Launch
date:
6 June 2002. |
| |
Target
group:
Adult population. |
|
|
Aim:
To highlight the health risks of being overweight and to encourage
adults to take steps to reduce and control their weight through
dietary changes and increased physical activity. |
| |
|
Objectives:
- To provide
people with information to assess whether their body size
presents a risk to their health;
- To provide
people with resources that will help them to monitor their
food pattern and physical activity levels, and present options
for change;
- To enable
people to select appropriate choices from the five food
groups from The Balance of Good Health to help them
to achieve and maintain a healthy weight;
- To enable
people to recognise the importance of regular physical activity
for good health and a healthy weight.
|
|
Background:
During June 2002 the HPA supported the UK-wide Weight Wise
campaign which was coordinated by the British
Dietetic Association. The rising prevalence of overweight
is an increasingly important health issue for Northern Ireland.
Recent statistics
indicate that 45% of men and 36% of women here are overweight,
and a further 17% of men and 25% of women are obese. Being
overweight or obese puts health at risk. For example it increases
the risk of heart disease, diabetes and certain cancers. Being
overweight or obese also puts an extra strain on joints, which
exacerbates conditions such as osteoarthritis
and breathing difficulties. Being overweight or obese also
increases the risk of infertility.
|
| |
|
The campaign:
The campaign included the production of a leaflet
with information on how to lose weight through sensible eating
and increased physical activity.
A promotional poster
was also produced.
Consumer messages
The main messages
that were communicated throughout this campaign were as follows:
- being a healthy
weight can help to keep you in good health;
- having excess
body fat around your middle can be unhealthy for your heart;
- small changes
can lead to big benefits;
- you should
try to base meals around starchy foods such as bread, potatoes
and cereals; eat plenty of fruit and vegetables; go easy
on foods and drinks high in fat or sugar and watch your
alcohol intake;
- using food
guides such as The Balance of Good Health can help
you to make wise food choices;
- be active
to achieve or maintain a healthy weight.
|
|
Media:
Link to the press
release on this campaign: 2002.
|
