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Think Toddler Sized

by The Infant and Toddler Forum (supported by Danone Nutricia Early Life Nutrition) with support from Say Communications

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 big 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 addressed a massive and contemporary public health issue. It is extremely innovative with the application of crowdsourcing and a strong channel promotion strategy. It has an excellent range of partners, channels and a clear call to action. Excellent!

Highly commended

I’m Facing MS: Creating an Enduring Congress Experience - by EMD Serono with support from Ashfield Digital & Creative

Key dates

Entry deadline 26 August 2022
Extended entry deadline 2 September 2022*
*additional fee applies
Judging Day 6 October 2022
Company/Team of the Year Interviews 21 October 2022
PMEA Event 23 November 2022