The Alberta Government is challenging kids to get healthier through a series of online and mobile science experiments.
Created by DDB Canada’s Edmonton office, the “Healthy U 5&1 Experiment” is an online, outdoor and radio campaign targeting kids as young as six.
“We know that telling kids something is good for them isn’t always the best way to get through,” said Eva Polis, vice-president and creative director. “The notion of kids trying something and being unexpectedly surprised by it was driving part of the creative.”
DDB has created 42 different experiments that range from participants smelling each other’s armpits after exercising to smelling their own pee after ingesting asparagus.
The experiments, which take 21 days – the period of time that it takes to form a habit – are designed to teach kids the importance of getting at least five servings of fruit and veggies each day and at least one hour of activity.
“A lot of research went into this campaign right down to the creation of the experiments,” said Polis. “We’re speaking to kids and their fascination with all things gross and disgusting.”
Sobeys has point-of-sale materials in the produce department of its stores and is offering coupons for fruit and vegetables to parents.
The campaign kicked off with a series of rallies hosted by Dave Rodney, associate minister of wellness for the Government of Alberta, YTV personality Andy Chapman, and a street team that has met with more than 2,000 school children. The rallies will continue to reach out to schools across the province for the rest of the school year, and a crew will extend the campaign into the summer by attending various events and festivals, handing out sample kits with experiments to try.
