More than two thirds or public aware of Change4Life

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.