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Aardman

Aardman launches Change4Life obesity campaign

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By The Drum Team, Editorial

December 23, 2008 | 3 min read

Aardman has devised an ad for a campaign aiming to kickstart a lifestyle revolution for every family and halt the rising tide of obesity.

Central to the Change4Life campaign is the claim that without any intervention by 2050 90 percent of today's children will be overweight or obese and at risk from serious diseases.

It also warns of the 'significant' cost of obesity to the taxpayer. Obesity and overweight people are forecast to cost the nation £59bn - half the entire NHS budget for a year - by 2050 if the trend continues unchecked.

The ad will hit television screens, billboards and magazines tomorrow (3 January).

Under the Change4Life banner, the government wants to galvanise support from grass roots organisations to leading supermarkets and charities.

The campaign will help families to understand the harm that fat can cause to their children's health. It warns that a bad diet and inactive lifestyle can lead to cancer, heart disease and diabetes.

As part of the campaign there will be extensive support and information to help families and particularly children live healthier lives.

Public health minister, Dawn Primarolo, said: "Change4Life has a critical ambition. We are trying to create a lifestyle revolution on a huge scale – something which no Government has attempted before.

“The extent of the obesity problem demands an ambitious and innovative approach that has not been tried before. We have adopted ideas from successful movements such as Make Poverty History and Comic Relief which involves a wide range of partners, local organisations, commercial companies, charities and, of course, millions of people.

“Change4Life is supportive, informative and reassuring – it’s not about telling families what to do and what to eat. We want families to engage with the campaign and understand that obesity is not someone else’s problem – it’s all of our problem.”

Aardman

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