Health written question – answered on 6th September 2010.

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Photo of Caroline Flint Caroline Flint Labour, Don Valley

To ask the Secretary of State for Health what recent assessment he has made of the effectiveness of his Department's Change4Life campaign.

Photo of Anne Milton Anne Milton The Parliamentary Under-Secretary of State for Health

Assessing the effectiveness of the Change4Life campaign is an ongoing process, which measures targets such as brand saliency, response to the family diet and activity survey "How are the Kids" , and sign up to the C4L programme as well as capturing attitudes towards eating and physical activity and self-reported improvements in behaviour in those areas. A range of methods are used such as tracking (reporting monthly), bespoke surveys, web statistics (monthly) and buzz monitoring (regular reporting) to measure awareness of both the campaign overall and specific activities taking place at a national and local level as part of Change4Life campaign activity.

The most recently published assessment of the effectiveness of the campaign is in the "Change4Life One Year On" report published in February, which has been placed in the Library.

The direct marketing component of the Change4Life campaign is also subject to an ongoing academic evaluation by Professor Jane Wardle and Dr Helen Croker from University College London, the results of which will be published next year.

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