Start Healthy Stay Healthy Contest Ended

Convince parents they can make a lifelong impact on their children’s health by adopting simple nutritional tips.

Start June 09, 2015 End July 14, 2015 23:59 UTC Deliberation Results September 2015
Start
June 09, 2015
End
July 14, 2015 23:59 UTC
Results
August 2015
Brief

Context

Hundreds of million children under 5 years old already suffer from malnutrition: they may be overweight, obese, or suffer from micronutrient deficiencies like anemia. At the same time, chronic health conditions like diabetes, obesity, allergies and heart disease have increased throughout the world. 

In the last few years, we have learned that a healthy nutritional start, from conception to 2 years old, helps people stay healthy. Nestlé knows it’s very hard to break bad habits, so it’s committed to helping parents raise their children with simple and actionable nutritional education on good nutritional habits from the start. Simply put, what moms eat during pregnancy, and what and how they feed their babies during these first 1,000 days of their life, is one of the most priceless gifts they alone can give their children. Nestlé sums up its vision as “Start healthy, stay healthy”.

To help spread this emerging science, Nestlé is creating an educational online program where parents can explore, learn & adopt useful and simple nutritional tips that can help set children up for a healthy life.

And, Nestlé would like the eYeka Community’s help to create videos that will engage audiences and drive them to this educational online program.

Creative Challenge

In a creative, emotional & entertaining video, show parents they can make a huge difference in their children’s life by adopting simple nutritional behavior during their baby’s first 1000 days.

We are not looking for a TVC. Since we want young parents to learn & act upon this new nutritional science now, we need to move them emotionally so they click through to the educational site.

So, we are looking for creative, emotional, entertaining and simple interpretation of one of the 4 nutritional facts you find the most compelling. 

Regardless of which one you choose, the underlying message is “Your Baby’s First 1,000 Days will shape the rest of his life.”

The First 1,000 days are divided into four distinct stages, and for each stage there is a little known, but important fact that needs a creative interpretation:

  • Stage 1 / Nutrition during pregnancy (conception to birth)

Some of babies’ taste preferences are set before they are born.

How? Babies’ taste preferences are influenced even before birth. Flavors in their mums’ diets such as garlic, curry, anise, banana and vanilla are carried into the placenta and through to the amniotic fluid so babies are exposed to various flavors while still in the womb. These flavors influence future food preferences.

  • Stage 2/ Breastfeeding (birth to 6 months)

Breast milk is “smart” milk.

How? Amazingly, the nutrients in breast milk continuously change to match the growth and development of a baby throughout its infancy.

  • Stage 3/ Complementary nutrition (6 to 12 months)

Babies cannot speak, but their natural body language cues hunger and fullness.

How? Babies don’t know social conventions yet, so parents can easily learn the universal signs of hunger & fullness to avoid overfeeding or underfeeding. For example, when a baby is hungry, he will open his mouth at the sight of food, swipe food towards him, and show excitement. When he’s not, baby will be easily distracted, turn his head away, or even spit out food he knows & likes. Respecting these signs helps him establish healthy eating habits right from the start.

  • Stage 4/ Toddler nutrition (12 to 24 months)

Children are keen observers, and imitators, of those around them and will mirror their parents & older siblings’ relationship with food.

How? As the toddler starts to eat meals with the family, he wants to fit in by eating like the family. Parents’ and older siblings’ facial expressions may influence toddler’s acceptance of new foods. If the family visibly enjoys eating the greens, the toddler will want to enjoy them too.

 

Pick one nutritional fact and bring it to life creatively in your video. 

Nestlé is looking for videos in each stage so you have more chances of winning if you do one video per stage.

It’s not mandatory to feature babies in your video. But, if you do so, stick to the right age for each stage: Stage 1, you don’t show a baby, stage 2 you could show a baby from birth to 6 months (he should be breastfeed so please do not show other food.); stage 3 you could show a baby from 6 to 12 months; stage 4, you could show a baby from 12 months to 24 months old.

 Your video needs to hook your audience in the very first seconds, otherwise they will skip it. It needs to be the kind of video that parents would love to share with their friends.

Tips

The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.

A good example of a video for “Pregnancy” brings to life the fact that babies taste preferences start before they are born. The video would start with a heartbeat sound. It would show a pregnant woman seated on a train. She is eating a banana and looking at landscapes through the window of the train. She touches her round belly. We then see the fetus inside the womb eating a banana too. This puts across the information that the baby is exposed to everything that mom eats through the amniotic fluid. The baby gets to like what mom eats often.

A bad idea for this contest would be anything flat and bland or over-the-top. Something without emotions and feelings, something too informative and boring or something too dramatic with zombies and natural disasters.    

Prizes

Jury's Prize

  • #1 Prize €10,000
  • #2 Prize €6,000
  • #3 Prize €4,000
  • #4 Prize €2,000

Format

Videos and animations of 45-120 sec max.

Winning Criteria

Nestlé will pick one video for each of the 4 stages. Any video that can convince parents that they can have a great impact on their child’s present & future health. Try to move away from things that you might have already seen from this industry in order to surprise us! Keep in mind that the best videos will be amplified which means you have to hook your audience, move them and inform them.

Guidelines

Guidelines for this contest

  • Nestlé is human, empathetic, passionate and optimistic. They believe parents can make a real difference in their children’s lives and they want to help them.
  • Please use the Nestlé Start healthy, Stay healthy logo with the search bar visual for the end sequence (to download here)
  • These videos will be translated into many languages, so please limit voice to camera. If there is voice-over, it should be in English, or with English subtitles.
  • You will find useful information related to these 4 facts in the document here. Stick to these facts, don’t invent or use any other of your own.
  • Avoid denigrating parents or behavior that is “not good”.
  • It’s important not to frighten parents, or criticize them. Powerful, positive & provocative language is ok.
  • Do not show baby bottles, powder milk or any other commercial products.
  • Don’t do a TVC for Nestlé.

eYeka standard guidelines

  • Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
  • Keep the source files / working files of your entry until the winners have been announced as they may be needed.
  • Your participation must comply with the rules you accepted when you joined the contest.
  • Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
  • You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
  • Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
  • Any entry that fails to comply with these rules will not be considered for the contest.