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Who would have thought? A campaign directed at youth and focused solely on sugar. Seeing as children are easily influenced and also play a part in what, their parents purchase, this campaign is as surprising as it is serious.
Recently launched by John St. (an advertising agency in Toronto), who is working with Heart & Stroke, to seek ways of improve Canadian kids health by 'banning the advertising of food and beverages to children'. 'An Agency that Sells Sugar to Kids' is the name of the article, the campaign is called '16 and Under'.
The meaning behind the approach was based on crafting a message that would resonate with parents, causing them to reflect.
Heart & Stroke isn't new when it comes to advocating for health and children. 'The Kids Are Not Alright' is a report that was released earlier this year, which focused on the mass amounts of food and beverage advertising targeted at children. The 16 and under campaign is the next phase of the report that was released earlier this year.
The goal of the campaign 16 and Under is to bring awareness to how food and drinks are advertised to children, with the end goal being to bring support to Bill S-228, which seeks to 'prohibit the marketing of food and beverages to children under the age of 13'.
