Change4Life: Tackling a major public health issue by creating a new brand
SNAPSHOT
The Change4Life brand was developed to target childhood obesity and promote a healthier lifestyle and has already made a measurable difference in attitudes and actions.
KEY INSIGHTS
The Department of Health (DoH) marketing team realised that getting mothers to change the way they raised and nourished their young children would require an enticing carrot rather than a preachy stick.
The resulting integrated campaign from M&C Saatchi created a new and colourful brand, Change4Life, and a number of flexible sub-brands which local and national partners could use and...