NEWS: Govt launches health blitz

Leagas Delaney has launched a pounds 2 million TV blitz for the Government aimed at making Britain a healthier nation.

Leagas Delaney has launched a pounds 2 million TV blitz for the

Government aimed at making Britain a healthier nation.



The drive to persuade people to take part in physical activity marks the

agency’s long-awaited debut on the account it was awarded by the Health

Education Authority 18 months ago.



The campaign was delayed while the Government consulted medical experts

over its Health of the Nation strategy. The launch was timed to coincide

with the spring, a time when people often take up new hobbies.



A 30-second TV commercial, which will run for the next eight weeks, is

called ‘the 30-minute games’, and urges people to undertake 30 minutes

of exercise each day.



With a voiceover by the ITV football commentator, Alan Parry, it shows

how everyday activities can make people healthier. Filmed at the Crystal

Palace athletics stadium, it shows a dog-walking race, a ‘brisk walk for

the bus challenge’, while the ‘field events’ are gardening.



The ad was written by Rob Burleigh and art directed by Dave Beverley. It

was directed by Mike Stephenson through Paul Weiland Films.



Leagas Delaney recommended a heavy TV presence and HEA bosses judged

that TV would be the most effective way of persuading people to take up

daily exercise.



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