Raising awareness of iron deficiency with an Iron Woman

We Eat Balanced

The ‘We Eat Balanced’ campaign from the Agriculture and Horticulture Development Board encourages people to improve their health by eating a balanced diet. With research revealing that two in five women are deficient in iron, we were tasked to create a splash about the issue and raise awareness of the natural sources of the vital mineral which is important for the body’s growth and development.

Quality articles generated
Over 2M
Reached on Instagram

The Iron Woman

Knowing that working with a medical professional was key to being able to deliver complex health messaging on the importance of an iron-rich diet, we teamed up with Dr Emily MacDonagh (Andre) – and turned her to iron in an eye-catching photo shoot.

The images were released to media along with our new research which looked at how many people have cut sources of iron from their diets due to the rising cost of living. This was paired with a dive into the number of women and young girls affected by iron deficient diets.

To add further practical advice for affected families, we worked with nutritionist, Priya Tew, to provide guidance on how to eat a more balanced diet, particularly for those with limited budgets.


Media coverage was widespread, featuring in more than 60 print, online and broadcast outlets including the Mail Online, Sky News and HELLO! magazine. Emily’s social post generated more than 6,000 likes and considerable conversation, including being shared by her husband, Peter, who has another 1.8 million followers.

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