Sian Jarvis, director general of communications at the Department of Health, produced a confidently upbeat report on the Government’s showpiece healthcare communications policy, Change4Life, at a recent Advertising Association sponsored conference, Food Advertising: Time for a Healthy Debate.
The £75m three-year anti-obesity campaign, launched in January this year, is now about to move into its next phase, targeting adults of 45 and above.
As Jarvis herself confessed, the campaign (which is handled by M&C Saatchi) was the brief from hell. A nightmare of political correctness, it had to avoid a patronising, admonitory tone and persuade rather than bludgeon. Despite the fact it is all about health, there could be no mention of sport and fitness (which are middle-class connotations, and therefore not “inclusive”). All in all, it was a miracle that those luminous, animated little men and women made it onto our television screens at all.
Despite this unpromising start, Jarvis was able to report that the campaign has, in ten months, signed up 170 partners and achieved high ratings on most awareness/satisfaction indices.
Probably the biggest endorsement, however, is the fact that the Change4Life blueprint is now being actively considered for a US roll-out. Health secretary Andy Burnham was recently in the White House giving President Barack Obama’s team a briefing on the whys and wherefores. Do expect a US-version of Change4Life in the not-too-distant future. Don’t expect the US taxpayer to be nearly as generous as our own. That would be a “socialist” solution and therefore politically unacceptable in the Land of the Free. Most likely, a very large begging bowl will be sent around industry.
More on Change4Life, and other facets of the conference, in my Marketing Week column this week.