In 2009, the English government launched a new childhood obesity awareness campaign, Change4Life. Partnering with Lateral Group, experts in database handling and multi-channel marketing, they developed a campaign built around precise customization and ongoing communication. Sign-ups for the program were 200 percent over target, 80 percent of respondents showed long-time commitment and 325,000 at-risk children were helped. The success of the campaign led to numerous awards and increased business for Lateral Group.
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