Alberta Health and Wellness breaks new Healthy U campaign
By Adnews Staff
Alberta Health and Wellness has begun a new television campaign for its Healthy U program. Healthy U is a long-term social marketing initiative that encourages Albertans to eat healthy foods and live active lives. The new campaign, created by DDB Canada in Edmonton, is aimed at children and youth. The two commercials, called “Born to Move” and “Born to Eat,” are running nationally on YTV and will break in Alberta theatres on March 2. The animated ads depict a spokescharacter demonstrating healthy behaviour. The campaign also includes a new magazine called You, two issues of which will be distributed this spring to children aged seven to 10 through Alberta schools. “The creative concept stems from the insight that kids are born with healthy habits,” said Eva Polis, creative director of DDB in Edmonton. “It’s when they get a bit older and are more influenced by others outside of the family that bad habits start to influence their decisions. The two TV spots reinforce the positive behaviours that kids love.”