DoH changes anti-obesity campaign after bullying complaints

Adverts for 'Change4Life' will now clarify that obesity leads to type-2 diabetes, following complaints that the campaign had led to bullying of children with type-1 diabetes.

Photograph: Change4life logo
Photograph: Change4life logo

The matter had been raised by Diabetes UK and the Juvenile Diabetes Research Foundation (JDRF).

Karen Addington, chief executive of the JDRF said the failure to distinguish type 1 from type 2 has caused ‘great distress’ to families living with type-1 diabetes, especially children. ‘Since the start of the campaign, we have heard from many parents of children with type-1 diabetes whose children have been very upset by the advertising and who have been singled out, and even bullied, at school.’

A DoH spokeswoman said: ‘Following discussions with Diabetes UK, we have decided to modify the Change4Life advertising materials to make clear that obesity leads to type-2 diabetes.’

The change would not incur any additional cost, she added. The voiceover for the adverts was already due to be re-recorded to promote the availability of the information pack, she said.

tom.moberly@haymarket.com

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