The Power of Youth Activism
We’re incredibly heartened by the powerful activism of Bite Back 2030. This youth-led movement truly embodies collective action, creating a vital commercial break from the relentless junk food advertising that bombards our children.
The Uncomfortable Truth of Our Children’s Diets
The figures speak for themselves, and they are, frankly, quite alarming. 86% of teenagers encounter these ads on social media; on billboards, it’s 82%. Even celebrity endorsements reach 72% of them. This pervasive exposure intensified with the pandemic’s digital shift. And the consequences? Stark. Children growing up with obesity are five times more likely to carry this into adulthood.
A Crisis For Our Communities
For us at Movimento Metropolitano (MoM), this goes beyond just marketing; it’s a profound public health crisis, striking at the very heart of our communities and well-being.
How Young Activists Are Reclaiming Our Streets
Young people are seizing their food environment. Their bold move to buy up billboard space – like at Westfield White City – is a defining moment. Now, instead of the usual barrage of unhealthy food ads, families are met with a defiant message: ‘Young activists bought this space so that junk food giants couldn’t’. This isn’t just about reclaiming physical space—it’s also about exposing exploitation.
From Protest to Policy: Driving Real Change
This direct action complements vital behind-the-scenes work. The recent Advertising Standards Authority (ASA) ruling against Just Eat, prompted by a 15-year-old Bite Back activist, marks a significant victory. It underscores the urgent need for stricter regulations on how junk food is marketed to children – a cause MoM has long championed. This isn’t about lecturing – it’s about protecting children.
A Shared Mission for a Healthier Future
Bite Back 2030 is prioritising children’s health over corporate profits – a mission we passionately share. Their message is clear, their activism effective, and their spirit truly inspiring. By challenging the status quo and igniting a powerful youth-led movement, Bite Back 2030 is a key force in achieving our shared vision: building a healthier, more just food system where every child’s right to good food is truly realised. This aligns with MoM’s core values of building communities and nurturing connections with like-minded individuals who share common goals and celebrate artisans.
