Nutrir la vida – UNICEF

Unicef wants to provide parents, mothers, and caregivers with tools to prevent obesogenic environments, which lead to obesity in children and adolescents, and replace them with environments promoting healthy eating and physical activity.

The advertising of "junk food" has created a narrative of fun around these meals to attract the interest of children and parents. The idea with "Nutrir la Vida" (Nourishing Life) was to propose a playful and enjoyable narrative centered around healthy eating and physical activity, which are often considered "boring." The key was to design engaging activities to encourage parents and children to transform these harmful nutrition environments into more positive ones. Among other actions, a Culinary Reality Show was designed where parents, caregivers, and children from all over the country competed to create the healthiest, most fun, and best-tasting dish. A catchy and modern radio jingle was also recorded, which later served for a dance challenge on TikTok, where parents and children danced together.

A significant presence in the press (90 national media impacted); over 2 million interactions on social media; and an estimated return of $1 billion pesos.