IInnssppiirriinng cg chhiildldrreen tn too EEAAT TT THHEEM TM TO DO DEEFFEEAAT TT THHEEMM THE CHALLENGE: Brits are now eating fewer vegetables than in the 1980s6. Kids are the most notorious vegetable avoiders of all, with 89% failing to eat the recommended daily intake of veg and 29% eating less 7 than a single portion daily . THE CAMPAIGN: For five years, ITV has worked with healthy-eating initiative Veg Power on Eat Them to Defeat Them, a multi-award-winning campaign that is proven to get children eating Eat Them to Defeat Them campaign more veggies. The idea is simple: vegetables are the baddies, and the RESULTS only way to beat them is to eat them. from 5 years of Eat Them to Defeat Them: After coming home so excited This year the campaign ran for 36 million people reached each year8 about the mission pack, Cian ate 2 six weeks on ITV airtime worth slices of carrots, 2 slices of sweet £1.5m, with that amount matched £17.5m of media investment across ITV, Sky and Channel 4 peppers and 2 sultanas. Wow! I between them by Sky and Channel 1.5m school children have taken part in 4,884 schools9 am witnessing a miracle unfolding 4 to enable a £3 million media campaign. Supermarket and food 77% of parents whose children took part in schools before my eyes! Tomorrow, our brands co-funded the campaign said they ate more vegetables10 next mission is to defeat the and the schools programme, where 53% parents perceive a long term benefit grapes and the sweetcorn. Kapow!” children try vegetables at school Parent of child participating and receive reward charts to use at 1.4 billion children’s portions of additional in Eat Them To Defeat Them home. Agencies adam&eveDDB and vegetables sold as a result Essence give their time pro bono. ITV Social Purpose Impact Report 2023 55