Games4Life to tap into ‘summer of sport’

The Department of Health is hoping to exploit interest in the Olympics, Wimbledon and European football championships with a summer marketing campaign that encourages people to stop watching events on TV and get active.


The Games4Life activity – which stems from anti-obesity initiative Change4Life – will encourage people to complete a questionnaire to generate a personalised programme of physical exercise.

Questionnaires will be distributed through retail partners including Asda, Aldi and JJB Sports as well media partner The Sunday Mirror.

TV, digital, press and social media activity will encourage people to fill in the questionnaires.

Elsewhere, a mobile app, “The Fun Generator”, offers parents over 100 indoor and outdoor activity ideas for kids. Games4life branding will also be displayed at the 10 big screen outdoor events hosted by the BBC during the Olympics.

Sheila Mitchell, marketing director at the DoH, says that the activity, its “biggest ever” push to encourage physical activity, is “riding the wave of the summer of sport”.

“The message is: don’t just watch sport on TV, get active,” she adds.

The launch of Games4Life comes as commissioned research by PCP shows 93% of the population will be watching some coverage of the summer’s major sporting events on TV during the next three months. More than half will snack on crisps while watching, according to a survey by CensusWide on behalf of the DoH.

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