Advertising a 'Healthy Lifestyle:' A Cypriot Health Education Project

This paper describes a health education program entitled "Young Consumer" project, financed by the European Union and implemented by the Cyprus Consumer Association between March and June 2004. The aim of the project was to promote a healthy lifestyle among a group of Cypriot primary school pupils (11-12 years old). Participants were asked to create video "advertisements" to promote healthy lifestyles. The advertisements challenged stereotypical perceptions of "healthy lifestyles" that involve avoidance of pleasurable experiences, and promoted aspects of healthy living specific to young people. Participants projected the benefits of health-related behaviors such as caring about oneself, relaxing, eating fruits, exercising, playing, being creative and cycling as being associated with youth, vitality and health. This paper focuses on the positive aspects of the "Young Consumer" project, in particular the importance of positive approaches to health, sensitive approaches to young people, valuing participants' experiences and promoting the acquisition of empowering skills.