BHF website focuses on child obesity

LONDON - The British Heart Foundation has taken its fight against child obesity digital, with the launch of a new website allowing users to create an online version of themselves.

The Yoobot, developed by Grey London, is designed to encourage children to consider the long-term effects that food choices have on their bodies.

In a Tamagotchi-style experience, visitors can paste their photo onto a Yoobot and then choose what to feed it and how much it excercises.?

The characters then age, so children can see the effects of their lifestyle and diet choices.

Jon Williams, chief creative officer of Grey London said: "The medium of gaming is the perfect way to show kids who think they're immortal, that the choices they make now will catch up with them eventually. ?"

The website will be accompanied by ten second teaser ads on children's channels Nickelodeon and Nick Replay, before longer ads are rolled out.