Social marketing – case studies
Campaign: Tackling childhood obesity
Client: The World Heart Federation
WPP companies: Cohn & Wolfe/Young & Rubicam Brands, Geneva
One in five children in Europe is overweight or obese, making them more likely to suffer a heart attack or stroke before the age of 65.
Eat for Goals! is a new children’s cookery book promoting regular exercise and healthy eating. It includes recipes and ideas from famous male and female football players.
The book is an initiative from the Union of European Football Associations (UEFA) and the World Heart Federation, supported by the European Commission.
Cohn & Wolfe’s launch strategy for the book generated media coverage reaching almost 11 million people across Europe. Due to the success of the project, Eat for Goals! is now on sale in over 20 countries.