Information campaign aimed 18-34 on healthy and sustainable food practices linked to daily consumption of fruit and vegetables and physical activity (2024-2026)

In order to promote proper dietary practices, in line with the European Commission's white paper on a strategy on nutrition, overweight, and obesity related to health issues, France, Poland and Spain combined their expertise to build a promotion and information campaign which values European fresh fruit and vegetables and promotes the Farm to Fork Strategy under the European Green Deal which represents a new EU-wide approach to how Europeans value food sustainability. This campaign will target 18-34-year-old young adults, aiming to encourage them to consume more fruit and vegetables while being more active and less sedentary.

By developing a pan-European information and promotion campaign, the proposing organisations aim at increasing the level of knowledge of 18-34-year-old young adults on the nutritional benefits, versatility, and simplicity of preparation, consumption occasion possibilities and environmental sustainability aspects in Europe, France (by 5%), Poland (by 5%) and Spain (by 5%) and to increase the proportion of responsible consumption of fruit and vegetables by 18-34 year-old young adults in Europe, France (by 1% per annum), Poland (by 1% per annum) and Spain (by 1% per annum). It should give a ROI of 43,34 euros in France, 40,73 euros in Poland and 60,10 euros in Spain.

The program will be structured around five major actions carried out with European, French, Polish and Spanish 18-34-year-old young adults: Press relations, Website and Social Networks, Advertising, Communication tools and Events. The holistic messages of the campaign are that the European Union supports healthy and sustainable dietary practices, by promoting the benefits of adopting a healthier lifestyle behaviour, including daily consumption of fruit and vegetables and getting moving, using the right dissemination channels. An independent evaluation and the mobilisation of a budget of approximately 5,2 million euros will ensure this effective strategy.