THE CHALLENGE

In California, as in the nation at large, obesity has become an acknowledged health crisis. As the agency for the Produce for Better Health Foundation, Swardlick Marketing Group took on the challenge of bringing the 5 A Day healthy eating campaign to the national public debate on obesity and, in a partnership with the California Nutrition Network, to California target audiences.

OUR APPROACH

We developed a multimedia issues campaign, "Get Healthy America," which was subsequently adapted to deliver key California Nutrition messages around healthy eating, fruits and vegetables and physical activity. Working with the Network and 5 A Day, we produced two hard-hitting television ads that became the centerpiece of a California campaign to change attitudes and behavior about diet, nutrition and exercise.

QUICKTIME

QUICKTIME

RESULTS

The campaign launched during National 5 A Day Month in September 2004. National versions of the television ads were also distributed to hundreds of media outlets across the country.

In December 2004 the two spots were selected by ACT – Advertising Community Together – for inclusion in a touring exhibition of world-class social marketing campaigns. Venues for the show, entitled ACT Responsible: Ads that Made Us Change, included Miami, Cannes, Beijing, New York, Paris, London and Sao Paulo.