Mr. Cookie is worried. His son can’t control himself when it comes to eating cookies, and while the father confesses this situation, he impulsively goes on a basket of cookies to binge.
Mae, Elmo’s mom, is stressed. The reason is the large number of things that she has to do, such as taking care of her child, maintaining the house and keeping up with work. She acknowledges that it is difficult to take time for herself when she has a very long to-do list.
Archibaldo is not in shape. Despite having a gym membership, his busy schedule means he never has time to work out.
Surely we have all experienced at some point the problems of Mr. Cookie, Mae and Archibaldo and, as happened in childhood, the Sesame characters can help us find solutions.
Therefore, in alliance with the FEMSA Foundation and Mount Sinai, they launched the campaign use your sesame, aimed at adults who have children in their care as fathers, mothers, educators, caregivers, and which seeks to raise awareness among them about the direct influence that their physical and emotional health behaviors and habits have on minors. This effort is based on the Mexican phrase “The word moves, but the example drags.”
“Use your Sesame arises as a need to deepen the work we have done to promote healthy habits, both physical and emotional health, and the role that adults play in influencing girls and boys in adopting these habits,” he said. Brenda Campos, director of Social Impact Latin America of Sesame Workshop.
On this occasion, the characters from Sesame, many of whom have been known for years, as well as some additions, seek to speak to adults so that they do not forget that everything they do has an impact on the development of the children who are watching them.
“We are always, through what we do, modeling behavior. They see when we are being consistent, and it is very difficult for them to eat vegetables if we don’t eat them,” said Eva Fernández, manager of Social Investment in Early Childhood at FEMSA Foundation, an organization that seeks to positively impact people and communities through social investment for sustainability. Sésamo has been one of its most relevant allies in recent years.
Kori and Dr. Ruster to the rescue!
Kori is the new character for this campaign. She is literally a heart that always listens to her intuition, whether it is about physical exercise, understanding emotions, figuring out what to eat, or listening to her feelings to make decisions.
Along with Dr. Ruster, he helps guests on a radio show to resolve situations like those faced by Mr. Cookie, Mae, or Archibald.
“Kori represents like this inner heart that tells you ‘I can, I can do it.’ He is a very loving character, very likeable and totally new,” Campos said.
It is through videos of Kori and Dr. Ruster that reflection is sought on the four fundamental axes of this campaign:
- We are always modeling behaviors. What are we teaching our children through actions?
- Being physically and emotionally healthy is easy, and we have what it takes to do it.
- Setting attainable goals, even if they are small, brings us closer to our dreams. It is important to write down these goals and leave us visual reminders to carry them out.
- Choosing healthy activities every day is not only good, it feels good!
These axes not only seek reflection, but also generate awareness that it is necessary to change behaviors in adults.
“What we have seen is that many people know about everything that has to do with comprehensive health, we have a lot of information, but not always that we have the information means that we change behavior,” Fernández explained.
The phrase “Use your Sesame” of the campaign refers to using the power that we all carry inside to be able to change. Somehow, Mr. Cookie is able to eat healthier, Mae will be better organized and learn to relax, and Archibald will find a way to exercise.
It should be noted that this effort emphasizes both physical and emotional health.
“There is a very nice connection in the campaign between physical health and socio-emotional health, which is a topic that we all know intuitively, but we don’t talk about it,” said Fernández.
Beyond these characters, the campaign with videos launched throughout this year through the official digital platforms of Sésamo for Mexico, Colombia and Brazil will also have reinforcement materials to accompany and strengthen the message.
“We are designing the materials so that they can also reach clinics, directly to families. The campaign is going to last a year in which we are going to give it a boost, but something we do is that we usually expand the distribution of content through strategic alliances that we are managing with other governments, with civil society institutions, with media massive, to be able to give wide coverage to the contents of Use your Sesame”, reported Campos.
And what happened to Mr. Cookie, Mae and Archibald?
When Mr. Cookie realizes that his example is very powerful, it is easier for him to eat an apple and put the cookies aside for a while.
Mae learns what a mindful break is (example: take a couple of deep breaths with your hand on your stomach) and learns that making a to-do list can help her stay organized.
Archibaldo realizes that dancing is another way to exercise and does not require going to the gym to do it, 15 minutes is enough.
How do they come to these conclusions? Without a doubt, Kori and Dr. Ruster help them, but it is also thanks to the reflection of their actions that they find a solution to their daily problems.
“When we think about how we model behavior for children, it is also an important reminder for all people to take care of ourselves and to promote our health in a comprehensive way, both physically and mentally and emotionally (…) To the extent that we can take care of ourselves, ourselves and model these behaviors, is that we are going to be able to better accompany girls and boys”, indicated Eva Fernández.