Choose True, not Fake

Creative idea

In Ukraine, 1 in 5 kids are overweight, and 1 in 10 suffer from obesity. Our challenge was to change the perception of healthy eating among teens and make it exciting, fun, and impactful. Idea: What’s inside your shopping cart, fridge, or plate? It’s what’s in your life. What’s inside matters. We need to speak to teens in their language, slang, and digital-first formats. Use phrases like “Eat what creates a healthy vibe” and “Eat what makes you a crush” to make healthy eating feel real, fun, and relevant. It’s not just about food, it was about owning your future.

Brand name: UNICEF Ukraine
Advertiser / client: [email protected]
Product / service: Healthy Eating Campaign
Campaign name: What's Inside Matters
Agency network: INDEPENDENT AGENCY
Agency: Postmen, Kyiv
Agency chief executive officer: Olena Vedmid
Chief creative officer: Olga Mykhalets
Art director: Olena Horobets
Copywriter: Maria Karatkevich
Designer: Oleksandra Bosa
Additional company: Account Manager - Dariia Varenyk