Advertising Overview - Microsoft



Advertising OverviewChange4Life Sugar Smart CampaignJanuary 2016Please note that the information in this document is strictly rmation about the Sugar Smart campaign should not be shared until 4 January 2016.BackgroundOn 4 January 2016, Change4Life is launching a new campaign to encourage families to cut back on sugar. This year the campaign will reveal the surprising amounts of sugar in everyday food and drinks and will encourage families to take control and protect their children from the dangers of having too much sugar by becoming ‘Sugar Smart'. It will also communicate the new government recommendations on the maximum amount of sugar we should be having each day. The campaign will promote the new Sugar Smart app, which is free and designed to show how much total sugar is in everyday food and drinks. The campaign will be supported by marketing activity and this document outlines the advertising approach. General note: YouTube links to the TV advertising will be available before 4 January 2016. Please use the embedded YouTube links as much as possible, rather than sharing the actual video files, to drive as many hits on the website and YouTube channel.?Embargoed until 4 January 2016The Change4Life advertising campaign will feature TV, digital, outdoor and social activity and will feature the Aardman animated Change4Life characters, depicting everyday scenarios familiar to parents, such as kids raiding the snack cupboard. The 30-second TV ad shows how excess sugar can turn into fat inside the body. The TV, digital, outdoor and social media activity will also reveal the surprisingly high amounts of sugar in everyday food and drinks, using sugar cubes as an illustration. ?The outdoor advertising will also highlight the sugar in foods and drinks close to the point of purchase near supermarkets and convenience stores, and in-store advertising will encourage people to download the app.Materials to help you promote the Change4Life campaigns at a local level are now available from our Campaign Resource Centre. If you have any queries on any of the above, please contact partnerships@.uk-ends- ................
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