New government campaign targets middle-aged health

Public Health England (PHE) has launched a campaign to help middle-aged adults avoid future disease and illness and live healthily in later life.

Named ‘One You’, the campaign argues that everyday behaviours can have a negative affect on an individuals general health, whether it be because of lack of physical activity, excessive drinking, smoking or the consumption of unhealthy food. PHE argues that collectively the behaviours are responsible for 40 per cent of all deaths in England at a cost of more than £11 billion a year to the NHS.

Although data shows high levels of life expectancy, there remains a correlation with old age and ill health. Part of the campaign encourages adults to take an online health quiz, entitled ‘How are You’.

The quiz, which goes live on 7 March, presents personalised recommendations based on results and directs people to tools and advice to help them take action where it’s most needed. Of those having already taken the quiz, 56 per cent felt they were likely to change their lifestyle to improve their health because of the feedback it gave them.

Professor Sir Muir Gray, clinical adviser for the One You campaign, said: “Although it has been customary to blame people for their ‘lifestyle’ we now appreciate that we need to take into account the environmental pressures that make it difficult to make healthy choices, having to sit eight hours a day at work for example, and then drive an hour home.

“One You is designed to help every individual identify not only their risks but also the pressures they face in their life and the stress that results, and then support them with personalised tools and advice.”

Professor Kevin Fenton, PHE national director, said: “The scale of the campaign is unprecendented and includes new public and commercial partnerships with Asda, Slimming World, BBC Get Inspired and the Ministry of Defence.

“This will see One You in every community, on every high street, in local health services, on websites and in social media. We want everyone across the country to know that it is never too late to get your health back on track.”