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