Change4Life, the health and wellbeing initiative is launching its first campaign aimed solely at children, marketing news reports.

With recent research showing that children’s interest in the campaign has fallen by 80 per cent, Change4Life has announced its “Really Big Summer Adventure” campaign, which will run throughout the six weeks of the school’s summer holidays.

The scheme revolves around an activity pack that children are encouraged to complete that is designed to make their diets and activities more healthy. It includes recipes for healthy smoothies and snacks, as well as energetic games to play like stuck in the mud or sack races.

The booklets will be delivered to schools in time for distribution before the summer holidays commence.

Department of Health director-general of communications, Sian Jarvis told Marketing Week of the ongoing campaign Change4Life is committed to: “We are working hard to make sure we have evidence and evaluation.”

“Demonstrating the campaign is working is an essential part of health and illness prevention.”

Change4Life is not the only brand encouraging healthy eating, fast food chain Pizza Hut has unveiled its newest promotional drive, offering unlimited free salad to anyone who orders a main meal or children’s meal.

According to the chain, it sells over 48,000 tonnes of salad every year, a figure it anticipated will double with the free offer.

Pizza Hut chief executive Jens Hofma told Marketing Magazine of their most recent health-drive. “Our free unlimited salad offer is a win for everyone,” he said, “not only are we giving our millions of customers the value they want, but we’re also encouraging both adults and children to enjoy a balanced diet.”

Related posts:

1. Tories to cut public health ads
2. Government healthy living initiative to target men
3. Carphone Warehouse trialling unlimited broadband tariffs
4. Government marketing cuts hit Change4Life campaign
5. McDonalds urged to stop directly marketing to children