Childhood Obesity Prevention

What if we can change a generation of children's lives by inspiring them to grow up healthy!

Photo of Robert
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Founding Story: Share a story about a key experience or spark that helps the network understand why this project got started or a story about how you became inspired about the potential for this project to succeed.

I am a father of 5 healthy children. My wife & I raised our children to be physically active and to eat right. The creation of the Vedge' Kids, anthropomorphic fruit & veggie cartoon characters, is our way of affecting many more children's lives in a positive way.

Which categories describe you? (the answer will not be public)

  • White (for example: German, Irish, English, Italian, Polish, French, Caucasian)


Location: Where is your organization headquartered? [State]

  • New York

Location: Where is your organization headquartered? [City]

Yorktown Heights

Location: Where is your project primarily creating impact? [State]

  • Maryland

Location: Where is your project primarily creating impact? [City]

Our research will be conducted in Judy Centers in Baltimore. (We have written confirmation.) We have been invited to numerous Judy Centers. Our research is contingent upon securing grant funding.

Problem: What problem is this project trying to address?

The Vedge' Kids(VK) project is addressing Childhood Obesity in a unique way: Inspiration through entertainment. Failed attempts to teach children about nutrition have been based on learning facts/indoctrination. We have targeted this problem because we know that lives are changed when children are inspired. The VK function as a lever of change because a nationally broadcast preschool TV show will reach millions! That's our goal!

Healthy children feel better, are more confident and lead a healthy social life.  (If you are fat or obese it is much more probable that you will be subject to ridicule and bullying.) In addition, the Vedge' Kids teach children social acceptance and tolerance by introducing them to different cultures and peoples as they (the Vedge' Kids) travel the world on their adventures!

Is your model focused on any of the following traditionally underserved communities?

  • Communities of color
  • Low-income communities

Does your model work within any of the following sectors?

  • Childcare
  • Education

Year Founded


Project Stage

  • Idea (poised to launch)

Example: Walk the network through a specific example of what happens when a person or group engages with your solution.

Our sizzle reel/video is a colorful, exciting and fun dance video. Simply, kids get up and start dancing. They are having a ton of fun while exercising. Parents love it! Also, see the answer to # 13.

Impact: What was the impact of your work last year? Please also describe the projected future impact for the coming years.

The impact has been extremely gratifying though anecdotal. We expect quantitative and qualitative data from our research partners at the University of Maryland and the University of Texas to verify our thinking & goals. For example, we expect our research to verify that the Vedge' Kids will dramatically increase the consumption of fruits and veggies of young children.

Organization Type

  • for-profit

Annual Budget

  • $100k - $250k

Financial Sustainability Plan: What is your solution’s plan to ensure financial sustainability?

Source of funds: 1.) Private investors 2.) Grants - Foundation and Government Agencies Examples: USDA, Department of Education 3.) Media/Production Companies

Unique Value Proposition: How else is this problem being addressed? Are there other organizations working in the same field, and how does your project differ from these other approaches?

Many other organization, private and public are addressing the problem of the healthy or our national, children in particular. Simple, our approach uses entertainment not indoctrination. This makes the Vedge' Kids unique.

Reflect on the Field and its Future: Stepping outside of your project, what do you see as the most important or promising shifts that can advance children’s wellbeing?

Prevention is the best cure. It has been proven that children will crave the foods that they eat in their formative years. It's called metabolic programming. We expect to advance the state of knowledge for children's health and to inform a change of public policy in a novel way. Healthy children lead productive and happy lives. If you can excite and inspire, lives will change!

Source: How did you hear about the Children’s Wellbeing Challenge? (the answer will not be public)

  • Email

Referral: If you discovered the Challenge thanks to an organization or person other than Ashoka, who was it? (the answer will not be public)

University of Maryland & the University of Texas.

Evaluation results

4 evaluations so far

1. Relevance: Does this project seem to help children (ages 0 to 12 years) develop a strong sense of self, belonging, and purpose?

5 - Yes, this is great! The project lays out a strong, compelling case for how its model nurtures children’s wellbeing. - 25%

4 - It seems like a good fit, and the model talks explicitly about children’s wellbeing. - 0%

3 - I think so. The project seems related to children’s wellbeing, but the logic is vague. - 50%

2 - Not sure. The project doesn’t have much to do with wellbeing, or it doesn’t give enough information. - 25%

1 - Nope, this project definitely doesn’t fit the challenge brief (e.g., It doesn’t help kids younger than 12, isn’t in the U.S., etc.) - 0%

2. Innovation: Does this project tackle children’s wellbeing from a new angle?

5 - I loved this! The project describes a novel model that addresses important cultural or systemic barriers. - 25%

4 - This is pretty cool. The project is addressing an important problem in a new or compelling way. - 25%

3 - I feel like there’s something there, but I want more details about what makes it distinctive. - 0%

2 - It’s a good project, but I’ve seen others like it before. - 50%

1 - It was confusing or hard to tell what it made it different. - 0%

3. Social Impact: What is this project’s potential for creating positive social impact?

5 - Lots of potential. This project is achieving impressive results, and it’s growing quickly. It could absolutely inspire changes in the ways we approach caring for kids nationally, across sectors (e.g. childcare, healthcare, education). - 25%

4 - Pretty good potential. This project demonstrates significant positive impact so far, and it could scale regionally or nationally one day and fundamentally change how a system operates (e.g. childcare, healthcare, education). - 0%

3 - Budding potential. This project is creating local impact, but it would take a few adjustments before it could scale. - 50%

2 - Some potential. This project demonstrates some initial positive impact, but it would require major changes before it could scale. - 0%

1 - Limited potential. This project has great intentions, but it looks like it does not include key drivers of a shift towards children’s wellbeing. - 25%

4. Overall, how do you feel about this idea?

5 - This idea rocked my world. It’s awesome! - 25%

4 - This idea seems really exciting. With a little more polishing, it’d be among my favorites. - 0%

3 - I think the idea is great, but it needs some work before it moves onto the next round. - 25%

2 - I liked it fine but preferred others. - 50%

1 - It didn’t make my heart beat faster. Needs significant revisions. - 0%

5. Offer some feedback. Where should this participant spend some time revising?

DEFINING THE PROBLEM. Make sure to articulate the root causes or main barriers of the social issue your project addresses. (Founding Story, Problem, Solution). - 100%

CLARITY OF MODEL. Make sure to mention (a.) the beneficiary, b) the main activities, and c) how those activities drive social impact. Keep it streamlined! - 50%

MARKETPLACE. Make sure to research other players in this space and articulate how this project is different. I didn’t get a complete sense of how this project compares to others. - 50%

IMPACT POTENTIAL. Make sure to use specific numbers to describe what your project has achieved so far! And consider how you might scale the model or its insights, through partnerships, trainings, or franchising. - 100%

WRITING STYLE. Try to stay concise and make it vivid. Avoid jargon. - 50%

Nothing stands out! I thought it was great. - 50%

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Attachments (2)

WebSite Reference.docx

This file will get you to our website: There you can read our Pitch Bible. The Pitch Bible will give you the background of the Vedge' Kids and the people behind it.

1 comment

Join the conversation:

Photo of Nicole Forsyth

I love that you are looking to children's media as a source for change! This is an area RedRover Readers is working on, too.