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".
Latest jobs Jobs web feed
- Global Product Manager Evans Taylor c£50k - c£60k p.a. plus car, bonus and benefits, North East of England or Central London
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- Account Director- Exciting Online Content Marketing Company- Up to £70,000 plus OTE Cedar Scott Up to £70,000 basic (up to £90,000 OTE) plus share options, Central London
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
- Senior Planning Director, International Agency, London, to £120k Fill Recruitment Ltd to £120,000, Central London
- Head of Customer Analytics - Consultancy Harnham £90000 - £100000 per annum + benefits, London
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
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...