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With the increase in 'lifestyle' diseases linked to poor diet, obesity and lack of exercise, the NHS and UK Government face a significant challenge. This paper examines the development and impact of a social marketing programme -- Liverpool's Challenge -- to reduce obesity in Liverpool. Recognising that government campaigns promoting healthy eating and exercise tend to have limited success, Liverpool PCT's social marketing team focused on developing insights into the factors that motivate people to change their habits. They found that while most people were aware of the benefits of a healthier diet and were keen to lose weight, they found it difficult to stick to a long-term regime and often felt isolated and therefore unmotivated. The subsequent social marketing programme that was developed formed relationships with the target audience using customer relationship management techniques more commonly used in the commercial sector, to provide people with ongoing support and feedback within the framework of a city-wide challenge to residents to pledge to lose weight. [ABSTRACT FROM AUTHOR]