Brands sign up for Change4Life voucher scheme

The Department of Health is partnering with the News of the World and Asda for a £250m voucher scheme for its Change4Life initiative to encourage people to swap to a healthier lifestyle.

According to a statement by the Fitness Industry Association, the scheme, which launches in January, will distribute 5 million “voucher chequebooks” containing 20 healthy lifestyle vouchers, including vouchers for reduced-price swimming and gym sessions, to the public.

Three million will be distributed through Asda, 1 million through the News of the World, and the rest through GP surgeries, schools and local community services, the FIA says.

Other brands are expected to be involved and help pay for the scheme. The FIA adds that it has taken two of the 20 vouchers and will be “joined by some of the UK’s leading consumer brands”, which have “had to pay a contribution” while it has “not had to make such an upfront contribution”.

The FIA statement has since been removed. Health Secretary Andrew Lansley, and a number of DoH spokespeople declined to offer any further information on the initiative.

Lansley announced the “Great Swapathon” in the white paper “Healthy Lives, Healthy People”, which sets out the coalition Government’s strategy for public health in England.

The voucher scheme launch comes as the DoH prepares to increase the number of public-private partnerships to communicate public health messages. Lansley has previously said he wants Change4Life to be “less paid-for by government, more backed by business”.

The white paper adds that the Change4Life campaign will “take a more holistic approach to childhood issues” by covering areas such as mental wellbeing.

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