Hidden Nasties? Be Food Smart!

Change4Life, the UK’s “obesity fighting”, “healthy living” programme has started a new campaign this week, aimed at discovering the “hidden nasties”, such as fat and sugar in food and drink. While I’m still a little dubious about the little figurines they use as their “actors”, in this context they appear to work quite well actually: in a way – the cuteness of the figurines makes the message less scary than, for example, similar messages that have been used previously in the US. I know I have been critical of the Change4Life campaigns (especially the “Fun Generator” app), but this one seems much more sensible to me. Let’s hope the message gets received well!

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