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BiteBack 2030 - It’s Not Your Fault You Can’t Resist

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Don’t Panic’s shocking new social experiment for Bite Back 2030 exposes the deliberate tactics used to encourage young people to eat unhealthily.

Britain’s Got Talent 2019 runner-up ​Marc Spelmann​ was a key consultant to the production team, sharing his expertise in subliminal manipulation to help mirror the techniques used by prominent food companies to influence our decision making.

“I think we are exploited all the time and we don’t even know it. We're an easy target. In the short term, yeah sure we're happy eating unhealthy stuff, but that's going to knock years off our lifespan and cause so many health problems. I hope this video will unlock and unleash the same frustration in others that the Bite Back 2030 Youth Board are already feeling about how unhealthy food is always in the spotlight - Energy that we can use to drive change” s​ tated ​Imaan​, a member of Bite Back 2030’s Youth Board.

Joe Wade, Founder, Don’t Panic​ said ​“We believe in Bite Back’s mission and are happy to help shine a light on how the advertising industry bears a lot of responsibility for inducing young people to eat utter crap!”

To find out more, or to get involved in the Bite Back 2030 movement, visit ​ or follow @biteback2030.

Creative: Don’t Panic

MD: Joe Wade

Creative Partner: Rick Dodds

Senior Project Manager & Producer: Jennifer Clare Houlihan

Account Manager: Rebecca Dowse

Strategy + Media: Florence Auckland

Creative: Alice Dowdall

Head of Artwork: Paul Howard

Graphic Designer: Ellen Crowther

Production: Faithful Hound

Director: Chris Faith

Producer: Barty Dearden

DOP: Tristam Cones

Editing, Post & Sound: Unit

Post-Production Producer: Isabella Wakley

Editor: Jamie Mac

Colourist: Denny Cooper

VFX Artists: Ian Baker & Rob Ellis

Sound Designer: Jamie Thomas

Genres: Documentary

Don't Panic, 2 years ago