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Change4Life Launches New ‘Swap It, Don’t Stop It’ Campaign Aimed at 45-65 Year Olds. 30 January 2010 The new campaign will be launched on the 20th February with TV advertising, online media, posters, bus advertising and in conjunction with the Daily Mirror. The campaign is aimed at 45 – 65 year olds as it is known that the majority of people in this age range (about 71%) can be classed as either overweight or obese, however the behaviours being promoted can be adopted by all adults. Six behaviours have been developed under the banner of ‘swaps’ and encourage different exercise and nutritional goals. These include: ‘Plate Swap’, ‘Up and About’, ‘Fibre Swap’, ‘5 A Day’, ‘Snack Swap’ and ‘Drink Swap.’ As with other Change4Life campaigns a range of resources will be available including an adult’s leaflet, FAQ sheet, language and brand guidelines as well as an employer’s toolkit.
For the February launch, the Change4Life website homepage (www.nhs.uk/change4life/Pages/Default.aspx) will be redesigned so that adults and families alike can visit the website and find information targeted at them. This will involve two main buttons – one saying ‘Change4Life for me’ which will lead to the new content aimed at adults, and another saying ‘Change4Life for my kids’ leading to existing Change4Life content. The advertising campaign will direct adults to the website to register (45-65 year olds will be sent a consumer pack) where they will find information about the behaviours and a short self-assessment tool where users can assess how they are doing with various diet and activity goals and identify swaps that might be appropriate for them. Further content will be added in March.
If your work involves helping adults to lead a healthy lifestyle you may find this campaign and its resources very helpful. For more information about the campaign, a visual of the behaviours and a summary of the adult insight research please visit the DH website www.dh.gov.uk/change4life Resources will be made available from mid February onwards.
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