The Department of Health has launched a high-profile attack on obesity this week – using a twin-pronged sponsorship strategy to try and get its message across to the general public.
The most surprising element of the new campaign, part of its Change4Life strategy, is its decision to sponsor episodes of comedy series The Simpsons to get its message across. Working with Aardman Animations, the DoH will employ images of Homer, Bart and Marge swapping unhealthy snacks for more nutritious food such as fruit and veg. These images will form the basis of the show’s credits.
The campaign will run on Channel 4 until Christmas and is regarded by the DoH as a valuable way of getting its message across. Commenting, public health minister Gillian Merron said: “We are serious about tackling obesity and supporting people to improve their health, and always look for new and innovative ways of doing this. The Simpsons provide an engaging way to get the message to families about simple ways of improving their diet and activity for a healthier lifestyle.”
In the second element of its current marketing wave, the DoH has joined forces with Pepsi via the brand’s association with soccer stars Frank Lampard and Thierry Henry. In this element of the campaign, the two Pepsi stars appear in press, online and outdoor ads emphasising the role that parents can play in keeping their children healthy and active.
The campaign was created by Pepsi ad agency AMV BBDO.