The Week: Media news - DoH sponsors Simpsons

The Department of Health has signed a deal to sponsor The Simpsons as a way of supporting its £75 million Change4Life initiative.

Idents will run before and after each episode of the programme on Channel 4. The spots, created by M&C Saatchi, will see the regular Change4Life characters eating junk-food snacks, which are then replaced with fruit and vegetables.