Department of Health launches second stage of Change4Life campaign

The Department of Health is launching the second stage of its Change4Life campaign today, which will focus on communicating the benefits of healthy eating to adults.

Second phase launched: Change4Life campaign
Second phase launched: Change4Life campaign

The next phase of the campaign, which was originally aimed at improving children's eating habits, will encourage adults to make simple changes in their diet and lifestyle. The ‘Swap It, Don't Stop It' strapline will feature on the supporting marketing materials and TV advertisements.

There are a series of suggested ‘swaps' - including swapping watching a favourite sport on television for taking part, increasing fibre intake by choosing brown rice over white, or swapping bigger plates for smaller ones to choose smaller portions of food.

The in-house press team at the DH is launching the campaign today and will brief the media during a press conference.

DH director general of communications Sian Jarvis said: 'The campaign looks at behavioural change rather than a traditional awareness campaign. The early signs from the campaign show that we are seeing change.'

The campaign will look at involving employers in helping to improve the health of their employees. Employers wanting to get involved will be sent packs containing information about the campaign and how best to support staff wanting to adopt healthier approaches to eating and exercise.

A supporting website will also include hints and tips to keep participants motivated.

A new range of television and poster adverts will air from Saturday 20 February supporting the new campaign.

The Change4Life campaign was launched last year to encourage young families to eat more healthily. A report into the campaign so far has found that one million mums claim to have attempted to change their children's behaviour as a result of Change4Life.

Secretary of State for Health Andy Burnham said: ‘In response to an urgent need to tackle the alarming rise in obesity, we launched Change4Life – not just a campaign, but a movement with a mission to encourage people to eat well, move more and live longer. We have surpassed all our targets for the first year and we are beginning to see the positive impact on families as they start to adopt healthier lifestyles.'


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