It is backed by Change4Life partners such as Asda, Aldi, Unilever’s Flora margarine and Disney.
The ‘Smart Restart’ campaign will encourage families to use the fresh start presented by the new school year as an opportunity to establish healthier habits – such as walking to school, extra activity during the day and making sure children eat a healthy lunch at school.
The ad campaign will run across TV, radio and online. Additionally, comprehensive digital tools including a children’s website, email and text support, and a new app for the start of term, plus partnership activity and PR, will also feature.
The work follows January’s ‘Be Food Smart’ campaign, which saw the number of families signed up to Change4Life reach one million for the first time.
The TV ads by M&C Saatchi, which go live tomorrow, show a woman reshaping Aardman Animations figures that represent her children, to get them ready for the new term.
Families who sign up to the campaign will be supported through a six-week engagement and incentive programme to help them to stick to their chosen healthy change, all the way through to half-term.
Sheila Mitchell, Public Health England marketing director, said the back-to-school period was an "exciting new territory for Change4Life".
"The fresh start of the school year is the perfect time for parents to get their children into a healthy routine – which Change4Life is ideally placed to help with.
"We’re doing more digitally than ever before in giving families a suite of online tools and incentives from partners to support them all the way through to half term."