Campaign
FOOD 4U is an awareness campaign, sponsored by the Italian Ministry of Agriculture Food and Forestry Policies, that offers to young students of all the EU 27 countries and Norway the opportunity to discuss the importance of a healthy diet and the value of being able to make conscious choices on what we eat.
FOOD 4U, is now at its seventh year, and it aims to highlight the role and point of view of young Europeans aged between 14 and 19 on nutritional issues, it includes a competition were kids are invited to create TV spots on the theme "Youngsters and conscious diet choices" to encourage them to reflect and focus on an issue that is so important: a healthy diet.
AIM OF THE CAMPAIGN
The goal of the campaign is to educate young people on the importance of their diet choices for their present and future wellbeing. Taking part in a competition creating a television spot the students are interactively involved. This will consent to highlight the role and the perspective that young Europeans have on nutritional problems, triggering a mechanism that promotes further thoughts and insights on a topic that is too often ignored.
COUNTRIES INVOLVED
The 2011 edition is open to Norwegians students as well as students and teachers of secondary schools of the all the 27 European Union countries:
Austria - Belgium - Bulgaria - Cyprus - Denmark - Estonia - Finland - France - Germany - Great Britain - Greece - Ireland - Italy - Latvia - Lithuania - Luxembourg - Malta – The Netherlands - Poland - Portugal - Czech Republic - Romania - Slovakia - Slovenia - Spain - Sweden and Hungary.
TARGET
The target audience - young Europeans aged between 14 and 19 - is of strategic importance since young people are not only able to influence family choices when dealing with food purchases, but they also personally make these choices, thanks to their higher spending power compared to their past peers. The younger generation (defined ‘born to buy’) can in fact be, if properly sensitized, an effective vehicle to breach into the food habits of all families.
THE DATA AND THE PROJECT
More than 10 million, for a total of over 42,000, high school students are invited to participate to the competition, the info is on the Web sites www.food-4u.it and www.politicheagricole.gov.it and in special brochures translated and disseminated in the schools of the 28 participating countries. To further help the promotion and dissemination of the initiative, we directly involved the embassies, the cultural institutes and the teachers’ associations.
FINALISTS
An pre-selection international jury, composed of journalists, communication technicians, experts in nutrition, advertising agents, institutional representatives, has the task of selecting the finalists spots.
THE AWARD EVENT
Students and teachers of the school groups authors of the selected videos are invited for a sojourn in Italy and to the European FOOD 4U Video Festival 2011, with a screening of the spots and back stage of the competition finalists. During their stay the students, as well as taking part in a number of cultural tours, will have the opportunity to meet, learn, have fun together and compete to win the FOOD 4U Award 2011.
