Change4Life is a public health

Public health

Public health is "the science and art of preventing disease, prolonging life and promoting health through the organized efforts and informed choices of society, organizations, public and private, communities and individuals" . It is concerned with threats to health based on population health...

 programme in the United Kingdom

United Kingdom

The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...

 which began in January 2009, organised by the Department of Health

Department of Health (United Kingdom)

The Department of Health is a department of the United Kingdom government with responsibility for government policy for health and social care matters and for the National Health Service in England along with a few elements of the same matters which are not otherwise devolved to the Scottish,...

. The campaign aims to encourage people in Britain to lead healthier lives, using the slogan "eat well, move more, live longer". The campaign is backed by major food and beverage companies such as Tesco

Tesco

Tesco plc is a global grocery and general merchandise retailer headquartered in Cheshunt, United Kingdom. It is the third-largest retailer in the world measured by revenues and the second-largest measured by profits...

 and Unilever

Unilever

Unilever is a British-Dutch multinational corporation that owns many of the world's consumer product brands in foods, beverages, cleaning agents and personal care products....

, as well as sports and health groups such as the Ramblers Association and the British Heart Foundation

British Heart Foundation

The British Heart Foundation is a charity organisation in Britain that funds research, education, care and awareness campaigns aimed to prevent heart diseases in humans.-Foundation:...

.

Change4Life covers eight areas of behaviour change:

• Up and About
• 60 Active Minutes
• 5 a Day
• Meal Time
• Snack Check
• Me Size Meals
• Cut Back Fat
• Sugar Swaps

Change4Life is arranged into a number of sub-brands that promote a single issue with either a food or an activity focus (e.g. cooking is promoted via cook4life; swimming is promoted via swim4life). Change4Life has seven sub-brands (Bike, Breakfast, Cook, Dance, Play, Swim and Walk).

Start4Life

Start4Life is a sub-section of the Change4Life programme about babies, focused on the importance of diet during breastfeeding and weaning.

MoreActive4Life

MoreActive4Life is another sub-section of the programme that encourages people to incorporate physical activity into their lives. The Fitness Industry Association

Fitness Industry Association

The Fitness Industry Association was established in 1991 as a non-profit organisation that represents the interests of the health and fitness sector across the UK, including both private and public sector organisations....

 developed this initiative which launched in June 2009

Advertising

Change4Life uses animated television advertising

Advertising

Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...

 by Aardman Animations

Aardman Animations

Aardman Animations, Ltd., also known as Aardman Studios, or simply as Aardman, is a British animation studio based in Bristol, United Kingdom. The studio is known for films made using stop-motion clay animation techniques, particularly those featuring Plasticine characters Wallace and Gromit...

, as part of a wider campaign by M&C Saatchi

M&C Saatchi

M&C Saatchi is an international advertising agency network formed in January 1995 by the brothers Maurice Saatchi and Charles Saatchi after they were ousted from the advertising agency group Saatchi & Saatchi which they had founded in 1970...

.