Sports expert defends “chocolate for equipment” scheme
A controversial, UK government endorsed campaign to tackle obesity by encouraging children to exchange chocolate bar wrappers for sports equipment is “showing positive results,” a former government adviser has claimed.
Dr Sue Campbell, now chief executive of the Youth Sports Trust, said research suggested that the Cadbury Get Active campaign was not making children eat more chocolate.
Giving evidence at the health committee inquiry last week, Dr Campbell said, “Early signs from an independent evaluation indicate that people don't eat more chocolate, they just change brands.”
Mounting a vigorous defence of the scheme promoted by the Youth Sports Trust and endorsed by sports minister Richard Caborn, she told MPs, "You cannot underestimate the power of these brands. Some are trusted in the home in a way that our public health message is not.
“A company like Cadbury is capable of delivering 12 million messages into the market place and engaging