Excellence in Social Media Strategy

Summary of work

The Infant and Toddler Forum (ITF) is an independent expert group focused on early intervention, promoting healthy habits and nutrition in early life (children aged 1-4) to healthcare professionals, parents and carers as a way to prevent ill health later in life. However, feeding toddlers a healthy diet every day, every meal is a big challenge for parents; even when presented with practical resources, they still struggle to combine foods and get portions right.

In 2017, the ITF asked the agency to help it tackle this issue by challenging parents to make the current early years portion sizes guidelines work for them. The THINK TODDLER SIZED Challenge utilised social media to invite parents to co-create a solution that could help all parents make toddler meals healthy and nutritious. A co-creation platform was developed, which became a social media channel in its own right over the campaign due to interactivity, engaging assets and targeted promotion on all social channels.

THINK TODDLER SIZED was a highly successful social media campaign, generating a clear winner of the challenge alongside other practical ideas that the ITF will use to advance its plan to help improve the diet of toddlers and the knowledge of parents.

Judges' comments

This is a well thought-out campaign. The social competition to create commercial ideas for portion control is smart and engages the target audience.