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Lewisham Council has joined forces with outdoor advertising companies to tackle childhood obesity

Lewisham Council has joined forces with outdoor advertising companies JCDecaux UK and Outsmart, as part of the pioneering Childhood Obesity Trailblazer Programme (COTP) which aims to develop local solutions for tackling childhood obesity that can be shared across the country.

Under the partnership with JCDecaux UK and Outsmart, space will be provided by JCDecaux UK on digital screens and on billboards across the borough to raise awareness of local health campaigns. Over the next two years, the advertising estate will be used to display content created by local communities to promote COTP initiatives.

Left to right: Dr Catherine Mbema, Director of Public Health Lewisham Council; Cllr Chris Best, Deputy Mayor and Cabinet Member for Health and Adult Social Care; Andrew Jordan and Pierre Rogier from JC Decaux. All sat at a bus stop infront of a Lewisham Sugar Smart bus stop advert.The first outdoor advertising billboards promoting the Sugar Smart Lewisham campaign have already appeared in selected locations around the borough. The Sugar Smart campaign supports local businesses and organisations to offer healthier food and drink options.

The partnership between Lewisham Council, JCDecaux and Outsmart is an example of business and local government joining forces to address public health concerns within the community as part of a measure to help tackle child obesity in London.

Cllr Chris Best, Deputy Mayor, 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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