Change4Life
Change4Life is a new health initiative which, according to the Department of Health website, aims to
- improve children’s diets and levels of activity so reducing the threat to their future health and happiness. Our goal is to help every family in England eat well, move more and live longer.[1]
The Change4Life section of the Department of Health's website contains more details on the initiative however, the vast majority of this detail appears to involve the use of the Change4Life logo and marketing and branding issues. There does not appear to be any substance as to what the initiative actually is or how it differs from previous and current Department of Health anti-obesity measures. [2]
Funding
The bulk of the funding for the Change4Life initiative appears to be coming from the advertising industry who are reputed to be injecting £200 million into the project in various forms via Business4Life a coalition of various food and advertising businesses.[3] The Government has pledged £30 million towards the initiative although this is part of the £372 million pledged by the Department earlier this year to tackle obesity. [4]
Adverts
On May 23 2008, it was announced that M & C Saatchi had won the advertising contract for change4life,[5]
Notes
- ↑ Department of Health Change4Life, Accessed December 4 2008
- ↑ Department of Health Change4Life,Accessed December 4 2008
- ↑ Whitehall pages Change4Life, Accessed December 2008
- ↑ Department of Health Healthy Weight,Healthy lives A Cross Government strategy for England,Accessed December 4 2008
- ↑ M & C Saatchi M&C Saatchi 75m DoH anti-obesity account,Accessed December 16 2008
