According to World Health Organization (WHO) 39 million children under the age of 5 were overweight or obese in 2020 as well as children over the age of 5 and adolescents.

If these trends continue, The World Obesity Atlas 2022 has predicted that by 2030, 1 in 5 women and 1 in 7 men will be living with obesity and the number of people with obesity will have doubled globally since 2010.

Childhood habits on balanced nutrition and physical activity have a critical role and impact on both physical and mental health on adulthood. Healthy children mean a healthy society and healthy behaviour is acquired at an early age.

Children are the most important element of our society for a better future. With this belief, we give a special place to children in our community health awareness activities. Since 2016, we have been carrying out our project “Growing Healthy with Migros” to spread and further strengthen children’s awareness about healthy and good living. Our volunteer store managers have carried out store-tours for children in around 386 Migros stores in 70 provinces in Turkey by sending out invitations to children and families.

The following themes were addressed as part of the “Growing Healthy with Migros” campaign:

  • The importance of a balanced nutrition and balanced nutrition chart,
  • The health benefits of fruits and vegetables,
  • What are the control processes the product goes though before reaching the shelves,
  • Good agricultural practices,
  • Tips on reading labels,
  • The usage of waste collection bins in stores,
  • The benefits of recycling for a better future.

The “Migros Healthy Growth Guide” prepared by the Turkish Food Safety Association (TFSA) and Migros is given to children as a gift during the tours where the importance of balanced nutrition and exercise is emphasised. To date, more than 176,000 children have had access to educational materials and activities within the scope of the initiative.

During the pandemic the programme moved from an instore focus to digital activitation. The educational materials wereturned into an animated film with the collaboration of the United Nations Food and Agriculture Organization (FAO).  The film was released for the first time on National Sovereignty and Children’s Day 23rd April 2021.

To continue the digital focus a new communication plan has been prepared this year to highlight the initiative. Influencers who participated in store tours with their children, promoted the activities on social media with the focus being on healthy childhood and balanced nutrition. The educational video reached 2,1M children through Migros TV and social media channels.

The English subtitled video can be watched on Migros’ YouTube page.