In the last week or so there’s been a lot of tweeting about new campaigns related to curbing ‘junk food’ in favour of healthier options, both here and overseas. One uses shock tactics. One aims to educate, blame and shame. And one has decided if you can’t beat em, join em.
Break the habit
Personally I don’t like it. And I wouldn’t want my young kids to see it. But you’ve got to hand it to the team at The Precint in Australia. Their attempt to raise the issue of junk food and childhood obesity certainly has shock value. Just take a look for yourself.
Break The Habit – Spec TVC from The Precinct on Vimeo.
The Precint describe the spot produced on spec as “A commercial made to highlight an epidemic within society today and to drive discussion as to responsibilities and solutions to the problem.” And that’s where you lost me. Do we really need to highlight the issue of childhood obesity further? We’ve had years of government enquiries and media bombardment. In fact I suspect some people have become so apathetic to our obesity “epidemic”, that the easy solution is to just switch off and not worry about it. Especially if you make them feel guilty. It just all feels a bit too hard. Don’t get me wrong. I thing clever marketers and advertising can play a big part of the solution. I’m always blown away by ad creatives and the rigour they apply to planning and getting in the heads of their target audience. I just wish the energy and dollars in this case were focused on solutions or ways to motivate parents into positive action or behaviour change. Do you agree?
Junk Busters
One new campaign and website that does promote a call to action is Junk Bustersan initiative by the Cancer Council NSW. It’s aim is to raise awareness and assist parents to register their concern (read that as dob in) persuasive food marketing messages to children. A new study they commissioned, ‘Industry self regulation of television food advertising: responsible or responsive?’ shows that half the ads aired during peak children’s viewing times (Australia) are for unhealthy foods. Despite the introduction of the Australian Food and Grocery Council’s (AFGC) self-regulatory initiative, the Cancer Council argues that children still see the same amount of television advertising for unhealthy foods as they did before industry self-regulation was introduced in 2009. Check out the website for their examples of how some adult ads are pushing the boundaries into kiddy land. And I certainly know that we’ve pushed bedtime at our house later and later with Masterchef essential viewing. How about your home…are your kids exposed to ‘adult’ ads for fast or treat foods?
Eat em Like Junk Food
And then there is the very clever Baby Carrots Eat em Like Junk Food by a “bunch” of carrot farmers. And a few very savvy advertisers I would have to say. To quote their site:
More crunchy than chips. More orange-y than cheese puffs. More addicting than any snack that ends in -itos. When you add it all up, baby carrots are the greatest junk food on the planet. The only thing missing is the junk food marketing… until now, peoplz.
So there’s our junk food round up. What do you think? Do shock tactics work in health promotion? Can healthy food be sexy food? Which way should we be heading? Love to hear your comments below:
