The government has launched a healthy living campaign in a bid to halt the rising rate of obesity in England.
‘Change4Life’ – a three-year advertising campaign launched on Saturday 3 January – aims to kickstart a ‘lifestyle revolution’ for all families by helping them understand the consequences of a poor diet and inactive lifestyle.
Using a series of adverts on television, billboards and in magazines, the campaign will warn families that too much body fat can lead to cancer, heart disease and diabetes.
It follows the largest UK study into obesity – published last year – which warned that 90% of today’s children will be overweight or obese by 2050 if no action is taken to address the problem.
Public health minister Dawn Primarolo said: ‘The extent of the obesity problem demands an ambitious and innovative approach that has not been tried before. We want families to engage with the campaign and understand that obesity is not someone else’s problem – it’s all of our problem.’
Healthcare professionals who want to get involved in the campaign should register at a special website.