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PA library file dated 22/03/2003 of England's Jonny Wilkinson. A celebrity-backed campaign to make children more active was launched, Friday September 24, 2004, in efforts to tackle increasing obesity levels in the UK. The British Heart Foundation (BHF) is using its Well Fit! initiative to target 11 and 12-year-olds joining secondary school this year. The campaign, launched to coincide with World Heart Day on Sunday, is supported by stars including rugby ace Jonny Wilkinson. See PA story HEALTH Heart. PA Photo: Nick Potts.