Shocking Experiment Exposes What's Encouraging Young People to Eat Unhealthily

The independent creative agency Don’t Panic and Bite Back 2030, a youth-led movement, today released their campaign film, ​It’s Not Your Fault You Can’t Resist​. The film, directed by Chris Faith from production house Faithful Hound is a call for action; issuing a powerful invitation to young people to join the new movement which is calling for the food industry to put the health of young people before profit.

On September 28th, eight teenagers turned up to a restaurant for what they believed was the start of a social experiment. Little did they know, that it was really the end of it. Throughout the week they had been targeted with a host of advertising techniques, including social media influencers, posters and radio ads, to highlight the power the food marketing industry has over their choices.

There were over 50 items on the menu - yet it was predicted in every instance what they were going to choose.

The experiment resulted in a film that featured no actors, no staged reactions and no scripted responses - just the power of the manipulation young people are unwillingly exposed too on a day-to-day basis.

“Throughout the whole project we collaborated with Bite Back’s Youth Board. An eclectic group of young teens who are passionate about change. They really have been the energy and inspiration behind pulling this ambitious social experiment off!” said ​Rick Dodds, creative partner, Don’t Panic.​ He added “​The reactions from the teens in the experiment were a rollercoaster. At first they were amazed, even delighted that we had managed to predict what they would choose out of the 50 items on the menu. Then amazement turned into shock and even anger at how they had been manipulated. Watching it all unfold on the monitors, our emotions followed a similar arch; at first we were excited it had worked, then promptly horrified that it did”

Britain’s Got Talent 2019 runner-up ​Marc Spelmann​ was a key consultant to the production team, sharing his expertise in subliminal manipulation to help mirror the techniques used by prominent food companies to influence our decision making.

“I think we are exploited all the time and we don’t even know it. We're an easy target. In the short term, yeah sure we're happy eating unhealthy stuff, but that's going to knock years off our lifespan and cause so many health problems. I hope this video will unlock and unleash the same frustration in others that the Bite Back 2030 Youth Board are already feeling about how unhealthy food is always in the spotlight - Energy that we can use to drive change,” stated ​Imaan​, a member of Bite Back 2030’s Youth Board.

Joe Wade, founder, Don’t Panic​ said: ​“We believe in Bite Back’s mission and are happy to help shine a light on how the advertising industry bears a lot of responsibility for inducing young people to eat utter crap!”

To find out more, or to get involved in the Bite Back 2030 movement, visit ​www.biteback2030.com or follow @biteback2030.