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The Change4Life campaign reached 87 per cent brand recognition, but did it actually change people’s behaviour?


harry macmillan mend • chief executive


support the mission to spark a societal movement to encourage people to lead healthier lifestyles. Change4Life is a new look public health campaign – it’s targeted and has a simple, slick yet friendly brand which has raised awareness of obesity and ways to be


“W


fitter and more active. I’m sure its success in raising awareness has positively changed some people’s behaviour. But in some ways this was a missed opportunity to really


tackle obesity and create a movement of fitter, healthier and happier families. Change4Life hasn’t created the “lifestyle revolution” that the Department of Health intended. Indeed, I challenge anyone to remember all the key messages. If the coalition government replaces funding of Change4Life


with third and private sector partner funding, this will inevitably change the campaign and could lead to a drop in awareness of what constitutes a healthy lifestyle. However, it might encourage dynamic partnerships that combine targeted advertising with practical grassroots behaviour change programmes, such as the More Active Health Programme.


” october 2010 © cybertrek 2010


e are a National Third Sector partner of Change4Life and


sue upton heights health and fitness • manager


“I


don’t think Change4Life was a waste of money. However,


possibly the money could have been spent slightly differently, giving clubs more support for their promotions. On the whole, I think it’s a shame it’s being cut back, because it was beginning to gather momentum and gain brand recognition. There needs to be


consistency and continuity in getting this message across – in my opinion, chopping and changing is worse than doing nothing. As an operator, I found Change4Life very beneficial. It’s


always good to have a campaign to get behind, giving the team a focus and something to get involved with. We found Change4Life to be a good promotional tool, and we’d been looking at other ways we could have used it – for example, with fundraising. We used it for a promotion earlier this year and found it was successful in attracting a different type of user. There’s still a need to push the message of Change4Life:


statistics still show most people are not regularly active and diseases like obesity and diabetes are rising. With the London 2012 Olympics about to put sport into the forefront, we need campaigns like Change4Life to get behind.


” Read Health Club Management online healthclubmanagement.co.uk/digital 23


PICTURE: WWW.SPORTENGLAND.ORG


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