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Nutrition Oriented Product Placement

Product Placement of unhealthy options directed to kids and teens is a reality in movies and TV shows with a young target audience. If you can beat them, join them. The association of popular figures and heroes with products (in this case, food and drinks) seems to me creates a powerful connection between "being cool" (like singers and actors) and making certain choices. I'd dare to add cartoons, in addition to movies and TV shows, as the medium for this message, which essentially looks to incorporate healthy eating options in story lines or images. This concept also builds on inspirations and other concepts that want to take advantage of kids already established habits and likings.

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The Got Milk campaign got it right by associating people kids admire with drinking milk. The tobacco industry also took advantage of this very human response while sponsoring smoking in movies through most of the past century. As opposed to more direct advertising, product placement is more subtle and dare I say, effective precisely for this reason.
As with the Got Milk campaign, sponsored by the association of milk farmers and non featuring specific brands, funds could be gathered by a collaboration of related associations to spread the costs.

Age of kids. The solutions to changing kids’ eating behaviors will vary depending on their age. What works for a toddler won’t necessarily fly for a teenager, although we suspect some concepts might be appropriate for all ages—even adults! Which age bracket does your concept address (tick all relevant boxes)?

  • Pre-school (Tots) 2-4
  • Elementary (Kids) 5-10
  • Middle school (Tweens) 11-13
  • High school (Teens) 14 -18

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