A book concept that makes the 8 public recommendations for healthy eating (De 8 Kostråd) more interesting to the Danish people. It is the result of extensive research, including a focus group with interviews and various tests of visual preferences.
The product is a cookbook including personal stories from 8 spokespersons who are experts in healthy eating. The book comes with a shopping pad making it easier to remember putting healthy foods in your shopping bag.
Each of the 8 recommendations has its own identity, not only through the spokespersons, but also with a wallpaper that illustrates the advice, such as "eat more fish."
Each of the 8 recommendations has its own identity, not only through the spokespersons, but also with a wallpaper that illustrates the advice, such as "eat more fish."
When the reader tries the recipes in the cookbook, they can rate them using smiley stickers, which are already an icon from Fødevarestyrelsen. This shows that readers have significant influence over their own health and are not merely being told what to do by the authorities.
The concept “Tæt på” means “Close-up,” which is made literal through the close-up photos throughout the book. It also reflects the idea that, as a reader, you get close to the people and their lives.
