From Monday, 5 October to Christmas Day 2009 inclusive, Change4Life will sponsor The Simpsons on Channel 4.
This provides Change4Life with an excellent opportunity to communicate in an impactful and credible way with its target families. The show is very popular with them and is also watched at dinner time, an ideal time to remind parents about what and how much their kids are eating and encourage them to get and about, rather than vegging out.
Change4Life has always sought innovative and imaginative ways of influencing behavioural change, which is demonstrated by the whole style of the campaign, and this sponsorship is a continuation of its approach.
The Simpsons
A hugely popular and long-running show in this country, The Simpsons provides Change4Life with an opportunity to partner with a TV programme that gives the campaign the most exposure, impact and credibility with its target audience.
While some characters in The Simpsons – Homer, in particular – are well known for having a poor diet and taking little exercise, Change4Life seeks to offer support towards a healthier lifestyle, rather than criticise. The family also displays a number of positive behaviours. They often sit around the dining table together as a family, are clearly a close and tight-knit unit and Bart and Lisa lead very active lifestyles: Bart is known for his love of skateboarding, for example.
Format and timings
The Simpsons is broadcast on Channel 4 every weekday evening at 6pm.
Sponsorship ‘idents’ at the beginning, middle and end of each show will feature the characters from the Change4Life advertising campaign in a number of different scenarios. The strapline at the end of each of them is “Change4Life – supporting The Simpsons. Sometimes.”
The line is designed to demonstrate in a humourous way that Change4Life supports many aspects of The Simpsons, but not all of them. It celebrates the positive elements of the family’s behaviour and, by implication, encourages viewers to make changes for life for their own families in terms of diet and activity levels.
Target audience
The Simpsons on Channel 4 is a highly popular TV programme for Change4Life target families and is among the top 20 highest rating programmes among them. It also has a very broad appeal and attracts audiences from across the entire social spectrum. The sponsorship will, therefore, help the campaign to reach a high proportion of families who need encouragement and support to improve their diet and levels of physical activity, as well as reaching them in a way which is both credible and accessible.
We investigated the possibility of sponsoring The Simpsons on Sky One but it already had a sponsor. While Sky One shows the most recent series of the show, the programme’s viewing figures on this channel are substantially lower than those on Channel 4 – BARB figures for week ending 9 August showed that The Simpsons attracted an audience of 0.67 million on Sky One, compared to 2.04 million on Channel 4.
The Simpsons is broadcast on Channel 4 every weekday evening at 6pm.
Sponsorship ‘idents’ at the beginning, middle and end of each show will feature the characters from the Change4Life advertising campaign in a number of different scenarios. The strapline at the end of each of them is “Change4Life – supporting The Simpsons. Sometimes.”
The line is designed to demonstrate in a humourous way that Change4Life supports many aspects of The Simpsons, but not all of them. It celebrates the positive elements of the family’s behaviour and, by implication, encourages viewers to make changes for life for their own families in terms of diet and activity levels.
Target audience
The Simpsons on Channel 4 is a highly popular TV programme for Change4Life target families and is among the top 20 highest rating programmes among them. It also has a very broad appeal and attracts audiences from across the entire social spectrum. The sponsorship will, therefore, help the campaign to reach a high proportion of families who need encouragement and support to improve their diet and levels of physical activity, as well as reaching them in a way which is both credible and accessible.
We investigated the possibility of sponsoring The Simpsons on Sky One but it already had a sponsor. While Sky One shows the most recent series of the show, the programme’s viewing figures on this channel are substantially lower than those on Channel 4 – BARB figures for week ending 9 August showed that The Simpsons attracted an audience of 0.67 million on Sky One, compared to 2.04 million on Channel 4.
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