Change4Life, a United Kingdom campaign to sponsor healthy eating, has bought advertising during showings of the popular TV show The Simpsons. This might seem ironic to many people because the main characters of that show routinely make food choices that aren't all that healthy. But organizers of the Change4Life campaign say that they are making a high-profile effort to promote their message and that advertising should target the highest-rated shows, of which The Simpsons is one. Further, the organizers of the campaign say that they hope to reinforce the idea that viewers should contrast the consumption of pizza and donuts by Homer Simpson and his family as a choice, one that people don't have to necessarily make. 

The U.K. Department of Health is spending the equivalent of US$1 million on the ads, which will themselves be animated. Cartoon characters will be seen eating unhealthy food, which will then change into healthy food. 

The Change4Life campaign began on January 3, 2009, with a multimedia strategy initially aimed at young families. The ad campaign is promoting not only healthy food choices but also physical activity a healthier lifestyle overall.