Matthew Miller
Aug 15, 2018

NTUC FairPrice supports eye-popping publication Eyeyah

Supermarket chain sponsors graphically intense publication devoted to educating kids about food.

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.

Related Articles

Just Published

2 hours ago

Creativity is key to driving sustainable living

SPIKES ASIA X CAMPAIGN: Active consumer demand for sustainable living is lagging regulations and technology, and this is an opportunity for the creative business to make a real, positive impact.

2 hours ago

Greater precision and effectiveness with AI

SPIKES ASIA X CAMPAIGN: Embark on a journey to discover and push the boundaries of alternative applications of AI in connecting the trinity of the brand, the media and the creative to propel marketing effectiveness.

2 hours ago

China's media dystopia

SPIKES ASIA X CAMPAIGN: A panel from Mindshare imagines the various potential fates of media in the world’s most advanced digital market, China, based on the emerging technologies and changing consumer trends we see today.

3 hours ago

Upcycling creative content: Making the most out of ...

SPIKES ASIA X CAMPAIGN: Business and creative experts explores a leaner, meaner, more cost-efficient, and more agile creative methodology.