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Who is Yum-Yum? A cartoon state in the making


The present article presents an analysis of the campaign ‘Healthy through play’, organized by the Danish Ministry of Food, Agriculture, and Fisheries. ‘Healthy through play’ is aimed particularly at vulnerable families and their willingness, knowledge, and capacity to live a healthy lifestyle with respect to both food and exercise. In general terms, the campaign exists as one among a larger number of campaigns that have been launched over the course of the past decade, directed at citizens and their administration of their own lives.

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