January 2022
BBC Food Healthy Eating | Tai Ibitoye
At the end of last year, we were commissioned by BBC Food to produce a campaign of no-stress, flexible recipe content to promote healthy eating. The aim was to give young people the tools to eat well, in a sustainable way, for the rest of their lives by making their own positive food choices and recognising bad diet advice when they see it online.
This project will run from January to March, beginning with an emphasis on myth-busting this month to act as an antidote against quack diet information at its peak. Designed mainly for Instagram, the content includes Stories, Reels and IGTV, and is, in style, fun and uplifting and, in subject matter, important and valuable.
We cast a strong team of five knowledgeable, trusted and likeable personalities, with who we created uplifting, sharable and promotable content. Each member of the team was selected because they are celebrated for their work in health-related industries such as food, nutrition, health, and fitness, and they share the same refreshing ethos when it comes to health and well-being.
The campaign was kicked off by Tai Ibitoye. Tai is a registered dietician who uses her social media platform @taitalksnutrition to debunk common myths and misconceptions on diet and nutrition. Tai tookover BBC Food’s social media channels to share some of her favourite go-to quick and easy recipes:
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