The START campaign was developed to address childhood obesity, a growing public health crisis across the Island of Ireland.
Whether it’s fending off junk food, curbing screen time or making sure they get enough exercise, raising kids is a daily struggle. We sought to capture this reality and create a world that parents would recognise as their own — from the constant self-talk and inevitable losses to the little wins that feel like huge victories.
We wanted every parent who saw the campaign to think, ‘that’s me’, and to feel empowered to go after the one daily win that could start their kids on the way to a healthier life.
Film advertisement created by Target McConnells, Ireland for Safefood, within the category: Public Interest, NGO.
Joint Creative Director: Karl Waters
Senior Creative: Sarah Burke
Copywriter: Ciaran O'Suilleabhain
Art Director: Veronica Dick
Broadcast Director: Michael Cullen
Producer: Eric Brindley
Managing Director: Abi Moran
Group Business Director: Laura Kelly
Strategic Planning Director: Dr. Kenneth McKenzie
Account Director: Trevi Donegan
Senior Account Manager: Karen Downey
Director: Brian Durnin
Production Company: Red Rage