The scheme will involve key retailers and be backed by TV and radioadverts from May. It will target young families from low-incomebackgrounds with children aged between two and 11.
The obesity campaign was first mooted over two years ago in the ChoosingHealth white paper. The Government revealed last year that it plans touse "social marketing" techniques to target individual groups (ChildrenNow, 19-25 October 2006).
The launch coincided with the release of a Medical Research CouncilHuman Nutrition Research Centre report that identifies where parentsneed help in reducing children's weight.
It found many parents don't understand obesity is damaging, thinkchanging to a healthy and active lifestyle is too difficult and bow topressure from children.
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