Ad and TV Companies Join Government Anti-Obesity Drive

A consortium of Britain’s leading food and beverage, retail, media, advertising, fitness and healthcare companies have joined the Government to form a partnership to fight obesity.

The industry consortium, spearheaded by the Advertising Association (AA) and working in partnership across Government, will aim to encourage healthy diets and physical activity in the run up to the London 2012 Olympics.

The AA said that 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.

Initial supporters include AMV BBDO, AOL UK, BSkyB, Cadbury, CBI, Channel 4, Discovery Networks UK, Five, ITV, OMD, Outdoor Advertising Association, Profero, RadioCentre, Viacom and Virgin Media Television.

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.”

Advertising Association: 020 7828 2771 www.adassoc.org.uk