change the way children look at food around them. Referencing: Adolescent and School Health. Available: http://www.cdc.gov/ healthyyouth/obesity/facts.htm. Last accessed 27th April 2015. Rise in child obesity-related hospital admissions. Available: http:// www.bbc.co.uk/news/health-22849112. Last accessed 27th April 2015. Statistics and facts about the Fast Food Industry. Available: http:// www.statista.com/topics/863/fast-food/. Last accessed 27th April 2015. New Graphic Design Tools Help Doctors Teach Children About Healthy Eating. Available: http://www.livinguncured.info/New- Graphic-Design-Tools. Last accessed 29th April 2015. Anonymous. (2015). Fitwits is solving childhood obesity by using 21st century technology and gaming to inspire the power of play.. Available: http://www.fitwits.org. Last accessed 29th April 2015. Anonymous. (2012). Healthy eating for young children. Available: https://www.pre-school.org.uk/parents/support-advice/408/ healthy-eating-for- young-children. Last accessed 3rd May 2015. AMP Agency. (22nd March 2013). Case Study: Change One Thing - Championing Healthier Eating Habits In Teens. Available: http:// www.aiga.org/case-study-change-one-thing/. Last accessed 4th May 2015 Clark, Malcolm, and Charlie Powell. Children’S Food Campaign’S Submission To The School Food Plan. 1st ed. 2013. Web. 3 May 2015. Promoting Healthy Eating For Children: A Planning Guide For Practitioners. 1st ed. Victorian Government Department of Human Services, July 2005. Web. 4 May 2015. Sifferlin, Alexandra. (2013). When Good Celebrities Promote Bad Foods. Available: http://healthland.time.com/2013/10/07/ when-good-celebrities- promote-bad-foods/. Last accessed 4th May 2015. Tattershall, Louisse. (2013). Healthy Eating for Children. Available: https://www.behance.net/gallery/11785019/Healthy-Eating-for- Children. Last accessed 4th May 2015. In conclusion, childhood obesity is a growing concern in today’s world. The demand for unhealthy food has grown, as has the supply. In fact companies using marketing gimmicks such as “Happy Meals” and celebrity endorsements are further increasing this demand. The statistical trends depicting obesity and unhealthy food habits call for immediate action such as alterations in the types of advertising for food products as well as implementation of campaigns to promote a healthy lifestyle. Some of the campaigns that aim at doing so are the FitWit program, “Change In One Thing” campaigns, which have been previously mentioned, and many more. As has been explored in this paper, these campaigns and projects have been very effective in achieving their purpose and expanding and enriching kids all over with the knowledge related to the advantages of eating healthy and the benefits that come with it along the way. 57
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