Change4Life: Government Movement to Reduce Childhood Obesity
Change4Life, a public health program in England, effective since January of 2009 and organized by the Department of Health is the country's first national social marketing campaign to reduce obesity (NHS, 2009, pp. 13). More specifically aimed at families with children under twelve years old, the initiative seeks to reduce childhood obesity and foster healthy and happy children, who in turn grown into happy and healthy adults. In recent years, a rise in obesity numbers and a decrease in physical activity led the Change4Life campaign to challenge the behaviors of English families that lead to excess weight gain (Change4Life, 2009, pp.1). In hoping to eliminate obesity from the earliest stages of life, Change4Life works to not only adjust citizen's weight, but their overall health and well-being through education and easily-accessible information. In essence, this campaign aims to encourage people to lead overall healthier lives, using the slogan "eat well, move more, live longer," which is a message strong enough to have gained over a million individuals committing to the program since its inception over three years ago (NHS, 2012, pp.1).
Aims and Objectives
As mentioned previously, the Change4Life policy was aimed at parents and children to foster healthy living from childhood all the way into adulthood. Change4Life's aim is generally to inspire a "broad collection of people," including the NHS, local authorities, businesses, charities, schools, families, community leaders, and in fact, anyone working with families and individuals -- to play a part in improving the nation's health and well-being by encouraging everyone to eat well, move more and live longer (NHS, 2009, pp.1).
Being introduced in a manner that did not single out one particular group, but served to enhance the lives and well-being of the entire English population, Change4Life was not only introduced in a manner that targeted the entire population, but intended to achieve a bettering of this population from the get-go, regardless of any obstacles that stood in the way.
Policy Options
Proposed and carried out by the Department...
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