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Change4Life - 60 Active Minutes campaign

Client: Department of Health

Agency: M&C Saatchi

The colourful Morph-like creatures from the Government’s colossal anti-obesity campaign Change4Life are back – and this time they’re playing video games that require physical activity.

It marks a rapid u-turn for the Department of Health which just weeks ago angered the games industry with a press campaign that implied that playing video games could lead to an early death.

The TV spot to promote physical exercise is the latest stage of the government’s £75m anti-obesity ad strategy, and aims to underline that not enough children do the recommended 60 minutes of activity a day. A survey conducted by the Department of Health found that 72% of children are not getting enough exercise out of school.

The ad also suggests that kids could walk to school or play in the park in order to reach the recommended total.

The spot was developed by Aardman Animations, the company behind Wallace & Gromit and Morph, as part of an M&C Saatchi-created campaign.

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