Broadcasters to back ad body drive with health programmes

by Jeremy Lee, Marketing 29-Jul-08, 08:42

LONDON - Commercial broadcasters will schedule programmes promoting a healthy lifestyle as part of the Advertising Association's (AA) commitments to reducing obesity in support of the Department of Health's Change for Life campaign.

Rupert Howell, managing director, ITV brand and commercial, confirmed that the broadcaster was planning to support the initiative editorially. The first of the programmes may be a series screened in the New Year aimed at people wanting to lose weight.

Howell added that, if successful, the initiative could run as an annual event beyond 2012, similar to the BBC's Comic Relief. Media owners also plan to donate promotional space to the campaign.

The £200m four-year AA initiative, which has the working title Get Fit for 2012, was announced last week. It is intended to dissuade the government of the need for further restrictions on the advertising of foods deemed unhealthy. Other media owners may also lend editorial backing.

Baroness Peta Buscombe, AA chief executive, said: 'We want to encourage the media to support this in every way they can.'

AA time line

January 2007 Baroness Buscombe joins the AA as chief executive.
June 2007 First meeting of AA's Digital Media Group.
L June 2008 AA releases research showing that personal relationships, not advertising, are fuelling binge-drinking.
July 2008 Buscombe urges delegates at a Marketing conference on marketing to children and parents to be 'less gentle' on lobby groups. Retailers, media companies, advertisers and fitness and healthcare companies partner with the government in the fight against obesity in an AA-led initiative.