Right Bites

Client: Mencap
Creative: Interactive Healthy Eating Toolkit

Objective
Mencap approached Bold Creative to help them tackle the issue of diet related disease and ill health amongst the Mencap’s Service Users and help support Carer led initiatives.

Strategy
To understand how best to motivate Mencap Service Users, Bold undertook an intensive period of on-the-ground research to closely observe their shopping and eating habits over an extended period of time. A lot of time was spent within the Mencap homes interviewing the residents, and a workshop was hosted with the Mencap staff, nutritionists and designers at the Innovation Centre at Central Saint Martins.
The designed output had to provide a carefully designed and easily accessible website with resource materials.

Output
Bold set about creating a wipe-clean interactive toolkit and support website with downloads.
To ensure the resource was emotionally engaging, Bold filmed a short documentary dvd starring the residents of a Mencap house demonstrating them enjoying cooking breakfast, lunch and dinner for their friends and housemates. The peer-to-peer educational tone of the film was able to demonstrate how to use the designed toolkit, which included food nutrition lists, menu planners, recipe cards and posters which all arrived in a branded bag. The dedicated website also included interactive food games, online recipe feedback as well as duplicates of everything in the pack.
The recipe ideas and script for the film were co-authored and voiced by the Mencap Service Users.

Wider Results
• The simple and informative toolkits have educated Mencap Service Users on the benefits and fun of healthy eating and changed shopping habits
• This resource has since gone on to be trialed in a number of different regions across the UK.