WCRF targets kids with health drive

The World Cancer Research Fund (WCRF) is poised to mount a campaign that links obesity with cancer in a bid to encourage kids to develop healthy eating habits and take regular exercise.

The charity, which is dedicated solely to the prevention of cancer through healthy diets and lifestyles, will launch the ‘Watch Your Waist’ campaign in Leeds in March 2005.

It will follow up this activity with a national campaign in May, during Cancer Prevention Week, and is currently on the hunt for pharmacy and retail sponsors. It is also hoping to team up with a health media partner and to involve sports celebrities and young people’s role models.

The move follows the appointment of Help the Aged PR account manager Samantha Heggie as WCRF media relations manager, the charity’s most senior PR position.

Heggie, who took up the newly created role last month, reports to WCRF head of education and comms Andrew Trehearne.

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