The Week: ITV commits programming to £200m anti-obesity drive

ITV is planning to run a series of programmes, including a Children in Need-style fundraiser, to promote healthy lifestyles, as part of the Government and industry's £200 million anti-obesity offensive in the run-up to the London 2012 Olympics.

Rupert Howell, the managing director, ITV brand and commercial, said programmes would include a series screened in the new year, aimed at people who want to lose weight. If successful, the initiative could run as an annual event beyond 2012.

The Advertising Association announced the £200 million four-year initiative last week, in association with the Government, the industry and major food and drinks companies.

The planned campaign, which has the working title "Get fit for 2012", aims to convince the Government that no further restrictions on the advertising of unhealthy foods are necessary by demonstrating advertising's power to convince people to take positive action and help them to lose weight.