Hi friend – Rob here. Next time someone asks: "Hey, so what's your favourite recent behaviour change campaign?" You can think of many you like, but if you're drawing a blank, think of this one: ITV and VegPower's Gold winning IPA Effectiveness Award, from 2022. As a strategist and a dad, i absolutely love it. It's a story about how turning vegetables into villains helped kids feel like heroes. It led to stuff like this. This is a summary of the first principles behind the work. Full credit...