The Leeds-based integrated marketing agency will be behind the week-long event which begins on 13th January 2014 and incorporates a ‘National New Year’s resolution’ initiative calling on the public to make commitments of healthy changes to their lives in 2014.
The promotional campaign, which will use the strapline ‘Let’s turn obesity around’, will be delivered on behalf of the National Obesity Forum – and in partnership with London political communications and public relations agency the Whitehouse Consultancy – with the ultimate aim of raising awareness of the impact of obesity in UK and promoting manageable ways the public can improve its health.
Professor David Haslam, Chairman of the National Obesity Forum said:
“Obesity is one of the great public health issues of our time. We believe that the initiatives we and our supporters will be taking forward will help in promoting the manageable ways individuals and families can prevent or address obesity.”
Supporters and sponsors of the campaign include Disney, Cambridge Weight Plan, Heart Research UK, National Obesity Forum, Focus on Food, The Whitehouse Consultancy, HENRY (Health Exercise Nutrition for the Really Young), Fox Communications and parenting author Annabel Karmel.
As well as full branding, Fox will create campaign communications including website, sponsorship materials and social media management. The initial stage of the website is now live at www.noaw2014.org.uk . Visitors will soon be able to search the site for events that will be happening in their area in National Obesity Awareness Week.
The campaign also includes a healthy living competition supported by Disney, for which children and young people will be encouraged to submit entries or either healthy recipes or pictures of what they think a healthy meal should look like.
A winner in each age group will receive funding for the development of an outdoor area for their school or early years setting. Two runners up in each age group will receive funding for sports equipment for their school or early years setting.