Each year for the past 13 years the Parent’s Voice has run the Fame and Shame Awards. The winners of the 14 th year have just been announced.
The Parent’s Voice is an online network of thousands of parents, health professionals and carers, which aims to improve the food and activity environments for Aussie kids.
The following are this year’s “winners” in the Shame part of the awards;
The Smoke and Mirror Category was won by Nestle for it’s promotion of Milo. The award is about how the promotion campaign is aimed at children and talks about how adding Milo to milk “adds more to milk”, whilst not mentioning that in each serve of Milo there is 9g of added sugar.
Alice Pryor, Parents’ Voice Campaigns Manager said; “Behind the smoke and mirrors, MILO only gets a 1.5 Health Star Rating without milk.”
The Digital Ninja Award went to McDonalds for it’s “Happy Land” app. Ms Pryor said; “Using popular SnapChatlike features such as digital masks, in conjunction with featuring the animated character ‘Happy’, the app is designed to increase children’s brand affinity with McDonald’s.”
The Pester Power Award went to the Coles Lttle Shop campaign, which encouraged children to nag their parents to make purchases to be able to get the little food replicas.
The Foul Sport Award went to PepsiCo for the Gatorade “The Game is Never Over” campaign. This award was based on the use of sports stars to promote a drink to kids which contains 36 g of sugar in every 600mL bottle.
The following were the winners of the Fame side of the awards;
The Parents’ Choice Award for Food winner was the Phenomenom campaign This is a campaign funded by Horticultural Innovation Australia and produced by the former Masterchef contestant, Alice Zaslavsky. It makes food a core component of eduction by using springboard videos and interactive lessons.
The Parents’ Choice Award for Activity was given to VicHealth for it’s “This Girl Can” campaign. The aim of the campaign is to get women and girls moving by showing a variety of fun physical activites.
Chair of the Parents’ Voice Steering Committee and parent Ari Kurzeme said; “‘This Girl Can’ presents a great opportunity and invitation for young women to try activities that suit them, to have fun whilst moving and says that sweating is okay – even beneficial.”
For more information about the Awards – https://parentsvoice.org.au/campaigns/fame-shame/