On Saturday 21st February, Change4life will announce a new partnership with the British Asian Sports Awards 2009. This is one of the very first steps towards building relationships and raising awareness of issues around diet and physical activity amongst the South Asian community.
The partnership will be announced at a glittering Gala Awards event, where the organisers and Change4Life will reveal a brand new joint identity for BASA 2010. Rajan Singh, Executive Vice President of Sony Entertainment Television Asia, the founder and organiser of the award ceremony will unveil the joint new look in front of a host of industry figures, national and international celebrities and leading sports icons.

The Change4Life campaign launched on 3rd January 2009 has kick started a lifestyle revolution. If things go on as they are, 9 out of 10 of our children will grow up to have dangerous levels of fat in their bodies. This can cause life-threatening diseases like cancer, type 2 diabetes and heart disease.
Director of Health and Wellbeing at the Department of Health, Will Cavendish, said: “Joining forces with the British Asian Sports Awards 2009 is a great opportunity for Change4Life. The success of talented British Asian sports people is fantastic, and I hope they inspire others to eat well, move more, and live longer. Children don’t have to be budding sporting stars to enjoy being active. Running around outside, cycling or playing in the park with their friends can have a positive impact on their health. Children need to do at least 60 minutes of activity a day.”
Rajan Singh describes how important it is for the BASAs to become part of such a movement “Change4Life is a brilliant initiative and we fully support the movement. Being involved in sport contributes to a healthy lifestyle which is what the movement is all about. The more young people we can encourage to get involved in any type of physical activity the better and hopefully we may also find the next Beckham or Amir Khan whilst doing so.”
Former England cricketer and long term brand ambassador Mark Ramprakash is honoured to be involved with both projects, “I am delighted to see the scope and range of sport that our youth are taking part in. Initiatives like the BASAs show the community that we don’t all have to excel in traditional professions but that we can also make our mark in the sporting world. It’s another step in the right direction for British Asian sporting talent and with Change4Life supporting the awards programme, I am confident that people will make the link between healthy living and sport.”
The awards programme is the only one of its kind, and has been acknowledged for its good work by the Rugby Football League, the Professional Football Association, Let’s Kick Racism Out, and the Lawn Tennis Association amongst others. The ceremony is a star studded event with representatives of these organisations attending along with other VIP’s such as boxing promoters Frank Maloney and Frank Warren, the skipper of the first all female crew to sail around the world in the Whitbread Round The World Yacht Race, Tracy Edwards (MBE), Olympic gold medal winner Denise Lewis, England and Lancashire cricket player Michael Vaughan, Dragon’s Den panellist and business entrepreneur James Caan and ex-footballer Peter Reid. The event shall be telecast globally by Sony Entertainment Television Asia.

Proceeds from the charity auction at the event will be donated to The Anthony Nolan Trust, BASAs nominated charity for this year’s awards ceremony.

Notes to editors:

The awards ceremony is taking place at the Grosvenor House Hotel on Saturday 21st February 2009. There are a number of press passes available for this event.
All interested print, broadcast and digital media should register for tickets. Please contact Media Moguls on 0208 902 5575.
The tickets will only allow access to the press room not the main ballroom where the ceremony will be taking place. Doors will open for press at 6pm. Guests and nominees will convene in the press room for interviews and photo opportunities throughout the evening.
For further information, interviews, images and press passes please contact Media Moguls on 0208 902 5575 or visit www.nhs.uk/change4life
Sukhi Vig sukhi@mediamoguls.com 07790 215455