Foundry Communications has won an open tender process to deliver a low sugar initiative for Sheffield City Council. The fully-integrated social movement campaign, to be rolled out over the next five years, is designed to help reduce obesity and tooth decay across the city, focusing on lower socio-economic groups.
Children and young people in the UK drink more sugary drinks than anywhere in Europe and, like most cities, Sheffield has its challenges with health and wellbeing. The council is working collaboratively with stakeholders to help people reduce their sugar intake and start the process of reversing this trend.
To encourage behaviour change, the campaign will provide information and advice to local schools, parents, teachers, the NHS and local businesses, inviting them to pledge their commitment to making sugar less accessible to children.
The overall aim of the campaign is to raise awareness of hidden sugars in food and drink and the damage sugar can cause to health, while supporting families to make healthy diet and lifestyle choices.
All activity will complement existing marketing materials for national low sugar initiatives, such as Public Health England’s Change4Life Sugar Smart campaign and local campaigns, like G.U.L.P. (Give Up Loving Pop).
Councillor Mary Lea, cabinet member for Culture, Parks and Leisure, said, “The panel were unanimous in the decision. The Foundry’s bid was refreshing and exciting. They managed to create an approach based on facts that will resonate with the people of Sheffield and the way they live their lives”.
Mark Bottomley, the Foundry’s Managing and Creative Director added, “We approached this brief like all behaviour change campaigns – create a compelling message, a simple pledge and a strong call to action. We’re looking forward to getting the ball rolling and helping Sheffield achieve this vision”.