Foundry wins Sheffield City Council low sugar bid

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”.