The adverts show how, whereas man once had to hunt for survival, modern life's combination of fast food, TV and computer games has resulted in dangerous levels of fat in children's bodies.
Beyond the ads, Change4Life encourages families to access health clubs and leisure centres, walking campaigns and cycling groups. Supermarkets are running healthy food promotions and recipes. The overriding message to families and children is to: "eat better, move more, live longer."
The campaign runs in the media throughout the first quarter of the year. It is a positive move to combat childhood obesity, which if allowed to continue at current levels, threatens to financially cripple the health service.
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