- Change4Life
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Change4Life is a public health programme in the United Kingdom which began in January 2009[1], organised by the Department of Health. The campaign aims to encourage people in Britain to lead healthier lives, using the slogan "eat well, move more, live longer". The campaign is backed by major food and beverage companies such as Tesco and Unilever[2], as well as sports and health groups such as the Ramblers Association and the British Heart Foundation[3].
Change4Life covers eight areas of behaviour change[4]:
- Up and About
- 60 Active Minutes
- 5 a Day
- Meal Time
- Snack Check
- Me Size Meals
- Cut Back Fat
- Sugar Swaps
Change4Life is arranged into a number of sub-brands that promote a single issue with either a food or an activity focus (e.g. cooking is promoted via cook4life; swimming is promoted via swim4life). Change4Life has seven sub-brands (Bike, Breakfast, Cook, Dance, Play, Swim and Walk).
Contents
Start4Life
Start4Life is a sub-section of the Change4Life programme about babies, focused on the importance of diet during breastfeeding and weaning.[5]
MoreActive4Life
MoreActive4Life is another sub-section of the programme that encourages people to incorporate physical activity into their lives. The Fitness Industry Association developed this initiative which launched in June 2009 [6]
Advertising
Change4Life uses animated television advertising by Aardman Animations[7], as part of a wider campaign by M&C Saatchi.
References
- ^ http://www.guardian.co.uk/media/2008/nov/11/advertising-marketingandpr
- ^ http://news.bbc.co.uk/1/hi/health/7791820.stm
- ^ http://www.nhs.uk/change4life/Pages/NationalPartnerActivity.aspx
- ^ http://www.nhs.uk/change4life/Pages/Make.aspx
- ^ http://www.marketingweek.co.uk/cgi-bin/item.cgi?id=65311&d=254&h=260&f=3?
- ^ http://www.moreactive4life.co.uk
- ^ http://www.guardian.co.uk/politics/2009/jan/02/wallace-gromit-obesity-ad-health
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