The client’s brief
In Indonesia, the World Food Programme (WFP) supported the government in improving the nutritional status of adolescent girls, preventing them from facing health problems during pregnancy and childbirth, and decreasing their likelihood to give birth to stunting children. TWFP believed that one of the avenues was promoting a healthy balanced diet that contained the recommended daily allowance of fruit and vegetables. WFP commissioned us to help them develop the behavior change strategy from a communication point of view.
Indonesians eat only 25% of recommended fruit and vegetables (Studi Diet Nasional, 2013). By looking at that and other data given, C4C drew hypotheses that the root cause of these problems are not the lack of awareness of the importance of fruit and vegetables but the fact that these healthy foods could not compete with easier, tastier and trendier food. The way they were served at home was uninspiring, plus lack of opportunities to take fruit as on-the-go snacks for teens.
The desired behaviour that we needed to achieve was for Indonesian people to eat fruit and vegetables 3 times a day. Using Fogg’s Behaviour Model, which is “behavior = motivation x simplicity x trigger”, we tried to address all three factors that were missing. Therefore, we suggested for the campaign to focus on these two things:
1. Making it easier for adolescents to get fruit and vegetable in the right portions at home and in schools
2. Reframing the benefit of eating fruit and vegetables with more salient motivations that drive youth