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AARDMAN
AMINA
TIONS
An audit is currently underway to find out “how much yellow is out there”
of key messages have been designed at FIA member sites. The FIA is at the
around diet and physical activity that heart of programme development across
specifi cally target the 45–65 age groups. all of these interventions and campaigns,
This includes an “up and about” message and will continue to drive them forward
that will encourage people to fi nd ways with a broad variety of partners from
to meet their 5x30, with walking being a the public, private and third sectors.
key suggestion to help achieve that. There is, of course, one major
There will also be a major focus on assumption, and that is that whichever
employers as a means to reach the target party, or combination of parties, wins
audience. The FIA will be launching the next election, they will be supportive
activities in this area, with some exciting of the ongoing campaign. In that sense,
developments that we’ll be sharing soon. we can only go on their word – and
Andrew Lansley for one, the Shadow
ready, set… pause Secretary of State for Health, announced
The campaign is set to take flight. Were at the FIA Industry Summit in November
it not for the General Election 2008 that support for the campaign
(scheduled for 6 May) and the point at would be continued under a potential
which the election-enforced radio silence Conservative government.
kicks in, the Let’s Dance campaign would Given the fact that we have an ageing,
provide us with the momentum to drive sickening and fattening society, it’s very
forward. However, I understand unlikely that any government in the next
democracy is important, so we’ll have to generation will be able to hold back
grin and bear it! The campaign will from engaging in a similar fashion. There
instead re-fire in June with a big push. may well be a drive for greater value for
There’s activity planned over the next money, an improved sense of outcomes
year linked to football, cycling and and a slightly different tone – but what
walking. We’ll be driving awareness of will remain constant is the vital role of
the MoreActive4Life campaign and the the FIA and its members in delivering
availability of MoreActive Health Packs change on the ground.
february 2010 © cybertrek 2010 21
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