The DH plans a launch in June 2006, with the first phase focusing on the two to 10 age group and their families. The campaign will be positive and encourage a healthy balance between physical activity and consumption.
It will take a systematic and sustained approach, using a variety of marketing techniques similar to the government’s anti-smoking adverts, which are linked to local stop smoking services.
A dedicated team, led by Chris Holmes, plans to engage industry in order to generate consumer insight and understand how to progressively change people’s behaviours.
At The Grocer’s Health White Paper seminar, public health minister Caroline Flint said: “For some people, information is enough but for others this approach isn’t working.”