Disney is looking to get kids more active using through the power of its storytelling as it unveils new health push
From Elsa to Aladdin, Disney wants to use its most popular characters to encourage families to lead healthier lifestyles.
The entertainment conglomerate's #HealthilyEverAfter campaign consists of a short brand film and six storytelling-led videos which will be heavily distributed across its key social channels.
Based on insights from parents across the UK on the challenges they face getting their children to eat well and take part in regular exercise, the drive is part of the brand's commitment to use its characters to invoke a positive change.
Back in October Disney’s chief marketing officer for the UK and Ireland, Anna Hill, told The Drum that the company wanted to be more collaborative with data around this topic.
“It’s not always about doing it on our own. We’re working with partners to understand what children are doing and how we can motivate them to do more,” she said.
The #HealthilyEverAfter campaign offers content which aims to showcase "fun and easy ways" that good habits can be woven into the fabric of everyday life with the aim of inspiring parents to share their tips with each other.
The films continue Disney’s commitment to health messaging.
In 2015 it partnered with Public Health England for the second year running on the Change4Life '10 Minute Shake Up' to get children up and about by joining one of four Disney teams online. 385,000 families took part and around 700,000 children across England registered for a free pack.
In addition to the bespoke creative, the initiative comprises a partnership with lifestyle blogging collective BritMums in which 20 bloggers will address the challenges they face in getting their kids to make healthy choices and how these issues can be overcome through imagination and play.
Speaking on the new campaign, Hill said: “We know parents can find it a challenge to ensure their children are eating well and being active - and when they are trying to get their whole family to develop good habits, we believe Disney can help make it fun and simple.
"The #HealthilyEverAfter campaign uses the power of our stories and characters to inspire these behaviours and encourage parents to share their tips with other families around the UK. In the coming months and years, we will continue to try to do our best to help families in the UK live more healthily.”
In 2006, Disney became the first major global media company to establish clear nutritional guidelines, which included working with partners to develop nutritionally balanced foods for children using its brands and characters.