Department of Health - Change4Life

This case is about forward accountability. Today a quarter of adults are obese and by 2050 90% will be overweight or obese.

Department of Health – Change4Life

Richard Storey – M&C Saatchi


A recent IPA report1 criticised effectiveness culture for only turning its attention to evaluation and payback after the event.

The traditional ‘rear view mirror’ approach conflicts with marketing professionals’ need to make decisions and investments now to create profitable future outcomes.

This is particularly apposite for complicated long term issues, such as public health, the subject of this paper.

This case responds to that dilemma by detailing an example of ‘ForwardAccountability'.

The Department of Health (DH) and its agencies2created the Change4Life movement to tackle...

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