FNV // FNV Live

Background

America was one of the unhealthiest nations on earth, with 12 million kids classified as obese. Not surprising, since 86% of the ads they saw were for junk food. So when the Partnership for a Healthier America wanted to help get kids to eat healthier, it was clear that finger-wagging public service announcements would fall on deaf ears. To change the perception of "boring" fruits and vegetables, the task was to shift the conversation away from the functional, and towards the emotional. To get kids to want to eat fruits and vegetables.