Change4Life is a public health programme in England which began in January 2009, run by Public Health England. It is the country's first national social marketing campaign to tackle the causes of obesity. Change4Life aims to help families make small, sustainable yet significant improvements to their diet and activity levels. It uses the slogan "more kids, less food, eat less, move more, live longer". Change4Life encourages families to adopt seven healthy behaviours: 5 A Day – suggestions for ways to eat the recommended 5 portions of fruit and veg each day 400, 600, 600 - advice on watching calorie intake at breakfast (400 calories), lunch, and dinner (600 calories each) Watch the salt – advice on reducing the amount of salt eaten each day, ideally keeping it to below 6g for adults Cut back fat – information about the (mainly saturated) fat found in foods and ways to reduce this Sugar swaps – information about sugar found in foods and suggestions for healthier alternatives 100 Calorie Snacks, 2 A Day Max Get going every day – the importance of leading an active lifestyle and ways for adults and children to do this cheaply and easily Marketing approach Change4Life adopts an integrated marketing approach and uses a variety of marketing channels including television and radio, digital, social media, PR and direct marketing. It uses animated television advertising by Aardman Animations, as part of a wider campaign. M&C Saatchi lead on the creative aspects of the campaign with additional input from a range of other agencies providing PR, digital, planning and data services. Advertising On Channel 4, Change4Life was a previous sponsor of The Simpsons.The sponsor of Change4Life with Simpsons happened from Monday, 5 October to Christmas Day 2009. Change4Life also made a TV advert in 2019 Local supporters In addition to consumer marketing, Change4Life engages with intermediaries at a local level, including schools, NHS organisations, local authorities and others. These local supporters are able to interact with the campaign audience in different ways and in different contexts to Change4Life's central approach. Free resources including posters and leaflets are available to local supporters to enable them to do this effectively. . Change4Life Sports Clubs Change4Life Sports Clubs were designed by Change4Life in 2011 to increase physical activity levels in less active children in primary and secondary schools by: Using multi-sport themes (primary) or alternative school sports (secondary) Using the inspiration of the