With 22 million children in Europe overweight and 5.1 million others heading towards obesity, Europe is in red alert. This data from the World Health Organisation (WHO) unveils the inappropriate eating habits of Europeans. To overcome this dangerous statistic and to teach children about living healthily, the European Union (EU), together with the Centro Servizi Ortofrutticoli (CSO) and Italian Government arranged a fund of €3.5 million for the “Fruitness, enjoy it!” campaign.
This project initially started in 2006 and the fund is set to continue the project for another three years, the period of 2009-2012. Mr. Fruitness is the superhero in a green leotard. He accumulates his energy by eating fruit whilst fighting junk food and obesity. This superhero is created to attract children to consume more fruit so that they can avoid living an unhealthy lifestyle. The geographic target of this campaign is Austria, United Kingdom, Germany, Poland, and Sweden. A website has been launched to give children the chance to play with their superhero online and also learn about the benefits of fruit through this interaction. The website is www.fruitness.eu which contains games, sports, quizzes, and interactive information for a healthy lifestyle with recipes of fruit desserts and fruit-based snacks. Not to mention, nutritional advice from the experts.
In the last period, 2006-2009, Mr. Fruitness has been estimated to have reached 21 million people in his promotion of pears, peaches, kiwi, nectarines, and plums consumption. And, an average of 1 million of those people were reached by the website.