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Behavior Change and Nutrition Education for Teenagers: Nestlé Social Marketing “Healthy Kids Programme” in India

In: Social Marketing in Action

Author

Listed:
  • Andrei Tiganas

    (International Advertising Association of Young Professionals Cluj-Napoca—IAA Young Professionals Cluj)

  • Anamaria Boghean

    (International Advertising Association of Young Professionals Cluj-Napoca—IAA Young Professionals Cluj)

  • José Luis Vázquez

    (University of León)

Abstract

This study tackles a campaign carried out by Nestlé, a famous international company that also rules the national food Industry of India. The Nestlé Healthy Kids Program is a campaign that aims to determine major behavior changes in terms of nutrition and lifestyle by educating teenagers to set a balanced and healthy diet together with an active lifestyle. The campaign seeks to foster good nutritional behaviors in order to meet the major challenges of India regarding malnutrition. The paper emphasizes the strengths of the campaign along with its limitations in terms of branding, communication, and image challenges encountered so far by the company.

Suggested Citation

  • Andrei Tiganas & Anamaria Boghean & José Luis Vázquez, 2019. "Behavior Change and Nutrition Education for Teenagers: Nestlé Social Marketing “Healthy Kids Programme” in India," Springer Texts in Business and Economics, in: Debra Z. Basil & Gonzalo Diaz-Meneses & Michael D. Basil (ed.), Social Marketing in Action, chapter 0, pages 271-282, Springer.
    • Handle: RePEc:spr:sptchp:978-3-030-13020-6_18
    DOI: 10.1007/978-3-030-13020-6_18
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    Cited by:

    1. Nosi, Costanza & D’Agostino, Antonella & Pratesi, Carlo Alberto & Barbarossa, Camilla, 2021. "Evaluating a social marketing campaign on healthy nutrition and lifestyle among primary-school children: A mixed-method research design," Evaluation and Program Planning, Elsevier, vol. 89(C).

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