Recipe for success with Change4Life

Alison Hardy and Jane Asscher

Social marketing is complex and sophisticated and can be very effective. For example, the public sector behavioural-change campaign Change4Life, launched in January 2009, was a huge success and has lessons for the private sector Alison Hardy and Jane Asscher explain

In Late 2007, the Department of Health assembled a team of marketers charged with developing a social marketing strategy to combat the rise in childhood obesity. This would be the first and most ambitious national campaign on this issue to launch anywhere in the world. We were fortunate enough to be among the first recruits to that team.

The group blended civil servants with commercial sector marketing, advertising and research experts. The planning and development took more than a year and involved ten specialist marketing and communications agencies, including media planning, advertising, direct and relationship marketing, partnership marketing, database marketing and digital communications.