The government will today outline details of a multimillion-pound healthy living campaign supported by a coalition of advertisers, media companies, health charities and community groups, which will use the strapline "Change4Life".

The first stage of the ambitious "movement for change", which aims to raise awareness of issues such as obesity in the runup to the 2012 Olympics, could launch in September, MediaGuardian.co.uk can reveal.

The first details of the government's strategy will be touched on in a speech to be given later today by the health minister, Alan Johnson, to centre-left thinktank the Fabian Society.

In his speech Johnson will announce that the wider plan, touched on by the Advertising Association last month, will see the media industry support the government's plans.

"This national movement for change will enable every citizen in the country at every stage of their lives to get the encouragement and support they need to be healthy," Johnson will say.

"From what they see on the television, to what they buy in the local supermarket, to the resources at their disposal in the local community, to how they travel to and from work or school, to the information and advice they get from health professionals."

A source said that the part of the initiative that the industry would be involved in could be part-funded by the media, with possibilities including offering free airtime for TV ads and creating editorial ideas for the campaign.

It is understood that final plans have not yet been agreed, but it is thought that the strapline "Change4Life" has been developed to tie together the broad range of health messages.

The health awareness campaign would run for at least three years.

It 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 introduced junk food TV advertising restrictions.

The anti-obesity push comes as part of the government's Healthy Weight, Healthy Lives strategy announced in January. It follows the government's decision last month to award the £75m anti-obesity advertising account to M&C Saatchi.

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