QED: Change4Life describes itself as a "social marketing campaign," and as I pointed out deploys all of the techniques of regular marketing campaigns vis-a-vis audience segmentation etc. Change4Life isn't aimed at the whole population, but so-called "high-risk families."
https://en.wikipedia.org/wiki/Change4Life
http://www.nhs.uk/Change4Life/supporter-resources/downloads/...
For example, I wouldn't say this was political, they have nothing to sell: https://www.youtube.com/watch?v=QO5pI5pmYE4 (railway safety)
The campaign that started the "5 a day" thing was called Change 4 Life, and seems closer to education and information than propaganda: https://www.youtube.com/watch?v=Nb0fLYdPEPM