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Book ‘lunched’ for kids!
In association with the Health Promotion Agency for Northern Ireland (HPA) and the Food Standards Agency Northern Ireland (FSANI), J&J Haslett Ltd (Mace) today launched a book designed to communicate the importance of healthy eating and being active. Aimed at primary school children, the book, written by local author Declan Carville, is an innovative way to reach children in a language they can relate to.
The publication, The Maceys’ Annual School Trip, is the latest initiative in Mace’s long term strategy to promote better health in Northern Ireland. This initiative uses familiar fun characters to promote a serious message in a light hearted, easy to understand way.
Speaking at the launch, Tom Uprichard, Delivered Business Director, J&J Haslett Ltd, said: “We are delighted to have been able to work so closely with the HPA and FSANI to produce this educational resource. The focus of the book is health promotion and, through our Macey characters, features clear healthy eating and physical activity messages. There will also be a dedicated programme of in-store promotional activity during the year to reinforce the healthy eating and physical activity messages with potential to improve public health for generations to come.”
During the event Dr Brian Gaffney, Chief Executive of the HPA, said: “We know that children’s eating patterns and their attitudes to physical activity can be shaped and influenced by parents, teachers and their peers. This exciting initiative provides a useful tool for the classroom to introduce and reinforce the messages about healthy eating and active living. It will also complement work undertaken by schools that have already developed and implemented schemes that encourage children to be active and eat well. The HPA congratulates Mace on this venture and their long-term commitment to supporting better health in Northern Ireland.”
Childhood and adolescence are widely recognised as the time when the foundations of diet related conditions such as overweight and obesity, raised blood pressure, cholesterol and heart disease can be laid down. As a result the eating habits of these age groups need particular attention in an effort to promote and protect young people’s health so initiatives like these should be welcomed.
Maria Jennings, Head of Consumer Choice at the FSANI, said: "“As every parent knows getting little ones to eat well can be difficult, so we were delighted when asked to be a partner in this project and help deliver healthy eating messages for children in a fun and innovative way. The Macey's book marks a positive step towards improving children’s diets, which is a key issue for FSANI. We are particularly encouraged that one of Northern Ireland's most prominent retailers has worked closely with partners in government to produce this valuable school resource. FSANI will continue to work with the food industry here to introduce front-of-pack traffic light labelling for everyday foods with clear and easy to understand information about fat, salt and sugar content, making it easier for parents to make healthier food choices."
Childhood and adolescence are widely recognised as the time when the foundations of diet-related conditions can be laid down. As a result, the eating habits of these age groups need particular attention in an effort to promote and protect young people’s health.
Almost 100 children attended the launch at W5 where they had the opportunity to hear the story of The Macey’s Annual School Trip read by the author. A total of 40,000 books have been printed and will be distributed free of charge to every primary three class in Northern Ireland.
END
Notes to the editor:
The launch will take place in the Lecture Theatre, W5, Odyssey Pavilion, Belfast on Tuesday 29 May 2007 at 11.00am. There will be photo opportunities with primary school children before the event from 10.45am – 11.00am and a media facility will be available after the launch from 11.30am – 12noon when Tom Uprichard, Dr Brian Gaffney and Maria Jennings will be available for interview.
For media enquiries contact:
Jenny Dougan or Rosie McGaughey at the HPA on 028 9031 1611.
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