Department of Health 'spare tyres' by M&C Saatchi

A new Change4Life campaign will target adults and urge them to 'loose their spare tyres' and get fitness levels back up.

TV and print ads, created by M&C Saatchi, are targeted at 45- to 65-year-olds as more than 70% of this age group can be classed as either overweight or obese. Previous work has targeted a wider audience including children.