Our Collaborative Model
We believe that the power of advertising should be harnessed to promote healthy lifestyle choices for kids as the centrepiece of our Collaborative Model, with business and public authorities working together, rather than pitted against each other, to tackle the problem.
Healthy Living Advertising Space
Our contribution would be to donate unsold space to marketing campaigns that promote healthy lifestyles, nutritional advice or increased physical activity.
The value of this space would be worth up to £15m a year.
Amsterdam’s example has shown that this is a proven technique to reduce childhood obesity – it is also popular with voters and does not cost the public purse anything.
Other Measures
In addition to voluntarily donating significant advertising space to partner authorities, we would be happy to discuss a wider package of other measures with relevant authorities, including: