Government funded anti-obesity campaign seeks agency

The British Heart Foundation, Cancer Research UK and Diabetes UK are seeking an agency for a joint anti-obesity project. The campaign will aim to raise awareness of obesity’s link with cancer, heart disease and diabetes.

Cancer Research incumbent Ogilvy Group, Grey, which handles British Heart Foundation, and Diabetes UK incumbent The Gate have been invited to pitch against M&C Saatchi, which handle the Department of Health’s Change4Life strategy.

It is understood that the review is now at research stage, with the process being led by Diabetes UK.

The three charities have received £500,000 Government funding to create press campaign to run in weekly women’s magazines. It will break in March and it will target parents with children aged under 11.

A Diabetes UK spokesman says: “The campaign will communicate to parents that to reduce the risk of their children developing any of these conditions in the future parents will need to be aware of the importance of children eating a healthy, well-balanced diet and being more active.”

It follows the launch earlier this month of the DoH’s Change4Life campaign created by M&C Saatchi, as part of the Government’s wider £75m anti-obesity marketing push.

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