Award for Patient-Centricity

Summary of work

The Infant and Toddler Forum (ITF) is an expert group who develops education and practical interventions focused on promoting balanced nutrition and healthy eating habits in early life (children aged 1-4) to healthcare professionals, parents and carers, as a way to stave off obesity and improve health later in life. However, feeding toddlers a healthy diet every day is a challenge for parents; even when presented with resources, they still struggle to combine foods and get portions right.

In 2017, the ITF challenged the agency to help parents to adopt recommended toddler portion sizes by making them fit into their everyday feeding routines. The agency took a radical approach to the problem by making parents part of a collaborative process, through which they could share their know-how and co-create a resource with high chance of scalability and adoption. The THINK TODDLER SIZED Challenge used a bespoke platform that parents could use to develop ideas and which became a community due to the interactive features, use of gamification and clear, engaging assets.

THINK TODDLER SIZED generated a clear winner alongside other ideas that the ITF will use to help improve the diet of toddlers and the knowledge of parents.

Judges' comments

Think Toddler Sized is a very pragmatic, well put-together campaign, which includes a strong collaboration with pharmacy professionals.