BR Video: Brands should pick up bill for Change4Life, says public
The government's Change4Life healthy living campaign should not be axed and brands should contribute to it financially, according to members of the public interviewed in the latest BR Video.
Change4Life has survived extensive spending cuts imposed on public sector advertising but will have a much reduced budget. It received backing from all eight respondents in our street interviews.
Jill, a 53-year-old therapist assistant, said it was good for "people to be reminded and realise they can change", while 22-year-old musician Max thought people needed to be aware of ways to improve their lifestyles.
Steve, a 32 year-old teacher, said he sees "a load of overweight kids" in his job. He said: "Unfortunately people aren’t intelligent enough to realise if they don’t move around they’re going to get big and unhealthy so a lot of people need to be told."
We also asked people whether they thought it was a good idea for the government to ask food and drink brands to make financial contributions to the campaign in future.
In July, health secretary Andrew Lansley said he expected brands involved in Change4Life, such as Kellogg, Mars and Nestlé, to turn their "in kind" contributions into "actual funding".
The idea was supported by our respondents. Shaalan, 35, branded the move "ethically" right because "the government doesn’t have the cash to do it so food and drinks companies should come forward."
Remy, 55, said it was a "good idea" and concluded "fizzy drinks make people fat so maybe [drinks brands] ought to take some of some responsibility for it".
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