British Heart Foundation goes digital for kids

The British Heart Foundation (BHF) has relaunched its online game YooBot as part of the Food4Thought campaign that aims to educate 11 to 13 year olds about the long-term effects of a healthy lifestyle.

Children are encouraged to create their own character and see how diet and exercise choices affect its long-term health. The game now features the YooNot, the alter ego of the original YooBot character that encourages it to eat junk food and do no exercise. In the game, users can defeat the YooNot in a game of Ultimate Dodgeball.

BHF head of social marketing and brand Nick Radmore says: “Children are increasingly technology savvy so we decided to disseminate the messages about eating and exercise habits in a medium they are familiar with.”

The charity is also launching real-life Ultimate Dodgeball throughout schools to tackle childhood obesity and encourage children to make changes to their diet and lifestyle.

The BHF has also launched National YooBot Day (21 December), which gives children an opportunity to enter a competition to have their character appear on Nickelodeon.

The digital game was created by Grey London and Bloc media and launches on Monday (28 September).

The campaign is being promoted via desk drops in schools, online and SMS activity and an advertising campaign via Nickelodeon.

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