2019 campaign
The campaign features an exciting new TV ad featuring mischievous ‘sugar cube invaders’ which highlights the surprising amounts of sugar in everyday food and drinks. Retailers and manufacturers are supporting the campaign by highlighting healthier options and many will be using a new Change4Life ‘good choice’ badge.
Additionally, 4.2 million activity packs will be made available for free via primary schools and local authorities. The free Change4Life ‘Food Scanner’ app brings food labels to life
Launched in January 2009, Change4Life focuses on prevention and aims to change the behaviours and circumstances that lead to weight gain, rather than being a weight-loss programme for the already obese. In its first year, Change4Life focused on families, particularly those with children under 11. In years two and three, the campaign has expanded to address other at-risk groups.
Change4Life exceeded all of its first year targets, including:
- The campaign reached 99 per cent of targeted families
- 413,466 families joined Change4Life in the first 12 months
- Over 44,833 families were believed to still be involved with Change4Life after 6 months
- Over 1.9 million responses (postal, online, face-to-face, telephone) were received in year one
campaign - what has it achieved in 10 years
At launch, we were pretty pleased to have a helpline. Now we have a website through which more than four million families have registered for support; one of the most-used health apps in the country (more than five million downloads and more than 50 million barcode scans); and a thriving Facebook community as we evolve to a more contextually relevant social-targeting model.
The use of brightly coloured plasticine characters in a yellow world represented everyone and alienated no one.
They were devoid of ethnicity, geography or demography, and appealed to both parents and children.
Has it made a difference? Yes, it has. While too many of our children are still overweight or obese, the most recent National Diet and Nutrition Survey shows that children’s sugar consumption from ages four to 10 has been steadily decreasing since 2013.
Similarly, we have seen a notable decrease in the purchase of sugary cereals and drinks as a result of Change4Life’s 2016 "Sugar Smart" campaign as well as a reduction of high sugar, fat and salt products being purchased, according to shopping basket data from the 2017 "Be food smart" campaign.
Over the past decade, Change4Life has welcomed an eclectic mix of partners into the Change4Life family, from the very small (breakfast clubs, leisure centres, children’s centres) to major global brands: Disney, Tesco, Asda, ITV and the BBC.
Alexia Clifford - deputy director of marketing activation at public health England:
More than ever before, people are finding that they can begin controlling aspects of their health in the new digital and social landscape in ways that were impossible to contemplate even a year ago.
At Public Health England, we recognise our role in ensuring everyone has access to clear, clinically proven information, advice and support to change their behaviour.
We also understand that this remit also means delivering engaging information to the right audience at the right time.
It also means constantly monitoring developments in technology to make it easier for people to make a change in their lives, while applying three core principles: effective targeting, cutting-edge digital tools and partnerships.
Targeting on digital platforms is incredibly important, enabling us to get to people with relevant health messages when they’re in the right mindset.
One of the ways in which we’re addressing this is by working to develop a deep understanding of how to balance "implicit" signals from our audiences, such as demographics and time of day, with "explicit" ones, such as topics they’re most interested in.
These signals continually change and it's our responsibility to adapt quickly to best use the targeting capabilities of digital platforms.
We also need to deliver the best content and we are evolving a wide portfolio of cutting-edge digital tools to do this. Examples include the "How are you?" quiz, which has helped more than two million adults identify the most important health behaviours for them to focus on; and the Change4Life Food Scanner app, which has been used more than 50 million times to scan products' bar codes, so that people can see at a glance the equivalent number of sugar cubes stacking up in their food and drink.
Our third focus, on digital partnerships, allows us to innovate with the platforms and technologies where people are spending their time.
We want our campaigns to reach everyone, not just the most digitally literate or technologically competent, which means we’re always on the lookout for mass-reach tech solutions.
Can it be delivered as a website, a free app, a social post?
In addition to this, through our work with leading platform partners, we’re looking at emerging technologies, such as our recent work with Amazon and Google, using their smart speaker technologies to develop a breastfeeding assistant for our early years campaign, Start4Life.
as well as parents and families, Change4life have catered for more adult audiences;
Drink checker app
The campaign warns against drinking above lower risk guidelines, highlighting the potential impacts on long term health - for instance regularly drinking 2 large glasses of wine or 2 strong pints of lager a day can triple the risk of developing mouth cancer and double the risk of getting high blood pressure.
Last year the alcohol industry funded organisation Drinkaware launched 'My Drinkaware', which also offers online tools, an app and guidance to help people keep track of units and understand the risks.
smart step - o - meter
Download the Change4Life Smart Step-O-Meter app today and use it to count your daily steps. It'll record your progress over time and for even more motivation it can set a personal goal!• Keep track of your daily, weekly & monthly steps on a progress wall
• Add your height and weight for an accurate calorie count • Pick a step plan or set your own step target to keep motivated
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