Children's publication EYEYAH! has joined hands with NTUC FairPrice to launch its second publication. The publication, targeted at children aged eight to 12, will be an illustrated guide to food and beverages with 40 specially commissioned illustrations and activities about topics such as the dangers of sugar, food waste, and artificial ingredients.
NTUC FairPrice will be the sole sponsor of this upcoming issue. As part of the sponsorship, EYEYAH! has designed limited edition reusable shopping bags which feature artworks by EYEYAH! artists. The bags will be sold at FairPrice Finest stores alongside the EYEYAH! Food Issue, available online and in over 30 shops across Singapore, the UK and Europe from 20 August 2018. For every issue of EYEYAH! sold, a free copy will be given to schools and care centres.
“Our partnership with NTUC FairPrice has not only supported us to get this next issue off the ground, but we’ve also gained insights into consumer behaviour in supermarkets and translated them into our visual experience to help educate the next generation of shoppers. For example, we have created a family of ugly vegetables and an exercise around it to build a connection with children and hopefully inspire them to become agents of change,” Tanya Wilson, EYEYAH! co-founder and marketing director said.
“As a progressive retailer, we are constantly looking at ways to create meaningful engagement with the community we serve. EYEYAH!’s unique platform, which is driven by a social cause to teach children about social issues, is aligned with FairPrice’s commitment to make lives better for all. Through EYEYAH! we are able to complement ongoing educational efforts to urge the community to adopt healthy eating habits and reduce food waste in a fun and creative way," Jonas Kor, director, corporate communications and brand, NTUC FairPrice, said.
The first issue of EYEYAH! was launched earlier this year, through distributor AllScript. Promotions for the issue will be mainly done through EYEYAH!'s distributors in each country, namely bookfairs, retailers, social media and its network of 40 artists from around the world that contributed to the issue.