Kostrådene - The Norwegian Directorate of Health

Kostrådene

  • Client The Norwegian Directorate of Health
  • Project Kostrådene
  • Year 2024

Delivery

Communication and PR Design Advertisement

Poor diet is a leading cause of illness and premature death in both Norway and globally. Despite this, people often consume too little of what benefits their health and too much of what harms it. The Norwegian Directorate of Health aimed to tackle this issue with the release of updated dietary guidelines in August 2024—13 years after the last revision. These guidelines were designed to help Norwegians make healthier choices year-round, not just during specific seasons or holidays.

  • image

Challenge

One of the biggest challenges was cutting through the noise of overwhelming, often conflicting health advice, especially on social media. Young adults—many of whom are establishing their own lifestyle and dietary habits—are bombarded with diet trends and extreme health fads like keto, paleo, mouth taping, and ice baths. The Directorate needed to communicate the new dietary guidelines in a way that was both trustworthy and relevant, making the information appealing without being overbearing.

Solution

The campaign focused on simplifying the guidelines and connecting with the target audience through relatable, clear messaging. It aimed to build trust in the new guidelines while addressing the confusion surrounding modern diet trends.

The campaign featured outdoor ads, social media posts, and a content article with a young doctor explaining the new guidelines in an easy-to-understand, friendly manner. The campaign's core message was about "common sense" in health—approaching food choices in a balanced and simple way. Additionally, a comprehensive toolkit was created for healthcare professionals, educators, and schools, providing visual assets and presentation templates to ensure consistent communication across sectors.

  • image

Results

The updated dietary guidelines quickly gained attention, both through the campaign and widespread media coverage. The redesigned dietary circle became a highly recognized visual, praised for its clear, modern design. The campaign succeeded in presenting the new guidelines as an accessible, credible source of advice, while also cutting through the clutter of competing diet fads, positioning the Directorate as a trusted authority on healthy eating for the long term.

  • image

Case studies

A lot has happened since 1998. While commercials are part of our story, we've created countless other achievements we're proud to showcase. Take a look at our work.