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fi a update news
change4life grows up
promote the campaign. Meanwhile 14,000 This is more pertinent given the
healthcare professionals registered evolving focus of the campaign, which
Steven Ward, for materials and a further 17,590 in 2010 turns its attention to the adult
the FIA’s director orders have been placed by healthcare population. In reviewing levels of obesity
of public affairs professionals on behalf of other people. across the adult population, it has been
and policy, reports In total, more than 5.5 million pieces of identifi ed that obesity is most prevalent
on plans to roll support material have been supplied, and between the ages of 45–54 and 55–64.
out Change4Life an audit is underway to fi nd out “how These age ranges account for 25 per cent
in 2010 much yellow is out there”. of the population, or 15 million adults –
But the big question is: how many and 63 per cent of them are overweight
people have changed their behaviour as or obese. Many have experienced the
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hange4Life is now one year a result? Ultimately, that’s the challenge fi rst signs of ill-health and have shown
old. The campaign celebrated presented at our door and is, I’m told, interest in receiving health information.
its birthday by re-evaluating its the key focus for the campaign in 2010. There’s also a strong link to other DH
position, measuring its progress and initiatives such as the National Vascular
making plans for the future amid the looking forward Screening Programme. One participant in
uncertain climate that we all face given The campaign strategy has built steadily a focus group summed up the overriding
the forthcoming General Election and towards this moment: first to reach the sentiment by saying: “At 25, you don’t
the state of public fi nances. ‘at risk families’, help them understand the think you’re ever going to have an illness
health consequences, convince the parents in your life. At 40+ you start thinking: ‘I
review of progress that their child
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specifically within key target audiences desire to change… and then give the FIA a today more important than tomorrow:
Calls to 03 numbers should cost no more than geographic 01 or 02 UK wide calls, and
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a focus on quality of life now rather than
November 2009 is encouraging: 91 per quality (or quantity) of life later. They’ve
cent recognition of the logo (compared bought into a culture of convenience
to 9 per cent pre-campaign), with 84 per and indulgence and see healthy living as
cent saying the campaign had made them requiring punitive and extreme changes
think about their children’s long-term to their lifestyle. However, despite being
health and 80 per cent saying it had familiar with healthy living messages,
made them think about their children’s they lack the specifi cs for change – the
physical activity levels. “where, how and what are my choices?”
This becomes even more impressive They’re motivated by weight loss and its
when put in the context of other associated short-term health benefi ts.
government campaigns. With an 86 per To be effective, we have to fi nd the
cent general public recognition rate, means to bring the benefi ts of the future
Change4Life has been offi cially classifi ed into the immediate present and provide
as the campaign that’s most effectively the helping hand needed to draw people
© Crown copyright 2008.
captured public attention. The ‘Think!’
C4L008 12p 500k Dec 08 (HO
That’s t
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Produced by COI for the Department of Health.e sto ry behind the genesis over the threshold and into our clubs.
If you require further copies of this title visit www.orderline.dh.gov.uk and quote: C4L008, or Tel: 0300 123 1002,
driving awareness initiative comes second
Minicom:
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0300 123 1003 (8am to 6pm,
f Let’s Danc
Monda
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y), Email dh@pr
hang
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4Life. T
ite to: DH Publication Or
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derline,
PO Box 777, London SE1 6XH.
We need to fi nd a way around punitive
The leafl et can also be made available on request in alternative formats.
with 81 per cent recognition, while a 48 success of MoreActive4Life led to a messaging and threats, tapping into the
www.dh.gov.uk/publications
per cent awareness of the ‘Act on CO2’ recognition that the FIA and its members voice of the adult campaign, which is
campaign puts this in third place. provide an unrivalled pipeline of delivery: very much along the lines of “swap it,
The impact that the campaign is having with more than 3,000 members across the don’t stop it” – be that snacks, drinking
locally is also heartening – after all, the public, private and third sectors, the FIA is behaviour or portion sizes.
ambition of creating a true public health seen as unique in its ability to galvanise its There’s massive scope for
movement can only be achieved by forces behind the common goal of more communications directly to the public.
mobilising people on the ground. There people, more active, more often. It’s a The adult-focused advertising breaks on
are 25,000 registered Change4Life local perception that the FIA can only maintain 15 February, focusing on the ‘Jack the
supporters, 51 per cent of whom are as long as its members continue to deliver Lad’ who’s let himself go and encouraging
local authority personnel, and 18,000 so spectacularly when called upon, but it him to politely consider that “spare
packs have been distributed to schools to does bode well for the year ahead. tyre” that’s weighing him down. A series
leisureopportunities
is the offi cial recruitment magazine of the fi a
20 Read Health Club Management online february 2010 © cybertrek 2010
healthclubmanagement.co.uk/digital
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