February 20th see’s the launch of the change4life adult campaign – ‘Swap it, Don’t Stop It’

Launching the adults advertising campaign on TV, online, on posters and bus rears, also working with the Daily Mirror in a media partnership to support the advertising. The campaign is aimed at 45-65 year old men and women, as we know that the majority of them (about 71%) can be classed as either overweight or obese. Six behaviours have been developed that all sit under the banner of 'swaps' and house different exercise and nutritional goals. A range of resources will be available to support the campaign including an adults leaflet, an FAQ sheet, language and brand guidelines and an employers toolkit.

If your work involves helping adults to lead a healthy lifestyle you may find this campaign and its resources very helpful. It is worth noting that although the campaign and resources are actively targeted at 45-65 year old adults, the six behaviours can be adopted by all adults over 18 years.

For more information about the campaign, a visual of the behaviours and a summary of the adult insight research please visit the DH website www.dh.gov.uk/change4life.

For the February launch, a redesigning the Change4Life website homepage so that adults and families alike can visit the website and find information targeted at them. This will involve two main buttons – one saying ‘Change4Life for me’ which will lead to our new content aimed at adults, and another saying ‘Change4Life for my kids’ leading to existing Change4Life content. The advertising campaign will direct adults to the website to register (45-65 year olds will be sent a consumer pack) where they will find information about the behaviours and a short self-assessment tool where users can assess how they are doing with various diet and activity goals and identify swaps that might be appropriate for them. More content will be added in March.