Cancer Research UK, Diabetes UK and the British Heart Foundation have jointly launched the 'Active Fat' campaign to raise awareness of the dangers of carrying excess weight. They are using a new animation that takes people on a journey through a 'belly' and then across the charities' three websites.
Visitors are directed to a single microsite (activefat.org.uk) but the animation will encourage a journey across all three charities' sites.
A campaign spokesperson said: 'While the online environment is becoming increasingly competitive ... we felt it was vital to share our expertise in fighting active belly fat.'
The animation reflects a new survey that found 97 per cent of people in Britain were unaware their 'beer bellies' and 'muffin tops' were generating higher levels of oestrogen and excess chemicals in their stomachs.