Government switches focus of Change4Life campaign
By Matt Williams, campaignlive.co.uk, Tuesday, 07 April 2009 10:15AM
LONDON - The Government is set to shift the target of its £75 million Change4Life anti-obesity campaign away from children and towards the adults in Britain who are overweight or obese.
The campaign, which launched in January backed by advertising from M&C Saatchi, was originally designed to appeal to families and young children, but after the revelation that more than 60 per cent of adults are overweight, the focus of the campaign has been shifted.
The ads will place a particular emphasis on those groups most "at risk", such as ethnic minority communities, and men over the age of 40.
The new campaign will roll out in 2010, and run for three years, up until the London Olympics in 2012.
The Government has also announced that it will launch an anti-obesity campaign aimed specifically at midwives, nurses and other NHS staff.
Of the 1.2 million people working for the NHS, around 300,000 are obese, and a further 400,000 overweight.
This article was first published on campaignlive.co.uk
- Deputy Creative Director - Integrated/shopper agency The Industry Club London Ltd £75,000, London (Greater)
- Buyer Planner/Senior Buyer Planner Premier Media £22000 - £28000 per annum, London (Central), London (Greater)
- Sky Brand Manager - Brand Development Sky negotiable, Isleworth, London (Greater)
- Digital Marketing Executive Ninesharp £135 - £140 per day, Kensington and Chelsea, London (Greater)
- Digital Producer / Account Manager - Creative Services EMEA Silverdrum £45,000 - £50,000 + bonus + benefits, London (Greater) / London (Central), London (Greater) / London (North), London (Greater) / London...
- Virgin Holidays launches digital Caribbean push
- Yahoo appoints Marc Bignell as head of trading for the EMEA region
- Captain Morgan Facebook ad banned for suggesting alcohol conquers boredom
- McCann picked to resurrect Homepride's Fred
- Radio Times: 50 years of Doctor Who covers
- McDonald's marks 40 years with charity ad