NTUC Fairprice is sponsoring a food- and drink-related edition of Eyeyah, a lavishly illustrated activity book for children between 8 and 12 years old.
Eyeyah is a visual platform (magazines, website, Instagram) dedicated to educating kids about social issues. The Food Issue contains 40 commissioned illustrations and activities about topics such as the dangers of sugar, food waste and artificial ingredients. It will be available online and in over 30 shops across Singapore, the UK and Europe from 20 August.
Eyeyah has also designed limited-edition reusable shopping bags featuring artwork by Eyeyah artists, which will be sold at FairPrice Finest stores for S$1.20.
“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," said Tanya Wilson, Eyeyah co-founder and marketing director.
"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," said Jonas Kor, director of corporate communications and brand for NTUC FairPrice.
Singapore-based Wilson, who earlier co-founded agency/gallery/publisher Kult following time as a PR professional in Singapore and London, told Campaign Asia-Pacific that Eyeyah is committed to marrying creativity to education, and to remaining ad-free. "We want to work with brands who share the education vision and understand that the experience should be kept pure and not interrupted by loads of ads," she said. "NTUC FairPrice have been fantastic and we hope to continue working with them for forthcoming issues."
Wilson's co-founder Steve Lawler (also the co-founder of Kult) is curator and art director. For each issue, Eyeyah commissions 40 pieces of art from around the world, and presents them along with exercises or challenges to draw children in, Wilson said.
The company has UK and Europe distribution through Central Books, which also distributes another creative magazine for children, Anorak. In addition to print, Eyeyah creates short PSA-style animations from each artwork and is talking to a "major kids content channel" about airing them.
Eyeyah is also working on securing a partnership with a major newspaper to feature the content in its kids supplement, and is creating a kids fashion line inspired by the art, which will be sold through a major kids retailer, Wilson said.