Change4life to target middle-aged men

The Government is to target middle-aged men in the next phase of its £75m Change4Life initiative after claiming success in the first-year of the anti-obesity drive.

The television, outdoor and digital campaign is aimed at overweight adults aged 45 to 60, with a focus on men. It will encourage lifestyle changes such as reducing portion sizes and will include messages about the calorific content of alcoholic drinks.

The latest activity, created by M&C Saatchi, was developed after Department of Health (DoH) data found that obesity levels peaked between the ages of 45 and 65 with 69% of middle-aged adults found to be overweight or obese.

The campaign marks the third stage of the Change4Life initiative following activity targeting young families and pregnant women or women with babies.

Sian Jarvis, director general of communications at the DoH, says that the latest phase is being introduced earlier than planned after previous campaigns achieved better than expected levels of brand recognition. Change4Life began in January last year.

In a report called “One Year On”, the DoH claims that 88% of mothers with children under 11 recognise the Change4Life logo against a year-one target of 44%, while the number of families signing-up for the initiative is double the first-year target of 200,000, at 413,466.

The report also provides evidence of behavioural change as a result of the campaign with 35% of the 300 mothers of children under 11 asked saying they have taken some action after seeing Change4Life ads between July and September last year, compared with 28% between February and April 2009.

The numbers eating healthier foods and doing more physical exercise increased from 13% to 18% and 10% to 16% respectively between the same two periods, the report says.

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