Change4Life

Change4Life adopts an integrated marketing approach and uses a variety of marketing channels including television and radio, digital, social media, PR and direct marketing. It uses animated television advertising by Aardman Animations,[9] as part of a wider campaign. M&C Saatchi lead on the creative aspects of the campaign with additional input from a range of other agencies providing PR, digital, planning and data services.

On Channel 4, Change4Life was a previous sponsor of The Simpsons.

In addition to consumer marketing, Change4Life engages with intermediaries at a local level, including schools, NHS organisations, local authorities and others.[10] These local supporters are able to interact with the campaign audience in different ways and in different contexts to Change4Life’s central approach. Free resources including posters and leaflets are available to local supporters to enable them to do this effectively. .

Change4Life Sports Clubs[11] were designed by Change4Life in 2011 to increase physical activity levels in less active children in primary and secondary schools by:

• Using multi-sport themes (primary) or alternative school sports (secondary)
• Using the inspiration of the Olympic and Paralympic Games (which were held in 2012)
• Responding to what children want
• Establishing a habit of regular participation
• Developing a real sense of belonging
• Changing behaviours relating to key health outcomes (including healthy eating, physical activity and emotional health)

The Change4Life Sports Clubs programme is funded by the Department of Health and managed by the Youth Sport Trust.

Start4Life[12] is a sister brand of Change4Life. It is aimed primarily at pregnant women and new mothers. It encourages a healthy lifestyle during pregnancy (activity,[13] healthy eating,[14] taking supplements,[15] quitting smoking,[16] and avoiding alcohol[17]) as well as a healthy start for new babies (breastfeeding,[18] introducing solid foods,[19] avoiding sugary foods,[20] and activity[21]).

It also encourages fathers,[22] friends and family members[23] to support pregnant women and new mothers in making healthy lifestyle choices. Free leaflets and posters are available to healthcare professionals to help them encourage their patients to make healthy lifestyle choices.[24]

• Obesity in the United Kingdom