The @MediaSmartUK #EatThemToDefeatThem education pack builds on the campaign’s success with primary school pupils 

UK advertising’s non-profit education programme, Media Smart, has launched a brand-new creative careers resource based on ITV and Veg Power’s Eat Them To Defeat Them advertising campaign to encourage healthier eating among secondary school age students. It takes students behind the scenes at adam&eveDDB, one of the UK’s leading communications agencies, to show how the ad is created while encouraging consideration of a career in advertising. The new resource is backed by funding and media inventory support from 30 organisations across the advertising industry, including national broadcasters ITV, Channel 4 and Sky.

Media Smart aims to raise young people’s interest in creative careers by challenging them to design an entertaining, persuasive public health campaign that encourages teenage peers to eat more vegetables. Following a brief set by NHS Doctor and television presenter Dr. Ranj Singh, students are guided through the steps an advertising agency would follow, focussing on what motivates and interests their target audience. They then use this insight to develop an idea for an advert that stands out, with students pitching against teams of their fellow classmates to come up with the winning creative concept. The resource pack includes interviews with the team that created the original Eat Them To Defeat Them campaign, whose mission was to encourage primary age children to eat more vegetables.

Recent developments around COVID-19 mean that young people are being affected by, and experiencing, public health issues like never before. This new resource is timely in that students will take a close look on how to communicate to their teenage peers about personal health and wellbeing.  As we enter into a period where distance learning and home schooling will become the norm, Media Smart – as an online resource – is also well placed to support parents, teachers and pupils to keep learning during this important time.

Eat Them To Defeat launched in January 2019 and saw over 650,000 children eating more vegetables and 18 million more units of vegetables sold – enough for an extra portion of vegetables on every family dinner table in the UK for each week of the campaign.

Rachel Barber-Mack, Director, Media Smart, commented:

“We are huge fans of the Eat Them To Defeat them campaign. It is having a real impact with primary school age children and we wanted to help extend its reach to the teenage audience. I cannot wait to see the public health campaign ideas that the young people come up with. With further industry backing, we could even turn one of the ideas into a real advert. We hope our new educational resource, which lends itself to remote teaching or home schooling, will both inspire young people into creative careers as well as to eat more vegetables!”

Dr. Ranj Singh, NHS Doctor and Television Presenter, said:

“Encouraging healthy lifestyles and eating habits among young people is vital and this new resource from Media Smart – backed by broadcasters like ITV – is an important step in the right direction. Enabling young people to explore their creativity while learning about healthy lifestyles and future work options is a great way of combining important parts of the curriculum with a crucial message for personal health and wellbeing”. 

Carolyn McCall, Chief Executive, ITV, said:

“It is brilliant to see our award-winning Eat Them To Defeat Them campaign being taken into secondary schools, thanks to this initiative from Media Smart. Not only will young people benefit from the healthy eating messages that Eat Them To Defeat Them encourages, but this also gives them an opportunity to learn all about careers in advertising.”

Stephen Woodford, Chief Executive, Advertising Association, commented:

“Media Smart has a vital role to play in encouraging media literacy among our children and young people and this new resource is an excellent way of bringing healthy eating into the heart of the classroom and encouraging children to choose healthier options, while also enabling them to view advertising as a rewarding and innovative career choice.   

“The value of the UK’s Creative Industries, of which advertising is a key part, was nearly £112bn in 2018 and the sector supported 3.2m jobs – a number that increased by 81,000 in 2018 alone. With growth like this, there’s a very good opportunity for young people to get involved and join us by choosing a career in the industry.”

Eat Them to Defeat Them, the award winning campaign between ITV and Veg Power to encourage children to eat vegetables. It returned in February and is running over Spring as part of a ground-breaking £10m media alliance with ITV, C4 and Sky aimed at improving children’s physical health over the next three years. Eat Them to Defeat Them 2019 saw over 650,000 children eating more vegetables and 18 million more units of vegetables sold – enough for an extra portion of vegetables on every family dinner table in the UK for each week of the campaign. This proof-of-concept showed the positive power of media in changing behaviour. Eat Them to Defeat Them is part of ITV’s ongoing objective to encourage 10 million people to take action and improve their mental or physical health by 2023.

You may also be interested in these articles:

Register, Login or Login with your Social Media account:


Upcoming FE Events

Advertiser Skyscrapers

Video Advert

Latest Education News

Further Education News

The FE News Channel gives you the latest education news and updates on emerging education strategies and the #FutureofEducation and the #FutureofWork.

