With child obesity soaring at alarming rates globally, getting kids to drink water and eat healthier has never been more crucial. To encourage positive behaviors in kids, Nestle’s United for Healthier Kids program (a non-profit movement initiated by Nestlé for the sole purpose of raising healthier kids and disassociated with Nestlé product brands) launched Tummyfish in late 2016 in the Middle East in partnership with the Dubai Health Authority after first testing the concept in select schools.
Tummyfish is a virtual, friendly fish who resides in the belly and teaches children healthier habits by getting them to drink more water instead of sugary and fizzy drinks. How? Through a captivating story, powered by technology, of Tummyfish’s journey from a turbulent sea to safety in a child’s tummy as told in the Tummyfish Story Book.
DIVERGE talked to Logan Allanson, Innovation Creative Director at OgilvyOne, Middle East to find out more:
Where did this idea come from?
The Tummyfish concept was conceptualised in the Memac Ogilvy offices in Dubai. For parents around the world, getting children to adopt healthier habits is not an easy task. So the core concept came about when we were faced with the challenge of, “how do you get kids to drink water instead of fizzy sugary drinks?”
Who is the team behind it?
Tummyfish has been a true collaboration of skills. We couldn’t have launched this campaign if we didn’t work together. From conceptualization to production, and with the help of key partnerships, we can all be proud of what we have achieved in Tummyfish. Credits attached.
What kind of feedback/response have you gotten?
The response and feedback has been overwhelming. The fact that the Dubai Government and the Dubai Health Authority have endorsed Tummyfish and is now rolling it out in every school nationally is the best response we could have hoped for. Nestle Global are also looking at launching Tummyfish in other key global markets.
Why is this significant?
Tummyfish is significant because for the first time we have merged behavioural science with fun and made drinking water fun and engaging for both children and their parents. Demonstrating the power of great ideas and storytelling we aim to help future generations live happier healthy lifestyles. It’s especially significant that Tummyfish was conceived and first launched in a region where child obesity rates are among some of the highest in the world.
Tummyfish is now available globally to everyone, downloadable for free on the App store and Google Play. Tummyfish will be implemented across all public and private schools in the UAE in early 2017 and is expected to launch in additional global markets later this year.
Credits:
Campaign Title: Tummyfish
Client: Nestlé Middle East
Chairman & CEO: Yves Manghardt
Communications Director: Rainer Mueller
Nutrition, Health & Wellness Manager: Zeinab Maktabi, Patrica El Chammas, Lynn Khatib
Agency: Memac Ogilvy Dubai
Chief Creative Officer: Paul Shearer
Regional Director: Nabil Moutran
Executive Creative Director: Ramzi Moutran, Will Rust
Creative Director: Logan Allanson
Art Director: Naz Yunt, Maram Ashour
Copywriter: Waleed Bachnak, Maya Elkai
Creative Team: Dylan Kidson, Gary Rolf, Petra Biro, Smriti Tandon
Design: Rafael Valencia, Muhammad Umair
Planning Director: Hamza Chaoui
Account Director: Fadia AlDandachi
Account Executive: Mike Newall, Benjamin Schwartz
Social Team: Majd AbiAli, Mouna Ghadban, Badr Nour
Agency Producer: Amanda Newall
Digital Production Company: Media Monks
Creative Director: Vincent van de Wetering
Game Producer: Donny Hofman
Senior Creative: David Fasullo
Illustrator: Isabella Koelman
Game Developer: David Kamerman
Unity Developer: Corstiaan Smorenburg, Glenn Korver
User Experience Designer: Erik Bialek
Composer: Dave van Luttervelt
Designer: Benjamin Tuffy, Joao Carlos Marques de Almeida, Jimmy Schmidt
Producer: John Davey
Film Production Company: Magnet
Director: Nick Davidson
Executive Producer: Luke Morris
Producer: Wafa Tajdin, Jennifer Blackwell
Digital Compositor: George Manolopoulos
Film Editor: Adrian Partridge
Print Production Company: Motivate Publishing
Publisher: Ian Fairservice, David Fairservice, Charlie Scott
