Change4Life is a
public health programme in England which began in January 2009, run by
Public Health England. It is the country's first national
social marketing
Social marketing is a marketing approach which focuses on influencing behavior with the primary goal of achieving "common good." It utilizes the elements of commercial marketing and applies them to social concepts. However, to see social marke ...
campaign to tackle the causes of
obesity.
Change4Life aims to help families make small, sustainable yet significant improvements to their diet and activity levels. It uses the slogan "more kids, less food, eat less, move more, live longer".
Change4Life encourages families to adopt seven healthy behaviours:
*
5 A Day – suggestions for ways to eat the recommended 5 portions of fruit and veg each day
*400, 600, 600 - advice on watching calorie intake at breakfast (400 calories), lunch, and dinner (600 calories each)
*Watch the salt – advice on reducing the amount of salt eaten each day, ideally keeping it to below 6g for adults
*Cut back fat – information about the (mainly saturated) fat found in foods and ways to reduce this
*Sugar swaps – information about sugar found in foods and suggestions for healthier alternatives
*100 Calorie Snacks, 2 A Day Max
*Get going every day – the importance of leading an active lifestyle and ways for adults and children to do this cheaply and easily
Marketing approach
Change4Life adopts an integrated marketing approach and uses a variety of marketing channels including television and radio, digital, social media, PR and direct marketing. It uses animated television advertising by
Aardman Animations, as part of a wider campaign.
M&C Saatchi
M&C Saatchi Group () is an international communications network headquartered in London, formed in May 1995. With more than 2,400 staff, the network spans 23 countries with major hubs in the UK, Europe, US, Middle East & Africa, Asia and Austral ...
lead on the creative aspects of the campaign with additional input from a range of other agencies providing PR, digital, planning and data services.
Advertising
On
Channel 4, Change4Life was a previous sponsor of ''
The Simpsons''.The sponsor of Change4Life with Simpsons happened from Monday, 5 October to Christmas Day 2009.
Change4Life also made a
TV advert in 2019
Local supporters
In addition to
consumer marketing, Change4Life engages with intermediaries at a local level, including schools,
NHS organisations, local authorities and others. These local supporters are able to interact with the campaign audience in different ways and in different contexts to Change4Life's central approach. Free resources including posters and leaflets are available to local supporters to enable them to do this effectively. .
Change4Life Sports Clubs
Change4Life Sports Clubs
were designed by Change4Life in 2011 to increase physical activity levels in less active children in primary and secondary schools by:
*Using multi-sport themes (primary) or alternative school sports (secondary)
*Using the inspiration of the
Olympic
Olympic or Olympics may refer to
Sports
Competitions
* Olympic Games, international multi-sport event held since 1896
** Summer Olympic Games
** Winter Olympic Games
* Ancient Olympic Games, ancient multi-sport event held in Olympia, Greece b ...
and
Paralympic Games
The Paralympic Games or Paralympics, also known as the ''Games of the Paralympiad'', is a periodic series of international multisport events involving athletes with a range of physical disabilities, including impaired muscle power and impaire ...
(
which were held in 2012)
*Responding to what children want
*Establishing a habit of regular participation
*Developing a real sense of belonging
*Changing behaviours relating to key health outcomes (including healthy eating, physical activity and emotional health)
The Change4Life Sports Clubs programme is funded by the
Department of Health and managed by the
Youth Sport Trust
Youth is the time of life when one is young. The word, youth, can also mean the time between childhood and adulthood ( maturity), but it can also refer to one's peak, in terms of health or the period of life known as being a young adult. Yout ...
.
Start4Life
Start4Life
is a sister brand of Change4Life. It is aimed primarily at
pregnant
Pregnancy is the time during which one or more offspring develops (gestation, gestates) inside a woman, woman's uterus (womb). A multiple birth, multiple pregnancy involves more than one offspring, such as with twins.
Pregnancy usually occur ...
women and new mothers. It encourages a healthy lifestyle during pregnancy (activity,
healthy eating,
taking supplements,
quitting smoking,
and avoiding alcohol
) as well as a healthy start for new babies (breastfeeding,
introducing solid foods,
avoiding sugary foods,
and activity
).
It also encourages fathers,
friends and family members
to support pregnant women and new mothers in making healthy lifestyle choices. Free leaflets and posters are available to healthcare professionals to help them encourage their patients to make healthy lifestyle choices.
See also
*
Obesity in the United Kingdom
References
External links
*
{{DEFAULTSORT:Change4life
Health education in the United Kingdom
Health campaigns
2009 establishments in England
Obesity in the United Kingdom