b4L in action

The fitness industry led by the Fitness Industry Association has united to donate £3 million worth of fitness, with the aim to get the nation more active. Moreactive4life will provide 40,000 hours of access to trained exercise professionals and local clubs/leisure centres across England from the end of June.

ITV has produced and aired three primetime Saturday night shows called 'The Feelgood Factor' to help families live more healthily. These healthy lifestyle messages will also be promoted through regional news programmes and online.

Kellogg's expanded its highly successful non-branded Breakfast Clubs programme under the Breakfast4Life umbrella. This project includes an investment of £100,000 a year for the next three years. Alongside this, Kellogg's has co-brand its swimming activities with Swim4Life.

Nestlé is supporting Change4life by integrating the campaign and its messages within the company's Employee Wellness programme, to provide motivation and inspiration to help employees and their families to "eat well, move more, live longer". Change4life activity and messages will be communicated via Nestlé UK's internal communications channels, and Employee Wellness materials focusing on improved diets and physical activity will be co-branded.  Change4life packs, materials and future questionnaires will also be made available to all employees through Nestlé staff canteens. Local Employee Wellness champions will be encouraged to promote Change4life local activity at its sites.

PepsiCo will support Play4Life by developing print advertising to promote the benefits of active play and use the wealth of sporting talent contracted to them. PepsiCo has a portfolio of household brands that are well-placed to support Change4Life. Through Quaker and Tropicana for example, they will extend their partnership with their current breakfast club partner, Magic Breakfast, under the Breakfast4Life umbrella.

For the whole of September and on selected days through the C4L campaign, the Play Providers Association will run Play4Life activities where indoor play centre members will offer 2 for 1 entry to their centres and will run a whole host of fun activities for the whole family to enjoy to reinforce the health benefits of children playing.

Sky is running a series of mass-participation summer cycling events, supported by British Cycling, to encourage Great Britain to get back on the bike. By inspiring people, through this and other initiatives, Sky is setting itself the target of getting one million more people cycling in the next five years.

Tesco is promoting the Change4Life message to its 20m weekly customers through its in-store magazine and website, as well as running targetted promotions through its Community Champions.

Nickelodeon, a Viacom company, is dedicating free airtime and branding opportunities to support the Change4Life movement. From July, two new brand spots are airing across the network that endorse the importance of healthy, balanced eating and an active lifestyle. Approximately 16 spots are expected to run on-air every day over the next 12 months, forecast to reach more than six million people within the first three months.

Unilever supported the Change4Life campaign through its Flora brand and its sponsorship of this year's London Marathon. The marathon route was branded with the Change4Life logo, and runners and visitors were given Change4Life handouts.