You can view videos online by purchasing a subscription.
Videos are not available for download. Some cases only have a video.
If there is no written PDF, only the video is available for the case.
Eat Them to Defeat Them by ITV and VegPower: How a big, silly idea solved a big, serious problem
RAN IN: United Kingdom
Will Grundy, Head of Planning
Luke Williams, Senior Analyst
This is the story of how a big, silly idea can solve a big serious problem.
It's the story of Eat Them To Defeat Them: a 3 year-long effort to succeed where the efforts of government and parents had so often failed: get kids eating more vegetables. By choice..
It's a story of flipping conventional wisdom, getting people to do the right thing for the wrong reason and, above all, the disproportionate power of a brilliantly counter-intuitive creative idea to create positive behaviour change.
Most importantly, it's a story about getting kids to eat 981 million extra portions of veg.