The government is to launch an anti-obesity TV campaign that aims to promote the virtue of children playing videogames such as those for Nintendo’s Wii that require physical activity.

This marks a rapid U-turn by the government, weeks after it angered the games industry with a press campaign which implied that sitting inside playing games could lead to an early death.

The Department of Health’s new TV campaign, the latest stage of the government’s £75m anti-obesity advertising strategy, aims to push the message that not enough children are doing the recommended 60 minutes a day of some form of physical activity.

In the TV ad, which breaks tonight, the animated Change4Life family find ways to give kids 60 minutes of activity a day.

Solutions include playing videogames that require physical exertion – typified by products such as Nintendo’s popular Wii Sports and Wii Fit games franchises – as well as walking to school and playing in the park.

Related posts:

1. Video games promoted in fight against childhood obesity
2. Anti-Smoking Game (for the Army) to Cost $3.7M
3. California Physical Therapists Promote Nintendo Wii for Core Strength and Fitness