DUNCAN STEPHENSON
Campaigns, Policy and Communications
PROJECT :
Public Health Supermarket
One of the main causes of obesity is the overconsumption of high-calorie and high-sugar 'junk' food and drink. Clearly, the way these products - and their healthy alternatives - are marketed and merchandised plays an important role in safeguarding the public's health.
Therefore, as part of a series of initiatives to persuade the Government to take action on the marketing and advertising of 'junk' food and drink, I came up with the idea of creating a supermarket where all aspects (i.e. layout, stock, promotions, marketing etc) are all determined by health factors and the promotion of healthy choices, rather than profit.
The main objective of this project was to support a range of lobbying activities ahead of the Government’s planned review of price promotions for 'junk food'. To make it happen, I worked in partnership with The People’s Supermarket in Central London and our corporate partners, Slimming World.
IMAGE : Launch of Health on the Shelf at the People's Supermarket in Central London.
EVENT :
Supermarket 'Takeover'
Our aim of the 'takeover' was to recreate what a supermarket could look like, if the health of their customers was their overriding priority. As a result, all 'junk' was banished from the checkouts, the amount of shelf-space given to healthy foods was significantly increased, and the whole shopping experience was transformed - with helpful nudges, in-store healthy cooking classes, with friendly and knowledgeable staff on hand to provide advice and support.
FILM : Public Health Supermarket and Health on the Shelf video (short).
REPORT :
'Health on the Shelf'
To accompany the event, we also published a report detailing the findings of research with shoppers about what supermarkets (and Government) could do to help the healthy choice become the default choice.
Media Coverage :
The report and event received considerable publicity – most nationals and broadcasters covered the launch of the supermarket, and it prompted interested from Government departments, retailers and even UNICEF invited us to present our work. We submitted our work and research to Government consultations on regulations for supermarket price promotions and we were delighted that many of these were included in the Government’s obesity strategy.
- EVENING STANDARD - UK's first supermarket designed by public health experts launches in Central London
- BBC FOOD - How do supermarkets tempt you to buy unhealthy foods?
- BELFAST TELEGRAPH - Supermarkets accused of fuelling obesity crisis
- MAIL ONLINE - Public health experts release blueprint of ideal layout that would 'help tackle obesity'
- THE GROCER - Supermarkets are helping fuel the obesity epidemic, says report
- DAILY TELEGRAPH - Supermarkets are designed to make us fat, say public health experts.
FILM : BBC Wales report on launch of the Nudge Supermarket and Health on the Shelf.
