Veg Power, in collaboration with ITV, has continued its efforts to enhance children's vegetable consumption through the 2024 Eat Them to Defeat Them campaign. The initiative reached 620,000 children across 2,375 primary and special schools. Over six years, the campaign, supported by over £20m of advertising and a targeted schools' programme, has impacted 1.7m children from more than 5,000 schools.
The campaign has not only increased vegetable consumption among participating children but also influenced their parents' eating habits. Research indicates that 80% of children do not consume an adequate amount of vegetables, with a third eating less than one portion daily. This dietary deficiency poses a significant public health challenge, affecting children's health, healthcare costs, and productivity in adulthood.
The Eat Them to Defeat Them campaign, recognized for its effectiveness, encourages vegetable consumption through innovative advertising and a comprehensive schools' programme. The 2024 campaign's evaluation revealed notable improvements: 77% of parents observed an increase in their child's vegetable intake, 62% reported a positive change in their own habits, and 55% noted a sustainable enhancement in their child's vegetable consumption in terms of both volume and variety. Furthermore, a high percentage of participants expressed interest in continuing the programme.
Dan Parker, CEO of Veg Power, highlighted the campaign's growing effectiveness and its appeal across various income groups. Parker emphasized the potential for broader impact with increased participation in the schools' programme for the forthcoming 2025 campaign.
Source: LACA