About This Project
Summary
WFP Tunisia aims to improve children’s eating habits. Research highlighted modern lifestyles and parental disengagement as key challenges. We chose family dinners as our focus to reconnect families and encourage healthier habits, but we needed to create a cultural shift to make them appealing again. A 16-episode TV series using entertainment-for-good technique, broadcasted in prime-time and supported by social media and school activations, was created to drive cultural change and inspire action.
Goals & Objectives
Combat childhood obesity: increase consumption of fruits and vegs, reduce bread, sweet products and unhealthy snacks. Reach 2M Tunisian families with a wide variety of messages so that conditions of change are met, with a budget of € 900,000, incl. research, production, paid media and fees.
Results & Impact
Despite a tight budget, we produced 16 episodes of 20mn, broadcasted for free at Prime Time. A world premiere for WFP! 41% of mothers reached despite paid media budget of $ 15,000. 33% of families ate dinner together more often, bread consumption fell by 22% and fruits and vegs increased by 11%.
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