Changing perceptions of childhood obesity

Client: Consumer Goods Forum

Agency: BBC StoryWorks - Consumer Goods Forum - Tesco, Guy’s and St Thomas’ charity

Childhood obesity is an issue surrounded by stigma. One of the biggest misconceptions facing individuals and their parents is that they create this problem for themselves, through irresponsible food and lifestyle choices, but this is far from the truth. Through the lens of Adela, a single mother living in Lambeth, London, this film showcases the Collaboration for Healthier Lives – a coalition of global supermarket brands, Guy’s and St Thomas’ charity and the Consumer Goods Forum, and how they are working together to make fresh and healthy options more available to lower income families, with the aim of cutting rates of childhood obesity in half by 2030.