ITV & VEGPOWER

In 2016, childhood obesity was declared a national emergency by the UK Government. This was a problem underlined by the fact that by 2018 Brits were eating fewer vegetables than in the 1980s, despite recent governmental campaigns advocating their benefits.

 So, for this supporting campaign we decided to gamify the act of eating vegetables, creating the perception that they were enemies that needed to be defeated. It was up to the children to 'Eat Them to Defeat Them', a silly idea designed to solve a serious problem.

Every week – for 6 weeks – our young heroes were tasked with defeating a new vegetable to keep them at bay and save us all. 

Made with Lily Hurst.