UK Gov’t Ad Campaign links early death to gaming
The last time we had an article on a Change 4 Life campaign, it was when the group supposedly linked gaming to obesity. The ad was fine and I thought that the publishers who rejected it were taking it out of context. This time, however, it seems a little different. Another Change 4 Life ad, printed this time, shows a kid leaning back, holding a PS3 controller and lazily playing games, with a title that reads, “Risk an Early Death, Just Do Nothing.” Poking on the same buttons are they? Find out more.
The last time we had an article on a Change 4 Life campaign, it was when the group supposedly linked gaming to obesity. The ad was fine and I thought that the publishers who rejected it were taking it out of context. This time, however, it seems a little different. Another Change 4 Life ad, printed this time, shows a kid leaning back, holding a PS3 controller and lazily playing games, with a title that reads, “Risk an Early Death, Just Do Nothing.” Poking on the same buttons are they?
The ad, which appeared on women’s lifestyle publications in the UK such as Star, Reveal, and Heat, is part of Change 4 Life’s campaign against increasing stationary or lazy lifestyles, triggered in part by gaming.
The Market for Computer and Video Games UK (MCV UK) has already filed a formal complaint with the Advertising Standards Authority, saying the ad is “unfair and inaccurate.” They’re now calling on gamers and people in the industry to join their protest. Since the ad appears on women’s publications, it implies that parents shouldn’t get games for their kids. Fortunately, 74% of parents in the UK believe that gaming is educational.
Unlike the video before, this one has gaming up front, right below such a title. But no direct attack has been made. This is a campaign against “doing nothing” which is a fair campaign with a just cause. The implications are kinda anti-gaming though. If Change 4 Life really blames gaming for shorter lives, then that’d be like suing McDonald’s for getting so many people fat.
As always, moderation is key. Gaming is fun, but if you spend all day in front of the tube holding a controller, that ain’t cool anymore. Take it easy and go for a walk (not just over to the fridge, please haha jk). Let’s not give gaming critics any reason to think they’re right.
Related articles:
- Change 4 Life supposedly links gaming to obesity, game publishers not amused
- Parents in UK are cool, 74% think gaming is educational
Via The Escapist
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