Fruits & Vegetables Prescription

By Y&R New York, New York, USA

For Wholesome Wave

Winner in category Health & Wellness

In subcategory Prescription to Consumer-Traditional Media

Project Description
The most affordable diet in America is processed junk food and it’s making people sick.
In fact, diabetes and other diet-related illnesses have all reached historic levels. To make matters worse, the health care system is unable to prevent it. It only treats the symptoms once people are already sick. The only way to prevent diet-related illnesses like heart disease, diabetes and stroke, is a diet in healthy foods. But right now, healthy fresh fruits and vegetables are 3 times more expensive than processed food. Low income families need to make long term changes to their diets if there is any hope to curb the various health epidemics in America, but they are unable to afford it.
Agency Solution
The Prescription Fruits and Vegetables Program takes a revolutionary new approach to treating diet-related diseases. Instead of treating the diseases with a pharmaceutical innovation, doctors can now prevent them altogether by writing real prescriptions for free fruits and vegetables. At risk patients enroll in the program, they get a prescription from their doctor for healthy food, they redeem that prescription for FREE fruits and vegetables at a grocery store or market, get support videos online with cooking tips and recipe ideas, and come back to the doctor to refill their prescription and monitor their progress.
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