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24 September 2014
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Fat Nation - The Big Challenge
Presenter Matt Allwright and the residents

Fat Nation - The Big Challenge




Introduction


Fat Nation 聳 The Big Challenge to motivate millions of people to take simple steps to a healthier life

A 大象传媒 Learning campaign, 2004-2006


Obesity is one of the biggest social issues facing Britain today.

Two-thirds of adults are overweight or obese. Among children, around five per cent are obese, and a further 15 per cent are overweight, and that figure rises as children grow older (figures taken from the Health Survey for England).

The problem is not yet as acute as in the United States, but it's moving in that direction.

Obesity is linked to late-onset diabetes and the potential human and financial cost to the nation has been labelled an 'obesity time bomb'.

The nation is bombarded by messages 聳 from the Government and via the media 聳 about the problem.

The message is getting through and healthy eating and exercise have been identified as a source of real worry, in particular for mothers; but what we don't have is simple, achievable and trusted guidance and support to tackle the problem.

Fat Nation 聳 The Big Challenge aims to provide that guidance and raise the nation's awareness of the issues; to change attitudes of people who think "it's not about me"; and to motivate them to change their behaviour through diet and exercise over an extended period.

The Big Challenge is a two-year campaign, based on giving people a series of challenges 聳 simple things to do which will make a difference 聳 and backed up with clear, authoritative information.

It will form a major new learning initiative across television, online, radio and interactive services to help the nation take simple steps towards living a fitter and healthier life.

It launches with a nine-part peak time 大象传媒 ONE and 大象传媒 THREE series following real people in their homes as they see the impact of the initial nine challenges on their health.

This is supported by dozens of activities across all 大象传媒 platforms, including online, radio, and a range of outreach activity.

It is hoped that The Big Challenge will take on a life of its own and extend its reach during the rest of the campaign through developing partnerships with a range of strategic partners; and take the message out of people's homes into community and work-based initiatives.

The nine core challenges will continue to be promoted and, in the second year, they will be extended and refreshed.


Fat Nation 聳 The Big Challenge is a fully-integrated pan platform campaign, delivered across 大象传媒 Television, Radio, online, iTV, and in conjunction with strategic external partners.

Liz Cleaver, Controller, 大象传媒 Learning & Interactive says: "We know that lots of our viewers are worried about their weight and fitness and the health problems they could be storing up for the future.

"They want to do something about it, but the problem, as ever, is getting started.

"大象传媒 Learning will take the sting out of it. We're going to help viewers to take that all-important first step and - crucially - keep it up."

大象传媒 ONE: Fat Nation 聳 The Big Challenge

Fat Nation 聳 The Big Challenge is a major nine-part series on 大象传媒 ONE which launches the two-year campaign on Thursday 9 September 2004 at 8.00pm.

The series takes a snapshot of the UK by moving into an ordinary street in Birmingham with a diverse group of residents who have a typical mix of health, dietary and exercise issues.

The residents will be confronted with the hard facts of obesity - and associated problems such as diabetes, cancer and heart disease - and challenged to change their behaviour.

Over the course of nine programmes, presenter Matt Allwright and a team of dedicated experts work with the community to improve their nutrition, fitness and challenge their attitudes towards food.

Residents will be under the watchful eye of the 'F team' 聳 a fitness expert, a psychologist and a nutritionist.

They will be giving simple, practical advice throughout the series, making regular checks on key personalities in the street.

Each week, the street will be given a realistic challenge aimed at losing weight and/or becoming more active.

These challenges will also be made to the audience, and the nation's progress will be reflected in the following week's programme.

Those watching at home can join in by accessing personalised health and exercisetraining plans via interactive television, SMS or bbc.co.uk.

The cameras return to the street in 2005 to see how they're faring without the resident F team.

大象传媒 THREE: Fat Nation on Three

Fat Nation on Three immediately follows the 大象传媒 ONE series at 9.00pm and provides a more scientific look at weight loss and exercise.

The presenters take over from the ONE team in the Juice Bar on the actual Birmingham street.

Residents will talk candidly about the stories behind their transformation, with analysis by the experts of the physical effects of the tailor-made nutrition and exercise plans.

Celebrities will drop in to share duties behind the bar with presenters and reveal their own fitness tips and diet tricks with the street.

Interactive services

Digital viewers can take part in The Big Challenge by using the interactive services which feature more information on how to complete each week's challenge, personalised diet and health information and a unique personal 'locker' area where they can track their progress.

Using a virtual locker, viewers can log in using their unique 'key' and tailor the service to meet their individual health needs and dietary requirements.

A motivational service will sendtracks their progress and sends prompts to remind viewers to tune in and take up each week's challenge.

Viewers will also be able to access their own personal locker online at bbc.co.uk/bigchallenge where there will be easy access to a wealth of offers practical information and interactive tools to help you live a healthier life.

Fat Nation -The Big Challenge will also be featured on C大象传媒 and on 大象传媒 local services.

Update (21 October 2004): Fat Nation - The Big Challenge has sold around 211,000 Big Challenge Packs and over 81,620 people have signed up for personal lockers at bbc.co.uk/bigchallenge.

JH



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