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Department of Health West Midlands – Change 4 Life Obesity Campaign

change for lifeCampaign: We designed a campaign to inform, influence and inspire parents and children across the West Midlands to get active and adopt better eating habits - ensuring that the eight core Change 4 Life messages were prominent. We developed 12 strands of PR activity

including the Flab to Fab partnership with BBC WM, Convenience Stores Health Eating Launch and Dance 4 Life.

Results: We achieved almost 100 pieces of coverage in the West Midlands alone, including more than 12 hours of radio coverage for Flab to Fab. The campaign reached 10.1 million people in the West Midlands and sales of fruit and vegetables in local convenience stores taking part in the pilot rose by between 50% and 200%. Over a six month period, 65% of the region’s ‘at risk’ families made a lifestyle change against a national average of 57%. This campaign was runner up in the Public Sector category at the CIPR PRide Awards.


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