Since 2009, PepsiCo has also been a partner with the United Kingdom National Health Service's Change4Life campaign. PepsiCo contributes to the “marketing component” [78] of that government's response to obesity, which promotes physical activity and healthy eating through traditional and new media social marketing campaigns. A “commercial partner” of the campaign, PepsiCo sponsored a major print ad buy for Change4Life that used famous soccer players to encourage parents to help their children “have an active lifestyle”