Blue Band's Breakfast Movement

I did a social experiment to see if a mother really knows everything about her child, to encourage mothers to provide nutritious breakfast for their children.

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Gerakan Sarapan Blue Band (Blue Band's Breakfast Movement)

According to experts, most Indonesian kids don’t eat breakfast. And from those who do, most consume only low-quality breakfast. Why? Because preparing breakfast can be a challenge. Therefore, mothers today tend to serve what is simple and easy in the morning. They don’t realize that breakfast should be nutritious–it should contain Omega 3 & 6, an energy source for children to do their activities that is also important for their growth.

That was why Blue Band, a leading margarine brand, wanted to create a movement that raises mothers’ awareness about the importance of a nutritious breakfast. Eventually, Blue Band wanted to encourage mothers to prepare breakfasts with Blue Band, because Blue Band can be the solution for mothers to provide their kids with the Omega 3 & 6 they need to grow.

Through Gerakan Sarapan Blue Band (Blue Band's Breakfast Movement), we present insights to help mothers realize the importance of a nutritional breakfast, as well as provide them with practical guides to prepare nutritious breakfasts that are tasty and quick.

For the first step of this campaign, we needed to create engaging communication materials that serve as a wake-up call for moms to always provide nutritious breakfast for their kids.

Through a video of a documented social experiment, we show that even though moms tend to feel that she knows everything about her kids, sometimes children have a “secret” of their own–some activities unknown by their moms, either because it happens spontaneously or something they simply don’t tell. That is why moms need to equip her children with a nutritious breakfast, to make sure that she has provided enough to support their activities, whatever it may be.