Public Sector: Brighton PCT in anti-obesity drive

Brighton Primary Care Trust (PCT) has hired The Priory Partnership and not-for-profit marketing agency Brilliant Futures to handle a £35,000 brief to tackle childhood obesity in the city.

The duo, which pitched together, will co-manage a four-month campaign running up to Christmas to raise awareness of healthy eating and exercise among eight to 11-year-olds and their parents.

'This age group is crucial because it is when children start choosing their own food,' said Brilliant Futures director Sarah Clarke. 'The PCT wants to motivate their behaviour rather than just tell children what to do.'

The Priory will promote a series of workshops called Fuel for Fun, where children learn about healthy food and make a meal. They will also design a healthy eating advertising campaign to take back to their primary schools and are joined by their parents at the end of the day to eat their meal.

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