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
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A 大象传媒 Learning campaign,
2004-2006
Obesity is one of the biggest social issues facing Britain today.
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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).
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The problem is not yet as acute as in the United States,
but it's moving in that direction.
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Obesity is linked to late-onset diabetes and the potential
human and financial cost to the nation has been labelled an 'obesity
time bomb'.
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The nation is bombarded by messages 聳 from the
Government and via the media 聳 about the problem.
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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.
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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.
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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.
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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.
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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.
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This is supported by dozens of activities across all
大象传媒 platforms, including online, radio, and a range of outreach activity.
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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.
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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.
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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.
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"They want to do something about it, but the problem,
as ever, is getting started.
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"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."
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大象传媒 ONE: Fat Nation 聳
The Big Challenge
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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.
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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.
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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.
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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.
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Residents will be under the watchful eye of the 'F team'
聳 a fitness expert, a psychologist and a nutritionist.
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They will be giving simple, practical advice throughout
the series, making regular checks on key personalities in the street.
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Each week, the street will be given a realistic challenge
aimed at losing weight and/or becoming more active.
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These challenges will also be made to the audience,
and the nation's progress will be reflected in the following week's
programme.
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Those watching at home can join in by accessing personalised
health and exercisetraining plans via interactive television, SMS or
bbc.co.uk.
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The cameras return to the street in 2005 to see how
they're faring without the resident F team.
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大象传媒 THREE: Fat Nation on Three
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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.
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The presenters take over from the ONE team in the Juice
Bar on the actual Birmingham street.
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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.
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Celebrities will drop in to share duties behind the
bar with presenters and reveal their own fitness tips and diet tricks
with the street.
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Interactive services
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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.
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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.
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A motivational service will sendtracks their progress
and sends prompts to remind viewers to tune in and take up each week's
challenge.
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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.
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Fat Nation -The Big Challenge will also be featured
on C大象传媒 and on 大象传媒 local services.
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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.
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JH
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