SDG Area: HealthIn the past few decades, significant strides have been made in global health. There havebeen positive changes in life expectancy and reduction of some of the common killers associated with child and maternal mortality. There has been progress towards increasing access to clean water and sanitation and reducing malaria, tuberculosis, polio and the spreadof HIV/AIDS. However, much more effort is needed to fully eradicate a wide range of diseases and tackle persistent and emerging health issues, such as non-communicable diseases.
Non-communicable diseases (NCDs) are a serious global health concern: every year 38
million people die from NCDs. The four main types of NCDs are cardiovascular diseases(such as heart attacks and stroke), cancers, chronic respiratory diseases (such as asthma)and diabetes. NCDs are not passed from person to person: they usually progress slowly
over extended periods of time.
Almost two thirds of NCD deaths are linked to tobacco use, harmful use of alcohol, unhealthy
diets, and physical inactivity - these are known as modifiable risk factors. NCDs disproportionately affect low- and middle-income countries, and are a major barrier to social and economic development. Key actions needed to reduce NCD prevalence and impact include
improved surveillance/diagnosis, stronger health systems, expanded coverage of essential
medicines and technologies, and the reduction of modifiable risk factors.
NB: The SDGs include a broad range of specific targets relating to health. The full targets
can be found at http://www.un.org/sustainabledevelopment/health/. Whilst we can’t tackle
all of the issues in one project, we can still make progress: we have a selected a specificchallenge which you can help solve. Furthermore, due to the SDG’s universal, indivisible
and interlinked nature, progress in this area will contribute to progress towards all seventeen
goals.
What’s the challenge?
An unhealthy diet is a leading cause of NCDs. Being seriously overweight or obese contributes to diabetes, cardiovascular diseases and cancer; it has even been referred to as “thenew smoking”.
However, unhealthy food and drinks often have very powerful brands: KFC, McDonalds andDunkin Donuts to name but of a few of these often widespread and recognisable brands.
‘Tony the Tiger’ and Coca Cola red: they are universally known and loved by many. Children
grow up with these brands and trust them, which in turn shapes next generation’s choices.
This leaves healthy diet in a tricky position: it is fighting against something very established.
By contrast, healthy eating is a more fragmented, less compelling brand. This is a particular
problem in lower-income countries and segments, where healthy but affordable options arelacking, as is education about the risks of an unhealthy diet. (Whilst wealthy nations andsegments of society have seen a rise in powerful brands promoting healthy lifestyle, this is
still not the case in lower-income communities).

What do we need you to do?
We want a big idea to turn healthy eating into something recognisable, trustworthy andfun.
We need you to create a visual presence that can promote awareness and education
around healthy eating: an identity that can stand up against these strong, individual brands
and provide a new global benchmark.
The identity must work in print (e.g. schools) and digitally (mobile, internet) and physically(e.g. a badge); please show an example of each.
Target Audience
The number of overweight or obese infants and young children increased from 32 million
globally in 1990 to 42 million in 2013; in the African Region the number increased from 4
to 9 million over the same period. The vast majority of overweight or obese children live indeveloping countries, where the rate of increase has been more than 30% higher than thatof developed countries. If current trends continue the number of overweight or obese infants and young children globally will increase to 70 million by 2025.
Consequently, we would like you to primarily target people younger than 15 years old.
These are children and early teens in low-income families or nations who are not being exposed to informative and positive branding of healthy alternatives. They associate funbrands with unhealthy options.
As a secondary audience, we would like you to target those who make purchase decisions
for these children. They need a recognisable brand that their child and friends will notfrown upon: something that makes the decision feel both appealing and obvious.
Key message
Ensuring healthy lives and promoting the well-being for all at all ages is essential to sustainable development. A healthy diet is critical for combatting NCDs.