Article first published by Marketing on 31.03.2016
This month saw the launch of Public Health England’s One You campaign, a major new initiative that puts the spotlight on adult health, writes Jane Asscher, CEO and Founding Partner at 23red, and co-author of the Change4Life strategy.
It’s a campaign motivated in part by the need to reduce the £11bn we spend each year, via the NHS, treating avoidable illness and disease.
It’s six years since the Department of Health launched Change4Life, starting its long-standing crusade against childhood obesity.
Both brands have a clear aim – to enable and encourage people to make better choices about health. But the world today is very different.
It is almost compulsory today to talk about behavioural theory as part of a campaign strategy, and its teachings are evident in what we have seen to date of