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Spot the Block: Get Your Food Facts First

Campaign to Combat Childhood Obesity
Tweens and Tweens' Parents

Audience:

Tweens (kids aged 9 – 13) and parents of tweens

Challenge:

To engage tweens in using the Nutrition Facts Label as a dietary management tool to help lessen childhood obesity in the U.S.; and to offer solutions to parents for supporting their tweens in this effort.

The JMH Solution:

After conducting focus groups with youth in the target age group (9 to 13 years old), JMH developed a tween-centric brand, Spot the Block: Get Your Food Facts First and exclusive media partnership between FDA and Time Warner's Cartoon Network to maximize brand reach.
Together, JMH and CN created engaging materials to reach tweens on-air (animated "spots" featuring favorite Cartoon Network characters), online (through a custom sitelet, www.spottheblock.com), and in-person (interactive booth at Cartoon Network's national Get Animated Tour). To complement the youth initiative and give parents the tools they need to assist their tweens in healthier food choices, JMH developed a parent brand: Spot the Block: Help Your Kids Get Their Food Facts First.