In the new government’s first indication of how they will be tacking the obesity crisis, Health Secretary Andrew Lansley has said that government funding of the Change4Life public health campaign is to be withdrawn.
He has said that he is hoping to see businesses take on responsibility for paying for the TV ads and marketing materials handed out in schools and public centres that have been directed at children, parents and at-risk groups. So far, the Labour government spend £50 million on the program.
Mr. Lansley has said that it would be in the interests of businesses to be associated with the Change4Life brand, adding that commercial food manufacturers did not want their products to be seen as ‘harmful’ but products that can be incorporated into a healthy diet.
The Health Secretary said that though the brand had achieved a lot, with nearly 9 out of 10 mothers recognising it, the time had come for a new approach.
There was also an indication that he wants to move from the ‘nanny state’ approach to obesity, promising to focus on changing behaviour rather than the ‘lecturing’ attitude that he said characterized Labour’s approach.
While clearly there will be cutbacks left, right and centre and Change4Life was a fairly obvious target, the prospect of businesses funding the campaign is a little bit disturbing. If it is sponsored by brands with unimpeachable healthy living credentials, such as sports companies, then it could work well – but it could also descend into a hypocritical farce, which junk food makers pushing both the foods that are causing obesity and the message that diet is the key to avoiding the same problem!