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Finalist

Think Toddler Sized

by Say Communications for Infant & Toddler Forum, supported by Danone Nutricia Early Life Nutrition


Summary of work

The Infant and Toddler Forum (ITF) is an independent expert group focused on early interventions, promoting healthy habits and nutrition in early life (children aged 1-4) to healthcare professionals, parents and carers as a way to stave off ill health later in life. However, feeding toddlers a healthy diet every day is a real challenge for parents and earlier ITF campaigns had highlighted a tendency of UK parents to overfeed toddlers. Even when presented with practical resources, most parents still struggled to get the right balance of food, in the right portions.

In 2017, the ITF asked the agency to help it  tackle this issue by challenging parents to make the current portion sizes guidelines for toddlers work for them. The THINK TODDLER SIZED Challenge utilised digital channels to drive parents to a dedicated co-creation platform where parents could share their own solutions that could help all parents make toddler meals healthy and nutritious, simply. The successful use of bespoke and traditional digital channels relevant to parents enabled the THINK TODDLER SIZED campaign to deliver the engagement needed to generate a solution to the challenge as well as a wealth of parent-inspired solutions. The ITF is now using these ideas to advance its ongoing plans to help improve the diet of toddlers.

Judges' comments

Think Toddler Sized is a targeted campaign with a clear objective that involved its target audience and earned some good engagement. It was effective thanks to its focus on parents already sharing ideas online and in communities.


Winner

Flo. - by Virgo Health for Bayer


Highly commended

My Journey: Flight HIV101 - by 90TEN for Gilead


Finalists

HS Online - by Biosector 2, a Syneos Health™ Company for AbbVie

It's Not You, It's Your Thyroid - by Porter Novelli for Merck

Think Toddler Sized - by Say Communications for Infant & Toddler Forum, supported by Danone Nutricia Early Life Nutrition


Sponsors

Behind the Judging: Communiqué Awards

Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.