The European project ANEMELO addresses the current perfect obesity storm 

May 31, 2019


Over the last forty years, food and drinks producers have started to produce ever more processed junk food: many of them have replaced whole grains in their products by state-sponsored refined carbohydrates while adding sugar, salt and fat to extend product shelf life and boost product customer appeal. Next, the producers heavily pushed their new cheap, tasty, and calorie-rich food and drinks that are poor on nutrients to consumers. An important channel for them to reach youngsters is online marketing. As a result, processed food and drinks has sidelined traditional, healthy products that are not designed to please the consumer palate, are more pricy and are more complicated to prepare.

The changes in the food and drinks industry have created the “perfect obesity storm”, in the words of Tim Spector, leading to a situation in which around 25% of all youngsters is overweight or obese and junk food diet is the leading risk factor for early death in developed countries.

The European project ANEMELO (Augmented Reality Against Online Promotion of Unhealthy Food), co-funded by the Erasmus+ Programme of the European Union, is the first to systematically address the mechanisms used by Big Food to nudge youngsters towards the consumption of junk food and drinks. Based on these insights the project is creating an Augmented Reality game for youngsters aged 11 to 16 in order to promote their critical skills. In the game, youngsters play the role of Big Food marketers and thereby learn about the mechanisms available to nudge them. The game currently is being piloted in schools in Italy and Greece.

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Contact: Nicole Liddell

The Anemelo project partners are the project coordinator, CIVIC limited UK (UK), a full service digital agency, EU-wide network Dlearn (Italy), the largest private university in Cyprus University of Nicosia (Cyprus), specialist network Ezzev Foundation (the Netherlands), private school Platon (Greece) and secondary school Istituto Albert Einstein (Italy).

ERASMUS+ cofunded