T2D & Childhood Obesity

The problem

Type 2 diabetes comes hand-in-hand with obesity. A decade ago no child in Britain had the disease but more than 700 are now receiving specialist treatment because of chronically unhealthy lifestyles.
Today nearly a third of children aged 2 to 15 are overweight or obese, with younger generations becoming obese at earlier ages and staying obese for longer.

The ask

Develop a campaign to raise awarenes of and reduce childhood obesity, with particular focus on reducing the risk of children developing Type 2 Diabetes.

The solution

A storybook-style campaign targeting parents. It intends to lure the target in before shocking them into action as the familiar copy and endearing visuals take a dark turn.


following the link featured in the print materials, parents are greeted by a short quiz to assess their child's risk of developing T2D and its complications.


To be played at 'rush hour' on popular stations - breakfast and evening shows on stations like Capital, Heart and The Hits. Times just after and just before a parent sees their child.

Row, Row, Row your boat (30 seconds)

Music plays softly: music box style.

MVO1: child's voice (think Cruz Beckham)

Row, row, row your boat,
Gently down the stream.
As he starts to clutch his chest,
Parents start to scream.

Melody slows

Row, row, row your boat,
Quickly to the shore.

Melody reduces, singing becomes talking/reading

If he'd eaten healthy food

Slowed, sombre tone. Almost whispered.

He'd survive for sure

One line of music plays slightly off key. Broken music-box style, almost eerie.

MVO2: (friendly but serious voice; slight - but not distracting - accent. (Think Simon Pegg (possibly David Beckham: potential for famous children/parents??))

Type 2 Diabetes steals the magic of childhood. Obesity is the leading cause. Find out if your child is at risk at www.whatstherisk.com

Inspired by this project? Showcase projects you’ve worked on and inspire other people.

Like what you see? Be the first to leave a comment for Katie!

Add comment