Scottish Government launches Take Life On campaign
The Scottish Government has launched a new advertising campaign in a bid to get more children exercising.
The ‘Take on Life’ campaign aims to enforce the message that increasing physical activity could help reduce the risk of heart disease, type two diabetes and some cancers.
The six-week TV, radio and online campaign has been created by The Union. It is backed by a supporting campaign website.
Union Connect will oversee a 12-date field marketing tour of shopping centres while Consolidated PR handles media relations.
Supermarket Morrisons has also come on board to offer an additional 13 days of activity in supermarkets across the country, combined with door drops that feature healthy recipes and in-store discounts.
Gillian Govan, chief marketing officer for the Scottish Government Marketing Unit, said: “Almost three quarters of parents are unaware of how often their children should be physically active and 72 percent feel they can do more to increase their child’s activity levels.
“There was a clear need to highlight the 60 minute a day message to parents and offer ideas to break it down into manageable chunks throughout the day,” Govan added.
“Sedentary behaviour is one of the main causes of the increase in overweight children in the UK and the Take Life On campaign aims to encourage Scots to take small achievable steps towards eating healthier and being more physically active.
“Our partnership with Morrisons has added to the breadth and depth of the campaign, allowing us to aid their customer base in making healthier choices when shopping."