Last weekend, the Department for Health released its latest TV ad in the Change4Life campaign. It features a clay modelled family coming to the realisation that the scientists are right: a sedentary lifestyle leads to health problems. "Throw down the remote! Chuck away the joystick! Stop eating greasy takeaways!" was the message. "Save our NHS from an epidemic of fatties!" was the subtext. And dutifully, the family did as they were told and started freakin' on Dance Dance Revolution.
The videogame industry is taking this as a personal win. A month ago, it publicly raged against the government for condemning games as a one-way ticket to six feet under. The print Change4Life campaign, which ran on buses and billboards for a fortnight, depicted a pre-teen slumped against a wall with a console controller under the shock headline: "Do nothing, risk an early DEATH." All that was missing was a bit of drool coming out of the kid's mouth.
There were threats, complaints and a whole lot of righteous hand flailing. The bewildered health services had given little thought to the impact their ad would have on one of the biggest contributors to the British economy, and had used the image as the most easily recognisable shortcut for "sedentary lifestyle". Sure, it could have used an image of a child reading a book, a family of couch potatoes staring at the TV, or an office worker sat at a computer. Instead, it took on an already defensive industry as quick to shout media conspiracy as Simon Warr, chairman of the Lap Dancing Association, is quick to deny that his profession is not intended to cause sexual stimulation.
Come on, games people. Come on. Whatever the general public thinks of interactive entertainment - pleasure or pariah - you have to accept that is a sedentary activity. Your remit is to encourage players to stay put for long sessions. You must make output that is compelling. That's its unique selling point. That's why so many industries want what you have. Denying it ignores the basic foundations of your being. I worry about you, games industry. That lack of self-actualisation suggests a degree of self-loathing. Have you thought about talking to someone about that?
As yet, there's no mention in the games press that the TV campaign is only encouraging active game play. The passive stuff - you know, with the controllers and the long stretches in front of the boob tube - is still in the doghouse.
However, as the industry believes it has been personally recompensed for the previous slight against its public image, the UK health services have, in effect, thrown it a bone. Hopefully that will keep it occupied for a while.
