More than two thirds or public aware of Change4Life

The Government anti-obesity advertising campaign Change4Life is more than three quarters of the way to hitting its end of year general awareness levels, according to Government figures revealed this morning (March 26).

The Government anti-obesity advertising campaign Change4Life has hit its end of March prompted awareness levels among mothers, according to Government figures revealed this morning (March 26).

69% of the general public were aware of the TV advertising campaign, which launched in January, when polled at the end of February, while 74% of mothers claimed awareness.

The Government is aiming for 75% awareness among mothers by the end of this month and 82% by the end of the year.

The figures were revealed by the Department of Health’s health and wellbeing director Dr Will Cavendish this morning in a preview update on the Government’s overall anti-obesity drive Healthy Weight, Healthy Lives, announced last year.

Cavendish, who was speaking at a conference in central London aimed at health professionals on tackling obesity, was expecting to be announcing the full update report today but he says it is now due within the “next couple of weeks.”

However he says early figures are suggesting the rise in obesity among children has started to flatten out as a result of its interventions under the strategy, which covers increasing physical exercise and consumption of healthy food.

Conversely, Cavendish pointed out that adult obesity is still on the rise and therefore needs to be a priority in 2009. He added communications now needed to focus on the importance of balancing calories in and calories used in daily routines.

The three-year £75m Change4Life campaign†launched in January with a TV spot created by M&C Saatchi aimed at “reframing” obesity as a health issue rather than a vanity worry.

It emerged this week that a potential row is brewing over commercial partners’ rights to use sub-brands such as Swim4Life and Play4Life on FMCG products.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email

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