Helsedirektoratet
Making the new national dietary guidelines feel like common sense
Poor diet is a leading cause of illness and early death in Norway and globally, yet people eat too little of what helps and too much of what doesn't. In August 2024 the Norwegian Directorate of Health released revised dietary guidelines, its first update in 13 years, aiming to build both awareness of the new guidelines and trust in the Directorate as their source.
Challenge
Young adults building their own habits face extreme diet trends such as keto, paleo, mouth taping and ice baths, plus conflicting health noise on social media. The Directorate needed its new, more sober guidelines to feel credible and relevant without being preachy, and needed to build trust in itself as the source, not just knowledge of the guidelines.
Solution
Two registers of material for two audiences: a restrained, informational toolkit for the health service, schools and early years settings, and sharper, more targeted messaging for the general population in the channels young adults actually use. Campaigns ran outdoor and on social ads. A content article distributed via Schibsted had a young doctor explain the guidelines plainly, reinforcing a common sense framing.
