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ADVERTISING CAMPAIGNS

FSA ‘Saturated Fat’

Agency: Vallance Carruthers Coleman Priest

Client: Food Standards Agency

The Food Standards Agency has launched stomach-churning campaign to raise awareness of the health risks of eating too much saturated fat.

The new 40-second TV spot, created by VCCP, highlights the fact that Briton’s eat an average of 20% more saturated fat than the recommended maximum.

The Agency’s campaign activity includes a graphic 40-second TV ad that shows saturated fat can come from a variety of everyday foods and illustrates why too much saturated fat could be bad for your heart.

The ad opens with a woman reaching into a fridge in an average home. A jug of saturated fat is poured down the sink, blocking a kitchen pipe to vividly bring to life the message that too much saturated fat could lead to a build-up of fatty deposits in your arteries.

This health message is supported by a series of print ads that show how consumers can reduce their saturated fat intake by making a few simple changes to the way they shop, cook and eat. The print ads, and tips on making positive changes, are available at links below.

The case for the campaign is highlighted by UK-wide FSA research published today, which found that nearly half of respondents (48%) thought that there was no need to worry about how much saturated fat they ate if, for example, they took regular exercise, were not overweight or ate lots of fruit and vegetables.

Tim Smith, CEO of the FSA, said, “People say they do know that saturated fat is bad for them but they don’t necessarily link it to heart disease and what they are eating. It's important they make that connection, because heart disease is the UK’s number one killer – one in three of us will die as a result.

“There are simple ways we can cut down the amount of saturated fat we all eat and protect our health. We need to eat leaner meat and a bit less cheese, switch to lower-fat milks and eat healthier snacks, cutting down on cakes and biscuits.”

In addition to having the support of major supermarkets, manufacturers and some caterers, the FSA is being backed in the campaign by the British Heart Foundation, Diabetes UK, Heart UK, National Federation of Women’s Institutes and NetMums.

What do you think of this campaign? Write your review below and could you win a bottle of Champaign in our ‘Review of the Month’ competition.

 

AJR
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