Childhood obesity remains a critical challenge: in the UK, one in four children starting school are overweight or obese. Most initiatives had focused on what children eat. By bringing toddler portion sizes into the spotlight, The Infant & Toddler Forum shifted the conversation from what to how much….
The Brief
Increase awareness among parents and reframe obesity prevention by making toddler portion size practical and relatable.
Our Approach
Working with the Infant & Toddler Forum, and based on their proprietary data, we created an interactive online guide covering 100 common family meals, giving parents clear, accessible advice at their fingertips.
To launch, we used insights from a parent survey as a news hook, unveiling the resource on Sky News. This sparked a wave of coverage across major broadcasters and ignited a national conversation.
Images comparing recommended toddler portions with what many parents actually serve went viral, amplified by targeted ads and influencer engagement. The result was not just visibility, but meaningful debate among parents—the audience we most needed to reach.
Impact
4.2M
families reached via social, broadcast, and traditional media
171K
website visits in 10 days
186K
social media engagements (comments, likes, shares, RTs)
The Rethink Toddler Portion Sizes campaign was a real step change for the Infant & Toddler Forum, delivering a scale and quality of engagement with parents that exceeded all expectations.
Katy GS, Stakeholder
