A better way
Despite just comprising a small part of the overall ad spend, we believe we have a role to play in tackling the issue and can be part of an effective, holistic solution.
Amsterdam
This has worked successfully in the Dutch city of Amsterdam where authorities introduced a whole system approach that included:
✓ investment in education campaigns
✓ dietary advice
✓ exercise and sporting activities for kids
The data showed a 12% reduction in childhood obesity rates between 2012-15.
UK
We are determined to achieve the same effect here in the UK.
We believe there is an appetite for such an approach. When asked, Londoners were split about the effectiveness of a blunt ad ban in reducing childhood obesity. Other interventions, however, were seen to be much more effective such as:
✓ opportunities for kids to engage in physical activity (77% effective to 14% ineffective);
✓ nutritional education in schools (68% to 22%);
✓ a healthy living campaign programme designed together by industry and Government (47% to 37%).
Learning from this, we have worked together as a sector to create an evidence-based Collaborative Model which has been at the core of notable successful anti-obesity campaigns around the world, such as in Amsterdam.
For more information on how you can get involved, get in touch with us here