A healthy living campaign called the ‘Change4Life initiative’, targeted at Britain’s soaring obesity rates, is being launched by the Government. The ‘cartoon’ TV adverts for the campaign show scenes from a bygone era, when people took more exercise. These contrast with scenes of modern families eating pizza and children playing video games.

Adverts introducing the new obesity initiative will begin appearing in the next few days. According to the Department of Health, the idea is to “kick start a lifestyle revolution for every family” by promoting healthy eating and exercise.

Firms including Cadbury, Unilever, Coca-Cola, Kellogg’s, Kraft, Mars, Nestle and PepsiCola will be participating alongside supermarkets Asda, Tesco and the Co-operative Group.

People with weight problems will be able to call a dedicated helpline and speak to specially-trained advisors for advice on exercise, nutrition and support services. A website has also been set up to unite more than 45,000 groups and projects aimed at promoting healthy living.

The Government has stated that if this three-year campaign does not succeed, it may bring in tighter regulations governing food companies and retailers. Data suggests that 90% of today’s children will be overweight or obese by 2050 unless action is taken now, putting them at increased risk of heart disease, cancer and type 2 diabetes. Obesity related health issues will cost the UK £50 billion by 2050 if the weight gain trend continues.