So cool we don't need no URL? Absurd text speak aside, I loved the morphalike / Mr Men advert - which you can find on youtube.
What intrigued me was that the print ads just say "search change4life" ...
is that an admission that the bulk of Internet users still just head to google/windows live/askjeeves and type whatever they're looking for into the box?
Or is it more of a, you know, statement ... who needs to publish a URL when it's obvious how to find it if you're part of the 'net generation
Perhaps a bit sadly, direct.gov's search engine takes you to a November press release about the site, not straight to the site itself.
If you mistype and go for "changeforlife" ... you get a whole different kind of self help.