A coalition of advertisers, ad agencies and media companies is to work with the UK government on a multi-year health marketing campaign to raise awareness of issues such as obesity, alcohol and exercise in the run-up to the 2012 Olympics.

The initiative, spearheaded by the Advertising Association, marks the biggest effort to date by the UK ad industry to prove that it has a valuable role to play in contributing to a healthy lifestyle.

It is thought that in addition to providing advertising space media companies, including TV broadcasters, will create editorial opportunities to support the initiative.

To date the advertising and TV industries have borne the brunt of accusations of fuelling problems such as obesity and binge drinking.

One source familiar with the plan said it had been developed on a "voluntary basis with media owners, agencies and advertisers to get beyond individual campaigns" and create a concerted industry-wide effort to help improve the nation's health.

"The government appears to be willing to look at positive remedies rather than pushing bans. We can amplify the government's work, we don't want to duplicate or contradict it," the source added.

A second source said that the initiative would be part-funded by the media, with possibilities including offering free airtime for TV ads.

The health awareness campaign that is being discussed would run for at of at least three to five years.

This initiative will look to raise public awareness about health issues such as the need to exercise and eat five portions of fruit and vegetables a day.

Peta Buscombe, the Advertising Association chief executive, speaking at the organisation's summer reception at the House of Lords earlier this week, said that the body close to unveiling a high-level initiative in conjunction with government, media, advertisers and agencies "that would provide a unique opportunity to demonstrate our value".

The initiative, which is thought to have been under discussion since last summer following pressure from the government for the media and advertising industries to show they were "part of the solution not part of the problem", after Ofcom's junk food TV advertising restrictions were introduced.

Details of the plan will be revealed later this summer.

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