The industry consortium, spearheaded by the Advertising Association and working in partnership across Government, will aim to encourage healthy diets and physical activity in the run up to the London Games and make a significant and measurable contribution to fighting obesity in the UK.

 

Baroness Peta Buscombe, chief executive of the Advertising Association, said:  “Business is part of the solution to tackling obesity in the UK.

 

"By harnessing the immense talents in this country in advertising, marketing and media, we believe we can make a real difference, bringing about real change.

 

"Business is delighted to be working with government to improve diets and increase exercise.”

 

 Industry will integrate core campaign messages into branded communications and activities and use broadcast media to amplify the central campaign theme.

 

Plans for a series of high profile, industry co-ordinated public events to be held across the UK are also in development, with activity set to run over the next four years through to the London 2012 Olympics and designed to amplify the Government’s messages about the need to exercise regularly and eat a balanced diet.

Speaking at Magazines and Business Media 2008 Sebastian Coe, the chairman of London 2012, said that magazines and the media had a key role in encouraging children to participate in sport, through creating interest in the Olympics. 

 

He said: "We can help you with your personal odysseys to engage more young people. Historically it has reached young people around the world."

 

The industry contribution will be worth in excess of £200 million over the four years and will be in addition to the Government’s own £75 million, three year advertising and marketing campaign.