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

Andrei Tiganas (), Anamaria Boghean () and José Luis Vázquez ()
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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

Chapter Chapter 18 in Social Marketing in Action, 2019, pp 271-282 from Springer

Abstract: 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.

Keywords: Public health; Malnutrition; Social challenges; Nestlé (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sptchp:978-3-030-13020-6_18

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DOI: 10.1007/978-3-030-13020-6_18

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