Three months after its launch, the ‘Follow me to be Healthy with Europe’ campaign has reached over 1,000 followers on Twitter. Young Europeans on social media are following the digital-first EU-wide campaign run by Freshfel Europe and Aprifel, which is challenging millennials to eat at least 400g of fruit and vegetables per day as part of a balanced and healthy diet. By following the campaign and participating in the #400gChallenge millennials are increasing their daily consumption of fruit and vegetables as well as their awareness of the important role fruit and vegetables play in their health.
In Europe only 14% of the population reaches the World Health Organization’s recommendation of consuming at least 400g of fruit and vegetables per day despite broad consensus among the scientific community of the health-giving effects of regular fruit and vegetable consumption. This low consumption level is particularly noticeable among 18-30 year olds who are the target of the ‘Follow me to be healthy with Europe’ campaign. Over three years the campaign aims to increase millennial’s awareness of the importance of consuming fruit and vegetables as part of a healthy diet and translating this awareness into concrete action by consuming at least 400g of fruit and vegetables per day.
Millennials are hyper connected and fond of visual content, which is why ‘Follow me to be healthy with Europe’ is a predominantly online campaign. The digital outreach of the campaign extends to monthly videos on YouTube and daily posts on Twitter, Instagram and Facebook to disseminate inspiring infographics, information tips and videos. The overall theme of this online content is the #400gChallenge, which invites millennials to take part in the challenge to eat at least 400g of fruit and vegetables per day. The campaign has two Twitter accounts, @400gChallengeEU and @400gChallengeFR, which display creative visuals to help inspire millennials to take part in the #400gChallenge. Three months after the campaign launch @400gChallengeEU already has over 1000 followers, who are themselves joining in and further spreading the word across Europe about the #400gChallenge.
The campaign’s two Twitter accounts are differentiated by the main language of their feed content with @400gChallengeEU having content in English and @400gChallengeFR having content in French. While English and French are the predominant languages of the campaign in order to reach a European wide target audience the campaign’s content is also being translated into German, Spanish, Italian and Polish.