THE DO MORE FOUNDATION GAMIFIES NUTRITION EDUCATION – AND EVERYBODY WINS

Durban, 6 March 2020: When the DO MORE FOUNDATION
broke a world record by making 107 418 peanut butter sandwiches in an hour on
World Food Day in October 2019, it was just the beginning of a plan to ensure
that young children across South Africa get the right nutrition, every day.
March being Nutrition Month, the DO MORE FOUNDATION has initiated an innovative
follow-up campaign which teaches children and their caregivers how to make
healthier nutritional choices, without spending more. 

Currently 27% of South African children under the
age of five are stunted due to inadequate nutrition. Stunting can have serious
long-term consequences, including poor cognitive development and long term
health issues. While lack of access to healthy food is an obvious contributing
factor, so is a lack of knowledge about what healthy eating looks like. Even in
impoverished settings, it is common for children to be sent to school with
nutrient-poor snacks rather than something as simple and affordable as a peanut
butter sandwich.  

The DO MORE FOUNDATION is working to change this by
creating a fun, nutrition-focused board game to take back to the children who
received sandwiches during its World Food Day campaign. Playing the game
introduces the children and their caregivers to the campaign’s key nutritional
messages, and technology takes these a step further. By scanning a QR code or
contacting the Whatsapp number on the game, the caregiver gets to have a short
nutritional conversation with a “chatbot” – and be rewarded with a R2 discount
voucher on their next Yum Yum Peanut Butter purchase, plus a chance to win a
year’s supply of the same. 

Follow the link to test out how the chatbot technology works: http://m.me/FindingThabo?ref=yumyum

“This fun, innovative campaign will enable us to
make a more sustainable impact in the nutrition space. It also gives children
and caregivers an opportunity to play a fun game together, which is important
for social and cognitive development,” says Iris Naidoo, DO MORE FOUNDATION
Programme Specialist.

This is the first time the DO MORE FOUNDATION has
embarked on a consumer-focused nutrition education campaign. As always, they
are working with a number of partners to make it possible. Barrows has printed
and laminated the A3-size educational games using leftover white board; The
Reach Trust has integrated the new nutritional messages into its digital
“Finding Thabo” chatbot platform which is supported by Pick n Pay; and RCL
FOODS is providing the discount for the Yum Yum peanut butter, in partnership with
Pick n Pay and Pick n Pay Smart Shopper. The Foundation has also collaborated
with UNICEF to ensure high quality messaging around nutrition for young
children. The game will be distributed at the end of February 2020, in five
regions where the sandwiches were donated for World Food Day. 

“We are excited at the opportunity to drive this
critical message and do that little more to influence behaviour change. Thank
you to all our partners for supporting us in delivering this ambitious
campaign, which ends in April 2020 with the announcement of the competition
winners,” says DO MORE FOUNDATION Executive Warren Farrer.   

For more information contact:  Cara Hubert (Cara.Hubert@domore.org.za) (083 776 7974)

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