‘Let’s Take on Childhood Obesity’ – The Childhood Overweight and Obesity on the Island of Ireland campaign – Ireland


‘Let’s Take on Childhood Obesity’ is a public health campaign on childhood obesity aimed at parents of children aged 2-12 years, on the island of Ireland. The Childhood Overweight and Obesity on the island of Ireland campaign is a 3 year campaign and was launched in October 2013 by Safefood (an all-island implementation body set up under the British-Irish Agreement with a general remit to promote awareness and knowledge of food safety and nutrition issues on the island of Ireland) in partnership with the Health Service Executive and Healthy Ireland Framework in the Republic of Ireland and the ‘Fitter Futures for All’ Implementation Plan in Northern Ireland.

The campaign urges parents to make practical changes to everyday lifestyle habits which would make a big difference to their children’s future health. The aim of the campaign was to halt the rise in both overweight and obesity levels in children by 2015, by: communicating practical solutions that parents can adopt in order to tackle the everyday habits that are associated with excess weight gain in childhood; maintaining awareness of the health challenges posed by excess weight in childhood and the negative impact this can have on the quality of life. It specifically addressed: a) Sugary drinks, b) Treat foods, c) Portion sizes, d) Physical activity, d) Screen time and e) Sleep.

Campaign channels included television and radio advertisements, social and digital advertising through the means of infographics, vox-pops and how-to-videos from health experts which were all hosted on the Safefood website. Free family booklets were distributed through crèches, health centres, GP surgeries, libraries and by public health nurses and available on the Safefood and partner websites ( The message about childhood obesity was promoted through the Safefood website and the social media channels of Facebook and twitter. External sites, including the partner pages were used to distribute the information to a wider audience.


Additional information:

(last accessed in March 2017)

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Life Cycle Stages: Early Childhood | School Age | 
Main Settings: community | family | 
Specific Topics: nutrition | physical activity | 

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