Cancer Council Victoria continues fight against unhealthy drinks and foods advertising, via ICON Agency
Creative comms company ICON Agency is working with Cancer Council Victoria to release the next stage of its Food Fight platform.
The partnership aims to facilitate government action in safeguarding Victorian children from “pervasive” advertisements of unhealthy drinks and foods when they’re heading to and from school.
Specifically, the platform – which leverages concise messaging along with impactful sounds and visuals – is designed to spotlight the aforementioned marketing practice’s impact, and have these sorts of materials taken off public transport and wiped from within a vicinity of 500m from schools.
The campaign’s creative sees a young female school student standing at a bus stop while projections of fast food, unhealthy treats and sugar-filled drinks overwhelm her. A voiceover conveys the platform’s message.
“Our kids should be free to travel to and from school without facing a barrage of ads for fast food, sugary drinks and other products that we know don’t support good health,” Cancer Councik Victoria’s head of media and communications, prevention, Kelly Dienaar, said.
“We’re so proud to be rolling out the next phase of Food Fight, which is all about creating a healthier food environment for our kids and setting them up for the best start in life.”
“Unhealthy food advertising is everywhere our children go,” said ICON’s director of behaviour change and brand, Kate Griffiths.
“It’s time to prioritise our kids’ health over profits and push for change. The Food Fight campaign is about protecting the health of our kids, and encouraging the government to lead the charge in protecting our children.”
When asked about the platform, ICON Agency’s executive creative director, Michael Knox, explained that crafting an eye-catching piece of work was the team’s goal.
“We wanted to create something that was hard to ignore, and to show just how suffocating junk food ads can be for children,” Knox explained. “We also need to inspire the public to push for meaningful change.”
Releasing via “social media across a nine-week campaign”, Food Fight is expected to use a combination of six second and 30-second hero spots.
Learn more about the initiative here.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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