LONDON: British advertisers, agencies and media businesses are coming together to prove they have a positive role to play in persuading the population to improve its health by adopting new lifestyles.

The alliance is set to work on an extended government-backed health marketing campaign under the auspices of trade body, the Advertising Association.

The move is a hearts and minds effort to change perceptions that the ad and media industries are responsible in large part for the increases in obesity, alcohol abuse and couch-potato living.

An unnamed source quoted by online trade publication Brand Republic says: "The government appears to be willing to look at positive remedies rather than pushing bans. We can amplify the government's work, we don't want to duplicate or contradict it."  

The campaign will run for between three and five years and be partly funded by the media, including offers of free televison and radio airtime.

AA ceo, Baroness Peta Buscombe, said the coalition of industry and government "would provide a unique opportunity to demonstrate our value".

Fuller details are expected to be made public later in the summer.

Data sourced from; additional content by WARC staff