The EC to target football fans with Euro 2008 anti-obesity campaign

FootballThe European Commission (EC) is launching an anti-obesity drive targeting football fans ahead of next year’s UEFA European Championship.

The EC has been offered 30-second half-time advertising slots during qualifying games and the tournament itself, which takes place in Austria and Switzerland next summer. It has appointed Abbott Mead Vickers.BBDO to create the ads after initially approaching five agencies to present ideas. It is understood that the first work breaks in Monaco next week.

The campaign is thought to be the first anti-obesity activity from the EC itself. The commission is looking to promote a healthy lifestyle and will encourage football fans to exercise, rather than just sitting and watching the matches.

News of the campaign comes after the EC published figures at the end of last year showing that three-quarters of the European nations it surveyed weighed more than the recommended levels.

An EC league table, based on average body-mass index (BMI), showed that Britons are fatter than their Italian, Spanish and French neighbours.

According to World Health Organisation guidelines, anyone with a BMI of between 18.5 and 25 is a healthy weight. The slimmest nation, according to the survey, was Italy, where the average index is 24.3. The UK’s average index is 25.4, putting it in the overweight category.

The EC announced in May this year that it was considering tightening food advertising and nutrition labelling rules if companies failed to improve consumer awareness about unhealthy foods.

It said it wanted to “encourage” food companies to provide consumers with full information about the health risks associated with their products.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here