Unhealthy diets and the lack of exercise have made Mexico the country with the world highest obesity rate. The problem had gone so far, that this generation of children would be the first to live shorter lives than their parents. That’s why Nestlé, an advocate for proper child nutrition, created United for Healthier Kids, the largest initiative ever aiming at changing the nutritional habits of an entire country in a new, playful way. How? By creating a revolutionary line of 14 products that makes healthier living fun for children and the whole family: maracas that shake away fat, a juicer you can wrestle with, a digital pet that grows, the more you move, a plate that helps control food portions at every age and much, much more. To generate PR around the initiative we partnered with Televisa, the largest TV network in Latin America, to create Hermosa Esperanza: a groundbreaking reality show we used to launch our products nationwide. The TV show followed the 6 month journey of five Mexican families trying to overcome obesity. With our range of products and the guidance of health specialists, we helped the families solve a health issue in each episode. We then asked everyone to unite on our online platform to contribute with “healthy” ideas and most importantly to vote for their favorite products. In addition to the TV show, we created videos of our products, GIFs and other content that created buzz and PR online around the project.

A 6-month primetime partnership with Televisa (the largest broadcaster in Latin America), dozens of celebrities invited to help our families change, a national anthem to promote a brighter future for kids (composed by Mexico X-Factors winners), a national media campaign, PR burst and even the support of the Secretary of Health.

Hermosa Esperanza became a huge hit. Millions of Mexican families, celebrities, news outlets, pop stars joined the movement. Even Mexico’s Secretary of Health gave it the government’s blessing and support on national TV. Hermosa Esperanza drew in over 30 million viewers. 3 million people participated online. Our campaign got twice as much support on Facebook than Michelle Obama’s Let’s Move initiative. Nestlé showed an entire country that living a healthier lifestyle can also be fun. Due to the success of the TV show and the movement, millions of families across the country were inspired to change for the better.