Channel 4, ITV and Sky have partnered up in a £10million health and wellbeing TV campaign to encourage healthy eating and exercise for children.
The three-year partnership aims to tackle obesity in young people by reaching 90% of UK children through the TV.
The health and wellbeing initiative hopes to change long-term behaviour towards eating and exercise across all communities.
‘Eat Them to Defeat Them’, an advertising campaign partnership between Veg Power and ITV, aims to increase vegetable consumption among children, of whom 80% do not eat enough.
With less than a quarter of children meeting the guidelines of 60 minutes of activity a day, ‘The Daily Mile’ campaign hopes to encourage children to run, walk, jog or move for 15 minutes every day.
The advertising campaigns were previously running solely on ITV, but the expansion to Channel 4, Sky and Channel 5 will enable the message to reach 10 million children.
Speaking on the motivation behind the campaign, ITV’s CEO Carolyn McCall said: “We know that TV has the power to shape culture and change behaviour and nowhere is that more clear or important than with the success and impact of both The Daily Mile and Eat Them to Defeat Them.
“We’ve been working more widely with Channel 4 and Sky to highlight what TV advertising does to accelerate brands’ growth, and combining the power of our platforms and programmes enables us to make a significant difference to children’s health.”
The new ‘Eat Them To Defeat Them’ campaign will be on screens in February 2020.
