The LionsDen Award for Writing Excellence

Summary of work

The Infant & Toddler Forum (ITF) is a community social responsibility initiative supported by an educational grant from Danone UK and administered by the agency. Its Ten Steps for Healthy Toddlers, launched in July 2010, relied on excellent written materials to embed early nutrition knowledge in early years professional practice, and with parents and carers.

The Ten Steps is a guide on what food to offer, what behaviour to encourage, and how best to manage feeding. Stakeholders came together to translate the best clinical knowledge into user-friendly communications that fundamentally improve behaviour around diet, socialising and exercise in the under-5s.

Judges comments

Ten Steps for Healthy Toddlers tackled an area where guidance was lacking and, after piloting and testing the materials, did so in a clear and refreshing way.