Tag Archives: change4life

The UK video games industry has already leapt into action following news that the responsibility for to Government’s Change4Life campaign is to be handed over to the private companies that until now part-funded it. A large drive to cut Government spending costs has seen all state funding of the ad …

Over a year on from the introduction of the controversial Change4Life campaign that infuriated the UK games industry by linking the playing of video games with premature death, the Government has confirmed that it is to withdraw all further funding for the project. Instead, Parliament intends to hand over funding …

Nintendo UK is ramping up its support for the Government’s Change4Life campaign with a new month-long advertising initiative. The platform holder’s new through-the-line TV and experiential marketing campaign kicks off this week, and will showcase Wii Fit Plus as a way for adults of all ages to maintain a healthier …

ELSPA has welcomed the decision by the Department of Health to endorse Nintendo’s Wii Fit Plus – making the first game to be allowed to use the NHS’s Change4Life logo in future advertising. As first reported by MCV, the Change4Life endorsement will be used across Nintendo’s promotion for Wii Fit …

ELSPA has expressed its joy over the Government’s new Change4Life TV ad, which praises the role of active games as part of a healthy lifestyle. Change4Life’s previous print ad drew fire from games industry companies such as EA, Sega, Codemasters and Atari. It depicted a young boy playing a console …

UPDATE: The following story has already drawn national attention in The Guardian and other media. The Government’s Change4Life campaign will today begin explicitly promoting the benefits of video games – after becoming the pariah of the industry last month. MCV can reveal that new Change4Life TV ads which air tonight …

The Advertising Standards Authority will not uphold complaints against charity-backed ads which implied video games are a health risk, MCV understands. Last week, MCV broke the news that the Government’s Change4Life campaign had put together a print campaign backed by the British Heart Foundation, Diabetes UK and Cancer Research, which …

Last week, MCV submitted an official complaint to the Advertising Standards Authority over the Government’s latest Change4Life print ad . We have added further submissions as more evidence has come to light about what MCV believes to be an unfair and unwarranted attack on the UK video games industry. If …

It’s been on the lips of every publisher boss this week: How could that Change4Life ad have been avoided?” MCV may finally have the answer today, in the shape of Business4Life; a group of corporate entities which have pledged a 200 million in-kind contribution to support Change4Life through marketing, branding …

Diabetes UK – one of the parties behind the new Change4Life print ad – has told MCV that it has been left ‘surprised’ by the video games industry’s reaction to the promotion. Since MCV announced that it had filed an official complaint with the ASA regarding the Government’s Change4Life campaign, …