Funding for Change4Life campaign to be cut

The previous government pumped £75m into the campaign when it launched at the start of 2009. The campaign provided funding for free play opportunities for children as well as marketing healthier lifestyles to children and families through TV advertising and web-based support and advice.

But speaking at the Faculty of Public Health conference today, health secretary Andrew Lansley announced that the government will be "progressively scaling back" funding for the campaign. He added that he hopes businesses will fill the financial gap.

"We have to make Change4life less of a government campaign and more a social movement," said Lansley. "Less paid for by government, more backed by business. Less about costly advertising, more about supporting family and individual responses."

Lansley claimed that he had been impressed with what the campaign had achieved to date, but felt it was now time for businesses to provide more financial backing.

He said the government had "pump-primed" the campaign brand, but will now be withdrawing funding and shifting its focus on extending the campaign’s reach and effectiveness, particularly through social media channels.