Sure. I'll speak mostly to the importance of healthy eating for children and some of the initiatives we're undertaking under Canada's food guide. I'll defer to my colleague, Ms. McIntyre, to talk specifically about front-of-package labelling and marketing to kids, and then Ms. St-Aubin to talk about some of the work on physical activity that falls under the mandate of the Public Health Agency of Canada.
We all know that good nutrition and healthy eating from a young age are fundamental to promote the healthy development of children and to reduce the risk of diet-related chronic diseases. We know also that childhood and adolescence are a time for learning and shaping food skills, attitudes and eating behaviours.
We also know that COVID-19 has really disrupted the routines of children and families and affected their meal choices and eating patterns. Health Canada pivoted to help people in the early days of the pandemic by adapting our messages to the new public health reality. In March 2020, we launched an at-home campaign to promote food skills and provide tips on healthy meals at home in order to help families eat healthily during this challenging time. To also help encourage healthy eating from childhood into adulthood, Canada continues to focus its efforts on finding effective ways to increase the reach of the food guide by promoting it directly to children and youth.
For example, over the last two years, we have established new youth engagement groups to promote awareness of the food guide through peer-to-peer engagement, and to seek their advice on how to make food guide resources more relevant to them. We launched social media campaigns targeting youth, including the first-ever Government of Canada TikTok challenge in March 2021, which encouraged teens to build food skills and share their own healthy snack ideas.
We tested immersive social marketing in schools across the country to raise awareness of food marketing, with a larger rollout being planned for online modules for the fall. We incorporated new child- and teen-specific food guide branding to make healthy eating information more appealing to these age groups, and as part of our work to promote food skills, we collaborated with stakeholders, including the University of Guelph, on a study designed to make it easier to cook healthy, plant-focused meals at home, with a particular focus on families.
We are also working to stimulate—