The UK’s Food Standards Agency (FSA) is tackling the rise in listeria food poisoning amongst older people by broadcasting a new campaign on The Life Channel’s television screens.
“The Food Standards Agency wanted to work with The Life Channel as our research showed that GP surgeries were a key source of trusted information for our target audience,” said Catherine Clarke, FSA’s Senior Marketing Manager. “The on-screen presence, coupled with leaflet distribution seemed like an excellent combination.”
Four campaign advertisements, commissioned by the FSA and produced by The Life Channel, began broadcasting on the network’s screens during the campaigns official launch – Food Safety Week (15-22 June).
The adverts will run on the network’s screens in over 1600 surgeries for three months, ending mid-September 2009. Featured in the commercial is an elderly couple – Rita and Bob – who have been putting themselves at risk of listeriosis .
The campaign comes as new research findings published by the FSA state that people over the age of 60 are more likely to take risks with ‘use by’ dates than younger people. The number of cases of listeria food poisoning rose by 20 per cent in 2007 and has doubled since 2000. Listeria might be present in chilled, ready-to-eat foods at low levels. However, poor refrigeration and failure to follow shelf-life labeling can result in the bacteria multiplying to unsafe levels.