Lewisham Council has joined two outdoor advertising companies in a bid to tackle childhood obesity.
Almost one in three children finishing primary school in Lewisham are classified as obese and children living in deprived areas are more likely to suffer from obesity.
The council has partnered with JCDecaux UK and Outsmart as part of the Childhood Obesity Trailblazer Programme (COTP), which aims to develop local solutions for the problem.
Space will be provided by JCDecaux UK on digital screens and on billboards across the borough to raise awareness of local health campaigns.
The first outdoor advertising billboards promoting the Sugar Smart Lewisham campaign, which supports local businesses and organisations to offer healther food and drink options, have already appeared around the borough.
Deputy mayor Councillor Chris Best said: “We know that advertising is a very powerful influence on what we all eat and especially children.
“Lewisham was also the first London borough to sign up to the Sugar Smart campaign.
“This campaign has seen many local businesses, restaurants, and schools sign up to offer low-sugar, healthier alternatives.
“Childhood obesity is at the top of our agenda in Lewisham, we will all be keeping a close eye on the results.”
Andrew Jordan, Partnership Director at JCDecaux UK, said: “JCDecaux UK is delighted to continue to support this important initiative, using our digital Out-of-Home network to promote community messaging and healthy eating in Lewisham.”
Tim Lumb, Director of Outsmart, said: “Out of Home advertising is the perfect medium to drive awareness of fantastic initiatives like Sugar Smart Lewisham, both to businesses and the general public alike and will help to reduce obesity rates.”
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