NHS food scanner app uses barcodes to suggest healthier food choices
The UK government has launched a new app as part of its ‘Better Health’ campaign to help families make more informed dietary choices.
‘Better Health’ by M&C Saatchi for the NHS
To launch the initiative, a short film by M&C Saatchi has been released that brings the swaps to life in everyday family scenarios.
“We know how hard it can be for families to make healthier choices, especially given the past year which has had a huge impact on our habits and routines, but it’s so important to encourage children to eat the right food as we know this makes a huge difference to their long-term health,” said Ian Williams, deputy director of marketing activation at the Office for Health Improvement and Disparities.
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“Which is why we’re launching the new ‘Better Health‘ campaign and the new NHS Food Scanner App so parents can easily swap foods in their weekly shop and find healthier choices which benefit the whole family.”
The multimedia campaign will run throughout England from today until March 31 and will include new editions for TV, video-on-demand, radio, out-of-home, media partnerships, social media, alongside national and regional PR activity.
“Every January brings its wave of ‘new year, new you’ campaigns. This push goes much further, with an app that’s designed to support genuine, long-term changes in how we shop and eat,” noted Ben Golik, chief creative officer at M&C Saatchi
“The Food Scanner App makes healthier eating a fun, family activity, and the campaign’s lively tone and sense of magic really reflects that. It makes genuine behavior change simple, accessible and joyful.”