Veg Power – teaming up to tempt schoolkids to be healthier eaters
80% of children and 96% of teenagers don't eat enough vegetables. Lambeth is part of a unique new alliance to change the way we all eat and combat childhood obesity.Veg Power is a campaign to help inspire young people into new eating habits. Instead of fast food and fizzy drinks they'll see TV advertising for vegetables, backed up all across Lambeth with posters in GP practices, lessons in schools, veggie messages on social media, and events.
Big food retailers – Iceland, Lidl, Marks & Spencer, Morrisons, Sainsbury's and Waitrose – are donating funds and providing support. It's a unique alliance with the NHS, local shops, local authorities and others to change the way children think. The message is about eating more veg – fresh, frozen, canned, any way you want – it's all good.
Researching the impact
Guy's and St Thomas' Charity is funding researchers from Oxford University to measure the impact of the Veg Power campaign on over 12,000 children aged 7 to 11 in 64 Lambeth primary schools.
Veg Power 2019
Look out for:
- TV advertising, reaching over two thirds of households with children. Veg Power say: "We're launching a massive national advertising campaign on ITV. The ad will encourage kids to have fun with veg whilst focusing on the important matter of eating them. We'll have strong support from ITV in programmes such as The Voice, This Morning and kid's favourite Scrambled!, as well as a social media buzz."
- 10 different 'Veg of the Week' featured in blogs, Instagram and Twitter posts by celebrities and chefs, and displayed in shops.
- Free school packs including 'eat a rainbow' weekly planners for all Key Stage 2 classes in Lambeth. Veg Power hope pupils take the message home and influence parents to eat veg, together.
- Veg Power messages in Lambeth GP surgeries, schools, council buildings, bus stops and more.
- Live cooking in Brixton Market.
- Planned final event for Lambeth children, with celebrity chef host. Check back here soon for more details of the event.
Dr Adrian McLachlan, local GP and Chair of NHS Lambeth Clinical Commissioning Group (CCG) said:
"We all know that despite the number of health benefits that arise from eating vegetables, getting children to eat their vegetables can be quite a challenge. The fact that 80% of children do not get their daily recommended intake is a statistic that has to improve. We feel the Veg Power campaign is an exciting new approach that could be very powerful in inspiring young people to increase their vegetable intake.
We fully support this exciting campaign and hope to see impressive results in the future."
For more information
Veg Power is on a mission to get the UK eating healthy. See their information and news pages