UNICEF | Fix My Food Regional Campaign

UNICEF’s Fix My Food campaign is a regional initiative supporting young people across Asia-Pacific to advocate for healthier food environments. As ultra-processed foods become more accessible while fresh options grow less available, the programme aimed to amplify youth voices and connect grassroots perspectives with policy conversations. The project required translating a complex regional advocacy framework into localized stories that could resonate with Chinese audiences while remaining aligned with UNICEF’s broader campaign messaging.

Working closely with UNICEF teams, the approach focused on documenting youth participation through a human-centered narrative lens. Coverage of the Beijing youth participatory conference became the narrative anchor, allowing individual voices and lived experiences to guide the storytelling. The communication strategy emphasized clarity, authenticity, and platform adaptability, combining bilingual documentary storytelling with vertical formats tailored for Chinese social media.

The resulting films positioned local youth perspectives within UNICEF’s wider regional advocacy effort, strengthening the connection between policy dialogue and everyday food choices. The project demonstrated how localized storytelling can reinforce regional messaging while expanding engagement across institutional and public-facing platforms.

Client: UNICEF
Category: Institutions