Sport England to review advertising account

LONDON - Sport England, the government-funded body charged with making the UK a healthier nation, is holding a statutory review of its £1m advertising account.

The account is currently handled by Team Saatchi, which created the "everyday sport" campaign. The agency will be included in the review process.

The successful agency will be responsible for developing Team Saatchi's campaign, which uses the slogan: "Everyday sport. Everybody feels better for it."

Sport England is backed by politicians, celebrities and various organisations across the UK. Last September, it launched its first major nationwide campaign on the back of research from the Department of Health that revealed 76 per cent of women and 63 per cent of men are not doing the recommended daily amount of physical activity.

The campaign included TV and radio ads and promoted a phone line that provided motivation and details of local sporting activities.

The TV creative featured names including the footballer Rio Ferdinand, the TV presenter Jayne Middlemiss and former Spandau Ballet singer Tony Hadley. It drew attention to the fact that people need not take up an actual sport to become healthier.  Activities such as taking the stairs rather than the lift and dancing were highlighted.

Last year, Sport England announced it was planning to invest about £315 million in sport over the next four years.

The review comes as the Government is under increasing pressure to promote healthy living. The growing incidence of obesity and anti-junk food campaigns by names such as the chef Jamie Oliver have highlighted the need for healthier living.

Sport England appointed Team Saatchi in February 2004. The agency beat TBWA\London and McCann Erickson in the final round of a five-way contest.

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