Sections

Change4life

New Change4Life ad says active games are good

UK “stop being fat” initiative Change4Life’s released a new ad designed to get people up and moving, this time showing a dance-mat game as a positive thing to be doing. Watch it here. The original ad was blasted by the British games industry for showing a kid sat in a chair with a controller saying […]

4

Change4life headlines

  • Stereotypes still plague games industry, says SCEE

    Stereotypes still plague the gaming industry, and SCEE has said it feels that the new Change4Life ads help feed such negative reactions to gamers as a whole. Speaking with MCV, UK managing director Ray Maguire explained his initial reaction to these adverts. “I must admit that when I first saw the Change4Life ‘PlayStation’ ad I […]

    3
  • ASA dismisses Change4Life ad complaints

    The UK Advertising Standards Authority has dismissed complaints made against a government ad campaign which promotes exercise by showing a child holding a gaming controller. But Tiga and MCV lodged complaints against the Change4Life image, which they claimed suggested the government was linking early death to playing videogames. “Whilst the ASA Council understood the concerns […]

    7
  • Sony may sue over Change4Life ad

    According to this MCV piece, Sony is considering suing over the use of a PlayStation controller in the “early death” Change4Life ad. From the piece: A source close to Sony revealed to MCV that the agency behind the ad, The Gate, had not contacted the platform holder to ask about using a controller that bears […]

    11
  • Change4Life ad has some up in arms

    The UK Government’s Change4Life campaign has joined forces with the British Heart Foundation, Diabetes UK and Cancer Research, and is placing ads with TV and print media linking games with premature death. The campaign’s newest ad has appeared in woman’s magazines Heat, Reveal and Star, and depicts a young gamer risking death by “doing nothing”. […]

    2