Launched in January 2001, The French National Health and Nutrition Program aims to improve the health of the entire French population by acting on one of its major determinants, nutrition. To achieve the four main objectives of this plan (to reduce obesity, to increase physical activity, to improve eating habits, to reduce the prevalence of nutritional disorders) several ad campaigns were created which are the most known part of this plan by consumers. With catchy phrases, a lot of information was transferred. For instance, lots of people know that they should eat five fresh fruits and vegetables per day!
Let’s take a closer look to the campaigns launched in the last decade:
The first, from October 2001, remains one of the most famous. Directed to people over 15 years of age, it showed the benefits of eating 5 fruits and vegetables per day. The second ad campaign was dedicated to the promotion of physical activity.
Launched in February 2004, the message was simple: to encourage 30 minutes of fast walking or similar activity per day. The main objective was to make people understand that having a physical activity could be at the heart of everyone’s lives. Especially targeting women over 45, using different media, it showed how natural it is to achieve the equivalent of “30 minutes of fast walking per day”; for example taking the stairs instead of the elevator or going on a walk or taking public transportation instead of the car.
In 2005, the Ministry of Health and the French National Institute for Health Prevention and Education launched a campaign to limit the consumption of fatty and sugary products. Now the message “try to avoid eating too much fatty, salty and sugary food” is written on the packaging on every processed food! Short films were also aired on this theme.
In June 2008, a new campaign combined two messages of the previous ones, “eat at least five fresh fruits and vegetables per day and starch at every meal.” Eating starch prevents eating overly salty or fatty products. The main tool of this campaign is the description of concrete steps that you can take every day to eat better!
All those ads made it very clear to the French consumer that nutrition is a very important matter and that it directly impacts our health! Now French children are counting the number of fruits and vegetables their parents are providing them each day – and sometimes even recommending that their parents eat better.