Case study: British Dietetic Association ‘One Blue Dot’ campaign in association with Alpro Science

Case study: British Dietetic Association ‘One Blue Dot’ campaign in association with Alpro Science

At Nutrilicious we love helping to bring about and manage innovative partnerships and campaigns for better health nutrition and planet.

This week we are sharing reflections on our role in  helping to bring about the British Dietetic Associations “One Blue Dot” Toolkit and Campaign.

Background

Since Nutrilicious was founded in 2008 Sustainability has been part of our DNA. In 2017 we observed that Dietitians tended to advise clients about the importance of eating well, without considering the importance of sustainability. Their role in encouraging more sustainable eating was largely unrecognised.

Objective

To help create and deliver a UK-wide campaign to promote sustainable diets, educating dietitians, nutritionists and other health professionals and empowering them to support the public in improved diets for their health as well as the planet.

 

Approach

We worked closely with the British Dietetic Association (BDA) supported by one of our clients the Alpro Science and nutrition team to understand Dietitians knowledge gap and needs  with regards to sustainable diets.

We identified priorities for dietitians and other healthcare professionals, and barriers and motivators for citizens when it comes to sustainable diets.

As part of our research we carried out:

  • quantitative analysis, through a survey; and
  • qualitative analysis, through in depth workshops

Our teams unique expertise in partnership and project management, insights combined with our expertise in sustainable nutrition and PR allowed us to support the BDA and play a pivotal role in the creation of the One Blue Dot campaign and its ultimate outputs.

Launch Outputs

1.The BDA Sustainable Diets toolkit, a scientific report and toolkit which included six key resources, combining background information with practical ideas for helping change consumer behaviour:

  • Reference guide
  • Glossary of terms
  • Frequently asked questions
  • Meal swap ideas
  • Nutritional considerations
  • Other sources of key nutrients

2.Marketing, PR and social media

We developed and executed a strategic marketing and communications plan to raise awareness of the issue and promote the new toolkit.

We generated publicity and positive support from key influencers across the industry. Actions included:

  • Four articles in Dietetics Today
  • One Blue Dot website content
  • Sustainable diets webinar watched by over 1K dietitians, nutritionists and other health professionals across the UK and Europe, including trade bodies, NGOs and government representatives. Other attendees included representatives from INDI, BNF, PHE, Ireland Health Board and multiple members of the food industry
    • Social media posting, with reach of 327,000 and over 10,300 engagements at launch
    • Email campaign to the BDA, Nutrilicious and Alpro database, plus other networks.
    • Speaker platforms and information stands at key events, including BDA Live, Conference Food Matters Live and Primary Care
    • BBC Breakfast three-part programme on sustainability to include One Blue Dot

 

Key Results

  • First sustainability toolkit for Dietitians in the UK and globally
  • Forerunner to the Eat Lancet Review
  • Significant improvement in knowledge and awareness of sustainable diets amongst BDA members and non members
  • Dietitians of Canada inspired to create guidance for Canadian Dietitians
  • Working group and BDA members shared knowledge at national and international events
  • Raised the Alpro science and nutrition brand credibility, awareness and knowledge amongst Dietitians and other health professionals

 

Today

One Blue Dot is schedule for an update. If you would like to align with this fantastic campaign and support this, please get in touch. We would love to hear your thoughts.

 

 

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