Donut-addict Homer Simpson sponsored by DoH Change4Life anti-obesity initiative
LONDON - The Department of Health has signed a deal to sponsor Channel 4's coverage of The Simpsons to promote its £75m Change4Life anti-obesity initiative.
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From this week the Change4Life animated characters, created by Aardman Animations, will feature on idents around the programme which follows the adventures of Homer, Marge, Bart, Lisa and Maggie. The sponsorship will run for three months.
The idents, created by M&C Saatchi, show the Change4Life family gathering around the TV in a similar fashion to the opening titles of the long-running animated series.
Sian Jarvis, director general of communications for the Department of Health, said: ‘The Simpsons provides an ideal opportunity to reach a big portion of our target audience.'
Manning Gottlieb OMD brokered the sponsorship deal.
Comments
Nick Pledger - 05/10/2009
I dont get it! Surely the message should be about not sitting down around the TV! Have I missed soemthing?
Ehsan Khodarahmi - 05/10/2009
I watched an interview about the programme on BBC yesterday and to be honest found it not appealing at all; although the issue, or better to say the problem, is serious. Many of the folks in charge of talking the obesity are very ambitious with little consideration of the reality. In my opinion millions of pounds are getting wasted as similar moves and actions are taken; because those in charge are not looking at the issue systematically and strategically. This is basically why you missed the point => there is nothing wrong with your understanding :) We rather need creativity and a new approach to resolve the matter in hand, rather sticking to typical expensive methods which are proved less practical and impactful.
dano - 05/10/2009
You have missed something Nick, its about hitting the demographic that are sitting around watching TV. There is no point targetting the healthy lot, they're fine. In any case, Homer isnt sponsored by DoH, its the coverage of the show. But I understand the need to create eye grabbing headlines BR.
Jason Hunt - 05/10/2009
DoH - doh! Genius!