Business 4 Life
The Play Providers Association (PPA) is delighted to announce that it has become a member of Business4Life, a coalition of companies’ actively using marketing and communications skills as a force for good to help deliver Department of Health Change4Life and other Government messaging in order to encourage healthier lifestyles.
As part of b4L, companies will collectively demonstrate the role they play in encouraging consumers to adopt healthier lifestyles, Through positive, uplifting, engaging and realistic messages, thereby helping to tackle obesity. By using their unique brand and marketing expertise, b4L companies will ensure that the 4Life messages reach key audiences, through innovative and effective channels, that the DH would not otherwise be able to reach.
Baroness Peta Buscombe, Chief Executive of the Advertising Association, the organisation spearheading the group said: “Business4Life is delighted to be recognised by Government as a key partner in the Change4Life movement. Businesses must be part of the solution to tackling obesity in the UK. “
Companies have joined force to promote healthy initiatives and physical activity. For the first time, retailers, media, advertisers and food & drink, fitness and healthcare companies partner with Government in the fight against obesity. The industry contribution will be worth in excess of £200 million over the four years and will be in addition to the Government’s own £75 million, three year advertising and marketing campaign. Initial supporters include AOL UK, Britvic, BSkyB, Cadbury, Channel 4, Coca-Cola, ITV, Kellogg’s, Kraft, Mars, Nestlé, PepsiCo, Tesco, and Virgin Media Television.
"We are DELIGHTED to support the messages of Change4Life and Business4Life as they perfectly MIRROR THE PPA's OWN VALUES"
The Play Providers Association’s involvement in the group came about when representatives from the PPA Executive committee met with Jane Holdsworth, Marketing Director – b4L, to try and gain support from B4L members for the PPA’s own take on the Change4Life movement, a campaign entitled ActivePlay4Life. Speaking about the benefits of joining the group, PPA Chairperson Janice Dunphy commented “This link for the PPA is beneficial to all parties concerned. The PPA gains a stronger link with the department of Health and some of the leading UK brands in terms of supporting our industry in the long term. The PR that being part
of this high profile group is vital as we seek recognition for the important role that indoor play can take in increasing physical activity in children and we are excited about the involvement in our own ActivePlay4Life next year.
“We are the perfect route to market for these major brands that form the membership of Business4Life, and are looking for innovative ways to educate the families market about their products."