Who is the “coolest” of them all?

Extreme fad diets have become an increasing trend among the young for quick weight loss, however, such diets have a potential to cause damage to the long term health of any individual. From causing malnutrition and vitamin deficiency to weakening the muscle tissues and further weakening the immune system leading to severe infections. Extreme diets cause long-standing risks to the body.


Young women everywhere need to redefine their diet choices to healthy and sustainable options. Speaking their language a speculative campaign designed by ‘Niharika Mathur, Communication Design student ISDI to promote the idea of long term health being more important than short term superficial health goals.

A new language for a new healthy lifestyle change

Launch of redefined acronyms through various social media

Conducted surveys show that women cut down 700 to 800 good calories while following strict diets, while the recommended is 1200–1500 calories per day. Extremely low-calorie diets are quite risky to health. These diets cause malnutrition’, vitamin deficiencies, cutting down essential muscle tissue and weakening the immune system leading to severe infections.

Skipping meals can put a strain on one’s system and reduce basal metabolic rate, skipping that meal is going to tell your body to go into a fasting state. Even worse research has shown that skipping a meal results in significant overeating on your next meal. It is ideal to eat two 300–400 calorie meals than to skip one meal and then eat 700–800 calorie meal!

Speculating Healthy choices…

An attempt to make healthy ‘cool’ among youngsters

Nestle’ has a 2030 mission where it aims to help 50 million children to lead a healthier life.

It has already conducted a survey with WHO on malnourishment, nutrition and obesity observed in children and aims to tackle that issue by 2030. They aim to release healthy food products to support this cause. As a measure, they have also removed 5% sugar, 10% salt, 10% trans saturated fats from all their products. The relaunch of MAGGI’ with more fibre and vegetables and less salt followed by the relaunch of MILO’ a chocolate drink without sugar are some strategies which support the#redefininghealthy choices cause.

A barcode will be provided on the Nestle’s products with the #redefininghealthy campaign, which when scanned can take the viewer to the campaign on the Nestle’s website.

‘Cool’ Strategies

Language best understood by Gen Z’

Leading the audience to a social media challenge by engaging the target group to post pictures (the act that comes naturally to them) of their healthy food with the #redefininghealthy stickers.

The new redefined short forms are speculated to gain traction through social media and draw the attention of the target audience with its quirky creatives. Emoticons will be made available as stickers ensuring audience participation and causing a new trend which will be popular among youngsters. This will encourage young women everywhere to eat and post stickers to be featured on Nestle’s’ Official page, thereby starting a new trend of redefining healthy!

Disclaimer: All creatives are hypothetical classroom projects.
All rights reserved ISDI.

Academic Mentor: Utkarsha Malkar

Indian School of Design & Innovation
ISDI Tower, One Indiabulls Centre,
Senapati Bapat Marg, Lower Parel,
Mumbai 400013.

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