Media: Strategy Analysis - DfES competition pushes good diet.(Viacom Brand Solutions Ltd.)(Department for Education and Skills)

 
Client: Department for Education and Skills 
Brief: Promote the benefits of healthy eating to children in an engaging 
and entertaining way 
Target audience: 11- to 18-year-olds 
Budget: Undisclosed 
 
AGENCIES 
Media and strategy: Viacom Brand Solutions 
PR: August One Communications 
Microsite: Cimex Media 

The Department for Education and Skills has long-term plans to address the rising concern with British children's eating habits and the effect of TV advertising. DfES approached Viacom Brand Solutions (the multichannel sales house for the MTV, VH1, Nickelodeon and Paramount Comedy TV channels) to help tackle the situation. It recognised VBS's expertise engaging with children could be maximised to create a campaign that needed to resonate with children of pre-school age.

DfES and VBS formed a strategic partnership. DfES wanted to find a way to encourage children to live a more healthy lifestyle, while VBS wanted to use its youth brands to help promote a positive message to children.

The campaign also chimed well with Nickelodeon's ongoing 'Nicktrition' campaign, a series of events and programming strands designed to get children active.

As part of its in-house creative offering, VBS devised a competition that would challenge British teenagers to design an animated TV ad, promoting the benefits of healthy eating. The winner's ad would then be produced and aired on the Nickelodeon and MTV channels. The winner would also receive an all-expenses paid trip to the Nickelodeon studios to see their creation being brought to life.

EXECUTION

- TV: The competition was branded 'Animunch' and launched across Nickelodeon on 28 January 2006.