Change4Life

An English public health campaign against childhood and family obesity, launched in January 2009 as England's first national social marketing campaign on the issue and run by Public Health England before its messaging was folded into the government's wider Better Health brand in 2021. Built around the slogan eat well, move more, live longer, the campaign promoted seven specific behaviors: eating five portions of fruit and vegetables a day, keeping to calorie guidelines of about 400 for breakfast and 600 each for lunch and dinner, cutting salt intake below 6 grams a day for adults, reducing saturated fat, substituting sugary foods and drinks, limiting snacks to 100 calories and no more than two a day, and getting daily physical activity. An economic evaluation credited the campaign with returning 2.98 pounds in benefit for every pound spent on it.