PHE targets mid-life inactivity with new One You campaign
by Jak Phillips | 07 Mar 2016
Aimed primarily at 40 to 60-year-olds, One You is intended to help adults move more, eat well, drink less and be smoke free / Shutterstock.com / SpeedKingz
Public Health England (PHE) has today (7 March) launched a major new campaign which aims to get middle aged people more active and on course to spend their retirement in good health.
Latest figures show that life expectancy at older ages is at record levels, yet many are spending their retirement living in ill health. It is thought that some 15 million Britons are living with a long-term health condition, however studies have shown that living healthily in middle age can double chances of being healthy at the age of 70.
As a result, PHE has teamed up with Asda, Slimming World, BBC Get Inspired and the Ministry of Defence on the new One You campaign, which will seek to highlight the importance of healthy living with messages on every high street, in local health services, on websites and across social media.
Aimed primarily at 40 to 60-year-olds, One You is intended to help adults move more, eat well, drink less and be smoke free. One You will also provide information on how people can reduce their stress levels and sleep better. Currently, 40 per cent of all deaths in England are related to behaviour, while the NHS spends more than £11bn a year on treating illnesses caused by the effects of diet, inactivity, smoking and drinking alcohol.
“Although it has been customary to blame people for their ‘lifestyle,’ we now appreciate that we need to take into account the environmental pressures that make it difficult to make healthy choices, having to sit 8 hours a day at work for example, and then drive an hour home,” said Professor Sir Muir Gray, clinical adviser for the One You campaign.
“One You is designed to help every individual identify not only their risks but also the pressures they face in their life and the stress that results, and then support them with personalised tools and advice.”
The starting point for the campaign is an online health quiz called ‘How Are You’. The quiz provides personalised recommendations based on participants’ results and directs people to tools and advice to help them take action where it’s most needed. According to PHE, more than half (56 per cent) of 40 to 60-year-olds taking the ‘How Are You’ quiz said they were likely to change their lifestyle to improve their health because of the feedback it gave them.
To take the quiz, click here.
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Public Health England (PHE) has today (7 March) launched a major new campaign which aims to get middle aged people more active and on course to spend their retirement in good health. Latest figures show that life expectancy at older ages is at record levels, yet many are spending their retirement living in ill health. It is thought that some 15 million Britons are living with a long-term health condition,
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