The government is launching a new initiative aimed at reducing the number of people in the UK in need of obesity treatment.
Saturday January 3rd 2009 will see the start of an advertising campaign, including cartoon TV ads depicting scenes from the past when people tended to take more exercise.
Tesco, Asda and the Co-operative Group are taking part in the campaign, alongside a number of well-known food brands including Cadbury, Nestle and Mars.
The government hopes that the move will "kick-start a lifestyle revolution for every family".
Health charities such as the Alzheimer's Society have welcomed the initiative as obesity is known to contribute to several life-shortening diseases.
Neil Hunt, chief executive of the Alzheimer's Society, revealed: "Obesity doubles risk of dementia and even modest increases in weight can increase risk of dementia by up to 30 per cent.
"We hope…the Change4Life campaign will help reduce the rising numbers of people living with this devastating condition in future."