People to get discounts off shopping in exchange for exercising

The NHS Healthy New Towns scheme could offer rewards such as free cinema tickets and money off shopping bills so as to reduce lifestyle-related illnesses.

Families could be offered discounts on their food shopping, lower priced sports gear and free cinema tickets in exchange for hitting exercise targets in a drive to reduce the burden of lifestyle-related illness on the NHS.

The proposals, which mean residents will receive rewards if they walk a certain number of steps, form part of NHS England’s Healthy New Towns plan, intended to address serious healthcare problems including obesity and dementia.

Downloadable apps will reward walking. Additionally, Halton Lea in Runcorn, Cheshire plan to include free bikes, an outdoor cinema, sprinting tracks on pavements and outdoor gyms. Residents could receive lessons in how to cook healthily, while a community kitchen could supply food to local schools, hospitals and meals on wheels.

The healthy towns programme was launched in March last year and includes new developments from Darlington to Devon, comprising more than 76,000 homes and 170,000 residents.

The initiative comes as the burden placed on the NHS by disease linked to sedentary lifestyles increases.

As part of the healthy towns programme, a design challenge was launched for Halton because it was felt that as it was at the beginning of its development plans it could make the most of new ideas.

The ideas also include universal wifi, so residents can get in touch with health services from home, and converting a car park into a community square and outdoor cinema to boost the sense of community and improve mental health.

Simon Stevens, chief executive of NHS England, said: “These practical designs for Halton point the way, uniting young and old in thinking through the sort of communities we want for the future. The NHS makes no apologies for weighing in with good ideas on how the built environment can encourage healthy towns and supportive neighbourhoods.”

Melany Pickup, chief executive of Warrington and Halton Hospitals NHS Foundation Trust, said it was a ‘once in a lifetime opportunity to do something truly transformational for our population’.

Tam Fry, chair of the National Obesity Forum, said: “This project is something which should be welcomed. It should be reviewed thoroughly to see what works and doesn’t work. Who knows, it might come to offer a nugget that may be shared nationwide.”