Undoing difficult: Ten years of helping families Change4Life

Change4Life, a public health programme, helped tackle childhood obesity in the UK as a result of the humorous and non-judgemental way it framed the health conversation.

Campaign details

Brand: Change4LifeClient: Public Health EnglandAgency: M&C Saatchi

Exec summary

This paper describes working on the same problem for over a decade.

A particularly tricky problem at that. Involving kids, what they eat, how they live, how many of them might grow up to be obese and how they and their parents can be persuaded to avoid this.

Don't be fooled for a moment by the bright colours, cheerful cartoon humour, general naivety, lightness of touch and easy logic.

Particularly the easy logic.

These have all been carefully curated to bring parents and kids onside....

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