Countermarketing Hub
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Copy of YOFE Program

Youth Food Educators Program


Launched in 2015, The Youth Food Educators (YOFE) program engages youth in reducing the demand for unhealthy food in their communities. YOFE participants are trained to develop and deliver countermarketing campaigns that discourage the consumption of unhealthy food. The program recognizes the importance of the “youth voice” and youth being valuable communicators who can generate positive social change and support the healthy food movement. YOFE participants serve as community-based educators holding workshops and presentations that highlight and counteract the advertising strategies big food companies (e.g. Pepsi, Coca-Cola, Frito Lay, and McDonalds) use to make unhealthy foods appealing.