Latinworks (with the passionate blond MD) have created this campaign for the League Against Obesity (http://lcosp.com) in Guatemala. Targeting parents by reminding them of the dreams we all had as children (I wanted to be a highway motorcycle cop because I watched CHiPs), the image shows our usual astronauts, firemen and fighter pilot, except they are extremely obese men in these uniforms.
No kid dreams of becoming an overweight adult the line says. It's a true insight, no kid ever pictures themselves as having any problem when they grow up, but they also don't yet understand the huge effect a healthy diet has on their physical development, or deterioration. You have to sneak vegetables on to their plates, limit the soda because if it were up to them they'd drink a lake full, nag them about protein intake, and remind them that milk does a body good at every meal.
It's nice to see a simple visual execution with an insight - parents want the best for their children and to correct any mistakes they themselves may have made. The foundation of a healthy body and good food habits begins in childhood - even before birth, if you remember how many prenatal vitamins and forbidden foods there are for pregnant and lactating mothers - and it's important to eat right from the start. Junk food is a treat, not a daily meal, and the Liga Contra la Obesidad y el Sobrepeso in Guatemala will let your family consult with a doctor on what your family needs to do to change habits before the risk for type 2 diabetes becomes the daily worry, instead of dreaming about being a firefighter.
Advertising Agency: LatinWorks, Austin, USA
Chief Creative Officer: Sergio Alcocer
Creative Directors: Hernán Cerdeiro, Morris Dávila, Daniel Lobatón
Art Director: Morris Dávila
Copywriter: Daniel Lobatón
Account Supervisor: Christy Kranik
Production Company: Rocket to the Moon
Photographer: Inés García Baltar
Digital Retoucher: Diego Speroni