Fighting fast food

It’s horrifying to learn that the processed food industry spends millions of dollars every year targeting kids wherever they go, bombarding little ones with at least 25 unhealthy food and drink ads every single day. In Melbourne, 62% of food ads near schools promote junk. Worse still is knowing that children are powerless to escape the noise – without our help.

That’s why Cancer Council is calling for the Victorian government to ban processed food and drink ads from public transport, government property and near schools.

They came to us to launch phase two of their campaign, turning up the volume on their call to policy makers, stakeholders, influencers and supporters. To underscore the evilness of fast food marketing targeting children, we used their own ads against them. We created a visual metaphor where a young student is completely overcome by fast food advertising, making Cancer Council’s mission all the more urgent and undeniable. The campaign was captured on film, with supporting social media and website content distilled from our emotive video concept.

The campaign was a success, with the hero film reaching more than 4 million Australians (that’s nearly 1 in 5!). It received over 250 mentions in news media and over 10,000 new petition signatures.

Role overview:

• Ideation

• Copywriting

• Scripting

• Film co-production

• Sound co-production

• Presenting

• Voice over selection & production

• Supporting assets co-production