COI - Dept of Health - Obesity ; Change4Life: Change4Life

This case is about forward accountability. Today a quarter of adults are obese and by 2050 90% will be overweight or obese. The Change4Life movement aims to reverse this trend, starting by preventing children today becoming obese tomorrow. Open source marketing has delivered extraordinary engagement, inspiring a myriad of national and local partner initiatives, including local authorities, primary care trusts, schools, and Government. This has enabled Change4Life to exceed every performance target set for it, create a return of 2.9:1 in partner marketing support and deliver behaviour change. Healthcare savings are projected to run in excess of £6.3bn, plus substantial quality of life improvements.