Government reveals Change4Life cutbacks
The government has for the first time laid out its plans to slash Change4Life's £75m marketing spend and has said it expects brands to pick up the bill.
Change4Life: government reveals cutbacks
In a speech today (7 July) at the Faculty of Public Health annual conference, health secretary Andrew Lansley outlined plans for a responsibility deal "built on social responsibility, not state regulation".
Turning to the anti-obesity campaign, he called for a new approach. Lansley said the coalition government would be "progressively scaling back the amount of taxpayers’ money spent on Change4Life … while government pump-primed the brand, we will now withdraw the primer".
He added: "We have to make Change4life less a government campaign, more a social movement. Less paid for by government, more backed by business. Less about costly advertising, more about supporting family and individual responses,’ he said.
The pledge presents a challenge to M&C Saatchi, the advertising agency handling the account.
Lansley highlighted the use of social media as one way of extending the reach and effectiveness of Change4Life.
Controversially, Lansley suggested that he expected brands involved in Change4Life, such as Kellogg, Mars and Nestlé, to turn their "in kind" contributions into "actual funding".
"And they need to do more,’ he continued. ‘If we are to reverse the trends in obesity, the commercial sector needs to change their business practices, including how they promote their brands and product reformulation.’
Separately, Lansley said the Change4Life branding would be used for sensible drinking campaigns.
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- Senior Account Manager fishtank 32k to 42k per year GBP, Maidenhead, Berkshire
- Graphic/Web Designer fishtank 17k to 27k per year GBP, United Kingdom
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
- Digital Brand Manager Nike Europe Competitive + attractive relocation package for foreign hires, Amsterdam
- Head of Media, Marketing & Communications PGA Competitive, Sutton Coldfield, West Midlands
- senior planner > SPORTS BRANDS collectivo Up to £90,000 plus benefits, London
Integrated digital marketing offers huge opportunities to engage, servic...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...
A recent Brand Republic survey revealed that 78% of respondents felt und...