BACKGROUND

In South Africa, 1 in 5 children don’t consume breakfast in the morning. Of those eating breakfast, a large majority are not eating what is deemed to be a nutritious breakfast.

The vision of the Rama Social Mission is to make a nutritious breakfast an everyday reality for all South African children. The programme was preceded by a brand relaunch in March 2017, the scope of which included; a formulation change (total fat reduction from 80% to 70%, most notably a reduction in saturated fat and salt and an overall nutritional profile improvement) thereby making Rama the only spread with 9 vitamins and Omega3.

An interactive digital tool was created to enable allows parents to check their families breakfast behaviour. A behaviour change programme was created to engage parents & schoolchildren and the teach them the importance of a Good Breakfast using a comic book especially created for the Programme.

RESULT:

• The behaviour change programme reached 360 schools in KZN and more than 200 000 children.