For the Love of Kids breaks childhood obesity campaign
By Adnews Staff
Charitable organization For the Love of Kids, based in Oakville, ON, has released a campaign of print and television public service announcements intended to raise awareness of the risks of childhood obesity. According to the organization, one out of three Canadian children in overweight or obese, leading to health problems as severe as heart disease and adult-onset diabetes. The creative, produced by Goodgoll Vendramin of Toronto, uses the image of a child's measurements marked in pencil next to a door frame. In these ads, however, the marks move horizontally over time, recording a child's increasing width. The copy reads, "How are you helping your kids grow?" "The advertising is designed to touch parents where they live and drive them to the website ForTheLoveOfKids.ca, which dedicates itself to fighting childhood obesity through awareness and fitness programs," said Robert McDougall of Goodgoll Vendramin.