
David Bell, creator of Belly Bugs, has found a way to get children genuinely excited about eating well. After thirty years in advertising, David turned his skills to a new challenge: gamifying the science of gut health for kids. He introduces children to the “gang of little helpers" living inside them, turning gut microbes into characters they want to feed with colourful fruit and vegetables, and it works. In a Sunderland pilot, a school cook reported children coming in and ordering salad straight away.
David describes his childhood in rural County Down as both heaven and hell: an idyllic dairy farm and close community, set against the backdrop of the Troubles. As a Protestant whose three best friends were Catholic, he wished everyone could cross divides as easily. His advice to his younger self, and it clearly runs deep, is simply this: never give up.
This episode celebrates the launch of the Belly Bugs X Reboot the Future Academic Calendar, find it here.
Read out blog 'Learning for Their World' based on David's episode here.
More about David Bell:
Born in County Down, Northern Ireland in 1961, David graduated from Edinburgh University in 1987 with a PhD in Ancient Greek before joining ICI's marketing department in Manchester. In 1992 he founded his own advertising agency, Cheetham Bell, which became known as Manchester's "creative hotshop" and was bought by WPP in 2000. He went on to be CEO of JWT's Manchester office and Creative Director at global digital agency Mirum, before leaving advertising in 2017 to develop Belly Bugs, the children's IP he created to introduce kids to their gut microbes, which research is showing to be the silver bullet for childhood nutrition. He has published one Belly Bugs book with New River/Little River Books, with a second, "The Poo That Wouldn't Budge," due this autumn. A keen cyclist, David is fascinated by the natural world.
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