Agency: Bartle Bogle Hegarty
By Nick Batten, campaignlive.co.uk, Monday, 11 June 2012 09:25AM
The campaign will be supported by TV, digital, press advertising and social media activity by M&C Saatchi.
It will build on the excitement of the sporting activities taking place this summer and encourage millions of people to get involved and active.
New research suggests that 93% of the British public will tune in to watch some of the 1,200 hours of sport that will be broadcast on TV throughout the summer.
According to the survey, more than half of Britons will snack on crisps, four in 10 adults will drink alcohol and one in five will eat a takeaway while watching sport.
In a bid to get the nation up off the sofa, Games4Life will be encouraging everyone to fill out a simple activity check questionnaire in return for a tailored activity pack, designed to keep both adults and kids active during the summer months.
The campaign will bring ideas and inspiration to the public's fingertips via the Change4Life website, which features various suggestions to help everyone get moving.
A new mobile app, the Fun Generator, will equip parents and families with more than 100 indoor and outdoor activity ideas for kids of all ages.
Asda, Aldi and JJB have also pledged their support for the campaign and will promoting the campaign through events, sports related offers and promotional material.
Health secretary Andrew Lansley said: "We know that playing sport can be as much fun as watching it and we want to help people make the most of opportunities to get active.
"That is why we are launching Games4Life: to inspire us all to get off our sofas and try some activity ourselves."
Sally Gunnell, former British olympic champion, said: "Major sporting events on TV always inspire people to try something out but we sometimes don’t make it past the front door because we’re not sure where to start.
"It’s great that this campaign strikes while the iron’s hot and gives people encouragement to get active this summer.
"I’ll certainly be looking out for my Games4Life questionnaire and will be filling it out for my whole family."
Around 2.6 million activity packs have already been distributed to 7,500 schools across the country with lesson plans for teachers and take-home activities for children to use throughout their summer holidays.
Local authorities and Change4Life supporters will distribute more than four million questionnaires to local communities.
This article was first published on campaignlive.co.uk