Change for the Better?
25 July 2010 | By Cause4 staff
The Health Secretary, Andrew Lansley, has recently axed the £75m budget provided by the government for the marketing of the Change4Life campaign, launched last year to tackle obesity by encouraging health through sport. In doing this, he has encouraged the corporate sector to take a lead in bridging the gap.
“We’ll have to make Change4Life less a government campaign, more a social movement. Less paid for by the government, more backed by business. Less about costly advertising, more about supporting family and individual responses,” Lansley said.
Interpreting political comment is never entirely straightforward. However, if in talking about “supporting family and individual responses”, The Health Secretary really means that that we should be prioritising spending on ensuring more accessible opportunities to more people to take part in healthy activities - and that we should do this at the expense of paying exorbitant costs to the marketing people - Cause4 is in whole-hearted agreement. How much was it that was spent on the design of the London 2012 logo?