A Change4Life marketing campaign is to be developed for NHS Calderdale, by Principles Agency, that will challenge people from the community to swap their usual pub and restaurant for healthier options.
Set to launch in the Spring and will primarily target 45 to 65-year-olds in Calderdale, West Yorishire.
Stephanie Ryan, communications manager at NHS Calderdale comments: “This latest campaign, under the government’s Change4Life brand, is part of our continuing drive to promote healthy living and to reduce health inequalities in Calderdale. Principles Agency demonstrates a real understanding of how to target our key audiences and ultimately achieve our healthy town objectives.”
Principals has been tasked with developing consumer insight, promotional activity in-and-around many of the town’s eating and drinking establishments, training for chefs and pub staff, as well as event and public relations activity.
Mike Hackett, managing director at Principles Agency said: “Through this new Change4Life Pub Challenge, we will be attempting to change social drink and food behaviours in an older audience. We already have experience of working alongside NHS Calderdale, having previously created its award-winning breastfeeding awareness campaign in 2009. We look forward to working on this new, challenging brief.”