DoH reveals latest Change4Life initiative
The Department of Health has launched the latest Change4Life sub-brand “Let’s Dance” that aims to encourage kids to dance.
The anti-obesity initiative, sponsored by Change4Life partner the Fitness Industry Association, will offer free dance classes to kids to mark the “national weekend for dance” in March. Over 1,000 FIA gyms and leisure centres have committed to accommodating the classes.
“Britain’s Got Talent” winners, dance act Diversity will front the campaign and will judge a competition that invites 5-12-year-olds to recreate a Diversity routine for a chance to win a dance workshop and tour tickets.
The initiative taps into the popularity of dance shows such as Strictly Come Dancing”, “So You Think You Can Dance” and the new Sky1 show “Got To Dance”.
It also marks the latest stage in the Change4Life program following the launch of Play4Life, Swim4Life, Walk4Life and Bike4Life.
“Let’s Dance” will be promoted with an outdoor and digital campaign and advertorials in celebrity women’s magazines such as OK!, Now and Heat.