Research shows that children are especially vulnerable to marketing. Many are too young to recognise advertising, while older children are still developing the skills to question persuasive messages. By integrating brands into daily school routines, companies build early loyalty and shapes children’s preferences long before they can critically assess marketing intent, ultimately driving demand for unhealthy foods.

The Enough campaign builds on previous– Protect Us, Give Us Warning Labels and Out Of Our Schools – initiatives. Together, these campaigns called for stronger implementation and monitoring of the School Nutrition Policy, spotlighted the dangers of excess sodium, unhealthy fats and sugar, and called for the removal of unhealthy foods and beverages from schools with the backing of parents and guardians.