So far, so good

The government’s Change4Life campaign in England has improved awareness of the importance of regular physical activity.

That’s one of the conclusions of Change4Life One Year On, a report on the first year of the campaign.  C4L initially targeted families with children aged from five to 11 at risk of obesity. More than 413,000 families signed up to the campaign, hugely exceeding the 200,000 target. At the end of 2009, 26 per cent of target groups were aware of the ‘60 active minutes’ message, up from eight per cent at the beginning of the year. And 13 per cent of people were aware of ‘up and about’, aimed at getting people on the move, an increase of four per cent. C4L will now target pregnant women, parents of children under two (Start4Life), minority ethnic communities and the middle-aged. Materials will also go to schools for pupils to pledge to exercise more and change their diet. The CSP’s own Move for Health campaign supports and complements C4L and similar programmes in Scotland, Wales and Northern Ireland. This year, the Society will continue to promote 60 minutes of physical activity a day for children, while next month physios and dieticians will run more Healthy Schools Days. The CSP is also distributing more of its Fit for the Future leaflets, with simple advice for keeping children healthy and active. The campaign will also move into a new phase aimed at keeping adults fit for work.

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