Public Health England is aiming to tap into “new year, new you” sentiment with a Better Health marketing campaign designed to help people prevent risks of developing serious illness and help slash Covid hospitalisations.
The organisation is working in partnership with 15 weight management and physical activity partners who are providing both free and discounted offers, while its website will flag up local weight management support.
From reducing the risk of serious diseases such as type 2 diabetes, heart disease and up to 12 types of cancer, to lowering the chances of being hospitalised with Covid, the multimedia campaign highlights the serious health conditions that could be prevented by losing excess weight and offers free support and guidance to achieve this goal.
It is estimated that over 3 in 5 adults are at an increased risk from serious diseases as a result of being overweight. Losing just 5% of body weight can seriously reduce the chance of heart disease and could make all the difference in preventing treatable heart conditions, research claims.
The new campaign highlights six benefits that could have a lasting impact on a person’s health by being a healthier weight: decreased risk of common cancers (colon, liver, pancreas, kidney); lowered risk of increased blood pressure; reduced risk of heart disease; less risk of developing diabetes; less strain from chronic back and joint pain; and decreased risk of being hospitalised or becoming seriously ill with Covid.
The benefits of weight loss have been brought to life using a full body X-Ray animation, providing a window into the body, highlighting six key health risks that can be reduced if excess weight is lost.
Public Health Minister Maggie Throup said: “January is a great time of the year for making resolutions and I hope that people can use this as a kick start moment to be more active and eat healthier – especially when losing body weight can have such a positive impact on our health, including reducing the chance of becoming seriously ill with Covid-19.”
British Liver Trust director of policy Vanessa Hebditch added: “Obesity is a public health emergency and urgent action to tackle it is required to reduce the prevalence of fatty liver disease and other serious health conditions.
“By 2030, experts predict that non-alcohol related fatty liver disease (NALFD) will become the leading cause of liver disease in the UK. Liver damage develops silently with no signs or symptoms and people often don’t realise they have a problem until it is too late. Around one in five of us are already likely to have the early stages of fatty liver disease and many people are unaware that excess weight is a significant risk factor in this.
“The British Liver Trust is proud to support the Better Health campaign which will help us all to make better choices when it comes to what we eat and drink as well as encouraging us to become more active.”
Related stories
Southerners, Scots and Welsh don’t think they’re fatties
Industry chokes at total ban on online junk food ads
Industry barfs as Govt cooks up online junk food ad ban
Food heavyweights batter proposals for online ad ban
Industry pounds Govt plan to ban junk food ads online
PHE ‘Better Health’: Turning Wayne Slob into Joe Wicks
Southerners, Scots and Welsh don’t think they’re fatties
Fat lot of good that will do: Adland blasts junk food ban