Government launches national anti-obesity campaign

Change4Life

The government has launched a nationwide anti-obesity campaign for 2009 called Change4Life.

A 90-second cartoon advert (click below to watch it) by award-winning Wallace & Gromit animators forms the centrepiece of the £75 million marketing effort.

The campaign is in response to findings that only 6% of people understand the link between obesity and adverse medical effects, with most people seeing fat as a vanity issue, not a health problem.

90% of kids could be overweight by 2050
Government figures show that, if current trends continue, 90% of children will be overweight by 2050, putting the population at massively increased risk of contracting life-threatening diseases such as diabetes and coronary heart disease.

LCC communications officer Mike Cavenett said, "We welcome any attempt to increase public understanding of such an important issue."

"However, it's a shame the government's video doesn't do more to explicitly encourage people to leave their cars at home, and walk and cycle more. If you freeze the video after 75 seconds, you can just about see a bicycle for a second or two."

"Make our city streets more cycle-friendly, and the long-term result will be massive improvements in public health."

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