Helping families give their children a healthy start

Through the government’s Healthy Start scheme, the Borough of Islington provide free vitamins for young children, pregnant women and breastfeeding mums, as well as nutritional vouchers to low income families.

Problem was, too few families were picking up their vitamins, or were unaware of the vouchers.

So NHS Islington asked us to help encourage families to use their Healthy Start vouchers and find out more about the benefits of their children getting enough vitamin D. And, because many families in the Borough of Islington don’t have English as their first language, we needed to explain the idea clearly and simply, with appeal for all.

Using the Healthy Start brand colours, we created vitamin and vegetable characters to talk about the scheme, choosing names to reflect Islington’s diverse population. We made posters, window stickers for participating shops, activity packs for kids and a wallet-sized map to show parents where they could spend their vouchers.

Parents in our focus group said the campaign would definitely encourage them to use their vouchers, remarking that “it’s easily readable and cleverly done. It’s better than current Healthy Start material. Simple colours, simple language and cartoons.”

In fact, the characters proved so popular, parents asked for more to show the healthy foods their kids liked best. So we created more characters to join the bunch.

  • Date: 13/09/2012
  • Client: NHS Islington