Anti-obesity campaign launched

Friday, 2 January 2009 12:00 AM

By politics.co.uk staff

A new healthy-living campaign aimed at tackling the country's rising obesity rates has been launched by the government.

The scheme involves adverts warning of the medical effects of eating too much fat, including cancer, diabetes and heart disease.

The Department of Health claims the Change4Life campaign will aim to "kickstart a lifestyle revolution for every family" by promoting healthy eating and regular exercise.

A number of major food retailers are also involved in the government's scheme, including Coca-Cola, Cadbury and Nestle.

As part of the project, people will be able to ring a health "helpline" and receive advice on exercise and nutrition.

Recent figures claim 90 per cent of children in Britain will be overweight or obese in 2050, at a cost to the taxpayer of £50 billion, unless drastic action is taken.

Public health minister Dawn Primarolo said of the new campaign: "We are trying to create a lifestyle revolution on a huge scale - something which no government has attempted before.

"The message at the heart of the Change4Life campaign is that there are very serious health consequences associated with allowing dangerous amounts of fat to build up in our bodies."

Chief medical officer Sir Liam Donaldson added that people needed to eat healthier food and become more active to tackle the problem of obesity.

"Being active and eating well does not have to be expensive and it doesn't have to be difficult," he said.

The television adverts were produced by Aardman Animations - the creative force behind Wallace and Gromit.

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• health
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• obesity
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• public health