§ Tim LoughtonTo ask the Secretary of State for Health what advertising and public awareness campaign will be used in conjunction with the launch of the five-a-day initiative; what form this public awareness will take; and at what cost. [106553]
§ Ms BlearsThe five-a-day logo was launched on 25 March. There are no plans for an advertising campaign, but the launch did attract national and local media coverage.
The five-a-day programme is supported by a full range of information materials, which are being distributed through primary care settings. The cost of printing the materials was £200,000.
Sixty six local five-a-day initiatives supported by the New Opportunities Fund will, as part of their work programmes, aim to increase awareness of five-a-day in their communities, using the centrally developed information materials.
The National School Fruit Scheme, which is also supported by the New Opportunities Fund, gives parents and children information materials on the scheme which promote the five-a-day message.
Other awareness activities include work with the food industry to ensure consistent and clear five-a-day messages.