Providing trustworthy and positive Further Education news and views since 2003, we are a digital news channel with a mixture of written word articles, podcasts and videos. Our specialisation is providing you with a mixture of the latest education news, our stance is always positive, sector building and sharing different perspectives and views from thought leaders, to provide you with a think tank of new ideas and solutions to bring the education sector together and come up with new innovative solutions and ideas.

FE News publish exclusive peer to peer thought leadership articles from our feature writers, as well as user generated content across our network of over 3000 Newsrooms, offering multiple sources of the latest education news across the Education and Employability sectors.

FE News also broadcast live events, podcasts with leading experts and thought leaders, webinars, video interviews and Further Education news bulletins so you receive the latest developments in Skills News and across the Apprenticeship, Further Education and Employability sectors.

Every week FE News has over 200 articles and new pieces of content per week. We are a news channel providing the latest Further Education News, giving insight from multiple sources on the latest education policy developments, latest strategies, through to our thought leaders who provide blue sky thinking strategy, best practice and innovation to help look into the future developments for education and the future of work.

In May 2020, FE News had over 120,000 unique visitors according to Google Analytics and over 200 new pieces of news content every week, from thought leadership articles, to the latest education news via written word, podcasts, video to press releases from across the sector.

We thought it would be helpful to explain how we tier our latest education news content and how you can get involved and understand how you can read the latest daily Further Education news and how we structure our FE Week of content:

Main Features

Our main features are exclusive and are thought leadership articles and blue sky thinking with experts writing peer to peer news articles about the future of education and the future of work. The focus is solution led thought leadership, sharing best practice, innovation and emerging strategy. These are often articles about the future of education and the future of work, they often then create future education news articles. We limit our main features to a maximum of 20 per week, as they are often about new concepts and new thought processes. Our main features are also exclusive articles responding to the latest education news, maybe an insight from an expert into a policy announcement or response to an education think tank report or a white paper.

FE Voices

FE Voices was originally set up as a section on FE News to give a voice back to the sector. As we now have over 3,000 newsrooms and contributors, FE Voices are usually thought leadership articles, they don’t necessarily have to be exclusive, but usually are, they are slightly shorter than Main Features. FE Voices can include more mixed media with the Further Education News articles, such as embedded podcasts and videos. Our sector response articles asking for different comments and opinions to education policy announcements or responding to a report of white paper are usually held in the FE Voices section. If we have a live podcast in an evening or a radio show such as SkillsWorldLive radio show, the next morning we place the FE podcast recording in the FE Voices section.

Sector News

In sector news we have a blend of content from Press Releases, education resources, reports, education research, white papers from a range of contributors. We have a lot of positive education news articles from colleges, awarding organisations and Apprenticeship Training Providers, press releases from DfE to Think Tanks giving the overview of a report, through to helpful resources to help you with delivering education strategies to your learners and students.


We have a range of education podcasts on FE News, from hour long full production FE podcasts such as SkillsWorldLive in conjunction with the Federation of Awarding Bodies, to weekly podcasts from experts and thought leaders, providing advice and guidance to leaders. FE News also record podcasts at conferences and events, giving you one on one podcasts with education and skills experts on the latest strategies and developments.

We have over 150 education podcasts on FE News, ranging from EdTech podcasts with experts discussing Education 4.0 and how technology is complimenting and transforming education, to podcasts with experts discussing education research, the future of work, how to develop skills systems for jobs of the future to interviews with the Apprenticeship and Skills Minister.

We record our own exclusive FE News podcasts, work in conjunction with sector partners such as FAB to create weekly podcasts and daily education podcasts, through to working with sector leaders creating exclusive education news podcasts.

Education Video Interviews

FE News have over 700 FE Video interviews and have been recording education video interviews with experts for over 12 years. These are usually vox pop video interviews with experts across education and work, discussing blue sky thinking ideas and views about the future of education and work.


FE News has a free events calendar to check out the latest conferences, webinars and events to keep up to date with the latest education news and strategies.

FE Newsrooms

The FE Newsroom is home to your content if you are a FE News contributor. It also help the audience develop relationship with either you as an individual or your organisation as they can click through and ‘box set’ consume all of your previous thought leadership articles, latest education news press releases, videos and education podcasts.

Do you want to contribute, share your ideas or vision or share a press release?

If you want to write a thought leadership article, share your ideas and vision for the future of education or the future of work, write a press release sharing the latest education news or contribute to a podcast, first of all you need to set up a FE Newsroom login (which is free): once the team have approved your newsroom (all content, newsrooms are all approved by a member of the FE News team- no robots are used in this process!), you can then start adding content (again all articles, videos and podcasts are all approved by the FE News editorial team before they go live on FE News). As all newsrooms and content are approved by the FE News team, there will be a slight delay on the team being able to review and approve content.

 RSS IconRSS Feed Selection Page