UK Department of Health: Change4Life

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Released:	January 2009
Advertiser:	DEPARTMENT OF HEALTH
Agency:	M&C SAATCHI
Country:	United Kingdom
Category:	Public health & safety

Credits:

The British government is launching a £275m marketing campaign to tackle the obesity crisis with a TV ad that aims to kick start a "lifestyle revolution" and be on the scale of Make Poverty History and Comic Relief.

The TV ad, which breaks tomorrow, was timed to coincide with health-related new year pledges made in the wake of festive over-indulgence.

TV advert, made by ad agency M&C Saatchi, uses animated characters to explain how the evolution of the human race from the lifestyle of cavemen to our sedentary existence has impacted upon waistlines.

Tagline: "Eat well, Move More and Live Longer".