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Cambio stile

Overview

How to tell children and teenagers about the value of a healthy diet and physical activity?

Through a multimedia and interactive publication, a touchbook full of games designed specifically for digital natives.

 

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Cambio stile

The customer’s request:

Well-being comes from proper nutrition and a healthy lifestyle.

This concept should represent a “mantra” for every human being to follow in every period of his existence, especially since he is very young.

For this reason and to raise awareness among students of both primary and secondary school, on the increasingly looming danger of childhood obesity and food-related diseases, we were commissioned by the MIUR for a publication that would tell children about the concrete need to a healthy and balanced diet and the right motor activity, throughout your life.

Our Answer:

To respond effectively to the customer’s request, we first analyzed the target of the publication, its communication style and the communication channels to which it was closest. Thinking about digital natives, we immediately thought that the publication could not be printed, but digital.
In the initial phase we divided our stakeholders into two distinct audience groups: elementary / middle school children and teenagers (13 – 18 years).
We have thus chosen to undertake two different communication approaches, both in the graphic style and in the contents but with a single denominator, the technological solution: a touchbook.

Thanks to this tool we have created an innovative publication:

  • for the little ones, full of games and illustrations dedicated to nutrition and sport
  • for the older ones accompanied by columns, curiosities and information so as to make it look like a diary.

With the advent of Expo 2015 it was decided to expand the product even further by adding content dedicated to food as “nourishment for the planet and energy for life”, as the theme of the Universal Exposition stated.
The result was very positive and the project closed with the approval of the Ministry of Education, a press conference, a communication campaign and dedicated pages in school newspapers.

In addition, to allow wider use to all the public of the EXPO, the touchbook has been published on all major Kindle, Android and Apple stores and in 3 languages: Italian, French and English.

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Client MIUR Sector Istruzione Project Name Cambio stile
Project type Outreach & dissemination Realization 2015

I am really impressed with this project.