The government’s anti-obesity campaign Change4Life is stepping up its efforts this month with a major new advertising push to accompany its ‘8 behaviour changes’.
More than 12,400 grass roots organisations, charities, supermarkets and commercial organisations have joined forces as part of the campaign which aims to encourage families to apply behaviour changes to their eating habits and lifestyles to halt the sharp rise in obesity in England.
There will be extensive support and information to help families, with a focus on children, live healthier lives. The Change4Life resource packs and other useful information will be available on request and the television campaign is set to hit screens this month.
The ‘8 behaviour changes’ set out aimed at encouraging small manageable steps to help families eat well and live longer include lowering fat and sugar levels, enforcing meal times, ensuring correct portions, avoid snacking, giving children 60 minutes activity a day and reduce time spent doing nothing and, the old favourite, giving kids five portions of fruit and veg a day.
Child expert and clinical phychologist, Professor Tanya Byron, said: “Change4Life is a huge unprecedented attempt at tackling the obesity problem, and the UK is leading the way.
“The ambitious approach of bringing together people from all walks of life to work together with Government in meeting one objective is a first and will provide families with the most simple and accessible information needed to make these changes.
“The small, manageable steps in the form of ‘8 behaviour changes’ and other healthy initiatives backed by the coalition partners will go a long way in giving families the support they need to get their children living their lives in a healthier way. I hope that families feel able to engage with the campaign and understand that obesity is not someone else’s problem - it’s everybody’s problem.”
The extent of the nation’s obesity problem demands an ambitious approach to bring about a lifestyle revolution - something no other government has attempted before. Recent reports on the rising trend of obesity has put a spotlight on the issue and experts warn that, without any intervention, nine out of 10 of today’s children will be overweight or obese by 2050 and at risk from serious disease, like Type II diabetes, cancer and heart disease.
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