Food & Health Alliance

Take Life On was launched back on 1 June 2008. It initially consisted of a 4 months of media activity including TV, radio and billboard adverts and a dedicated website. The message focused on making small changes in our everyday lives will help reduce the risk of serious illnesses and leave us feeling good about ourselves. It provided tips about what to choose when eating out, how to fit in a recommended 30 minutes brisk walking five times a week, and having two alcohol-free days per week. It was aimed at all adults, particularly in the more disadvantaged social groups who are most vulnerable to the chronic diseases associated with an unhealthy diet, alcohol consumption and inactivity.

The next phase was launched on 13 July 2009 with television and billboard advertising, which lasted for four weeks . The target audience was parents and carers of children aged 7-11 years in lower socio-economic groups (C1C2DE) and areas of multiple deprivation. The message to the audience was that the good habits you encourage your children to pick up about food and physical activity now will last their whole lives and help them to become healthier adults. And, of course, enjoying these healthy habits together is good for your collective wellbeing.