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Change 4 Life campaign endorsing Wii Fit Plus
The Change 4 Life ad campaign gathered early attention with the shocking connection between sedentary activities like games and "AN EARLY DEATH." Then it softened the message a bit with the more positive suggestion that "active" video games would be a healthy move. Now, the initiative is getting its exercise with vigorous backpedaling, as it will actually endorse a video game, giving permission to use its logo in advertising. Of course, that game is Wii Fit Plus."We are thrilled that active videogames are finally being recognised by the Government for contributing to a healthy, balanced lifestyle," ELSPA's Mike Rawlinson said. Rawlinson revealed that ELSPA has been working with the UK government since the first Change 4 Life ad to get some fairer recognition for games, and apparently the Change 4 Life folks finally got tired of hearing about it came to their senses.
Change4Life encourages video games in new ad
Change4Life, the British ad campaign designed to encourage kids to be active, is releasing a new television ad that approaches the topic of games. While the previous release from the campaign drew a visual parallel between video games and "AN EARLY DEATH," the new ad, created by Wallace and Gromit's Aardman Animation and debuting tonight, actually suggests playing "active" video games, as part of a daily "60 active minutes." The organization finally seems to have realized that there are video games out there that promote movement! The more thoughtful, less melodramatic message is probably a response to the companies who became quite upset with being portrayed in such a terrible way last time. For an idea of what tonight's ad will look like, check out Change4Life's previous (totally cute!) commercials on the Department of Health's YouTube channel.
ASA won't do anything about Change4Life ad
The Advertising Standards Authority, within Her Majesty's domain in the UK, has rejected complaints that the government's Change4Life campaign is misleading or offensive. GI.biz reports that while the ASA did understand the complaints of trade group Tiga and several publishers, it found that the ad didn't "claim that playing computer or console games alone would lead to illness or premature death.""The Council" at the ASA found that most readers would understand that the ad was simply discouraging a sedentary lifestyle -- yes, but then why not put something else in the boy's hands ... like a book? Of course, if a book was put in the boy's hands to illustrate the point, it might upset the "only" time the ASA can act, which is when something "offends against widely accepted moral, social or cultural standards." Simply stated: games aren't a cultural standard, yet.
Who knew: Publishers don't like being called child killers [update]
Update: Sony is considering action against the ad agency for the unauthorized use of what looks like a PlayStation controller. In addition, Codemasters and Konami have both expressed their disagreement. Konami mentioned its Dance Dance Revolution series, which requires standing and moving, and Codemasters' CEO Rod Cousens said, "Governments have a unique ability to get it wrong."Game publishers have begun speaking out against the "Change4Life" ad campaign, which draws a direct link between video games and early death. For whatever reason, Sega and Atari do not wish for their multimillion-dollar businesses to be associated with the death of children.Sega Europe president and COO Mike Hayes told MCV that the company is "very disappointed" with the ad. "It remains a deep frustration that video gaming is selected to present a negative image of the UK's children, youth, consumer at large and the industry." He said that a "poorly informed advertising agency" must be responsible for an ad that singles out gaming instead of more passive media like television, music, and reading. Atari has also spoken out against the ad, announcing its support for MCV's complaint, and saying that "At best, the campaign is misleading and at worst, damaging to the industry, its reputation and its potential." In addition, the developer organization TIGA also registered its displeasure with the ad, filing a formal complaint with the Advertising Standards Authority.The Department of Health issued a statement in defense of "Change4Life," saying that it is "not saying that children shouldn't play computer games or eat treats, but parents and children need to be aware of the benefits of a balanced diet and an active lifestyle."Source -- SegaSource -- AtariSource -- TIGASource -- UK government responds
UK 'Change4Life' ad campaign attacks gamers
MCV reported this morning that an ad campaign titled "Change4Life," currently running in the United Kingdom, is targeting the region's gaming populace with some fairly suggestive remarks. Drawing a correlation between childhood game playing and "an early death," the British Heart Foundation, Diabetes UK and Cancer Research seem to have made an enemy in MCV, attracting an official complaint filed with the Advertising Standards Authority. MCV's Tim Ingham puts his site's opinion into perspective in a response post to the ad campaign, saying, "Change4Life's advertising campaign makes a mockery of everything the industry has achieved in the last decade. And it's bang out of order." We're inclined to agree with him based on what we've seen so far. For shame!
