Purpose Awards EMEA 2020: Collaboration - Best Health Cause Campaign

Winner: ITV

Purpose Awards EMEA 2020: Collaboration - Best Health Cause Campaign

Winner: 'Eat Them To Defeat Them' by ITV

ITV joined forces with the Food Foundation’s campaign group Veg Power to encourage children in Britain to eat more vegetables.

Research found children think vegetables are boring, and messages that they're 'good for you' don't resonate. The campaign took the radical step of positioning vegetables as 'villains', not 'heroes', via a campaign film.

A true collaboration, the campaign included 11 major supermarkets, Birds Eye, four media titles, eight media owners contributing an additional £3.4m in free media, more than 100 influencers and 11 city and town councils.

The film debuted during the UK’s first ever veg-only ad break, during Coronation Street.

A ‘Veg of the Week’ battle-plan was created, which included point of purchase information at shops. Families were asked to show off their 'defeated' veg on social.

Around 300,000 "Confirmed Eats" progress charts were distributed. Editorial partnerships with Ocado and The Guardian offered parents simple recipes. Lambeth Council was engaged via a cookery school, teaching 3,000 kids a veg recipe they could cook themselves and share with parents.

The aim was to get 25 per cent of families with primary school-aged kids who saw the campaign to eat one more portion of veg a week. In total, 29 per cent of children said they’d done so. Families kept eating vegetables for up to six months after the campaign, four times more than average category advertising.

Highly Commended: 'Life Saving Wax' by Freuds & Proud Robinson + Partners for Public Health England and Treatwell

This campaign to encourage more women to have cervical screenings focused on the disparity that as screening numbers declined, more women are having intimate waxing. The message was delivered through trusted advocates – beauty therapists, working with Treatwell, Europe’s largest beauty booking platform. The campaign led to 100,000 more screenings over the three-month campaign period versus the same period one year earlier.


'Embracing Complexity' by JPA Health for Autistica

'LinkedIn Discuss: Fertility at Work' by LinkedIn & Fertility Network UK

'Mental Health Minute' by Radiocentre

Join us for Campaign & PRWeek's Purpose Summit on 26 November where we'll be examining the power of purpose in media and communications, revealing the difference a strong brand direction and purpose can have on your company's success. Click here to find out more and book tickets.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in