Turning the tide of inactivity
Obesity levels are increasing, despite a plethora of healthy living campaigns. Tom Walker asks industry leaders whether a new campaign, exclusively tackling inactivity, will prove more successful
The trade association for the active leisure industry, ukactive, is spearheading a new campaign designed to "turn the tide of inactivity" and prevent 37,000 needless deaths a year. The wording is intentional – rather than concentrating on obesity, the focus is on getting people to get more active.
Launched at the ukactive Summit In November, the initiative has got off to a strong start, with government, business and the NHS backing the scheme. There has even been an acknowledgment from PM David Cameron and in Feburary the government launched its own ‘Moving More, Living More’ campaign.
If the initiative reaches its target of reducing inactivity by 1 per cent every year for the next five years, it could save thousands of lives and the taxpayer £1.2bn – or £44 per household. To hammer home the point, ukactive published a report (Turning the Tide of Inactivity), which showed that local authorities, on average, only spend 2.4 per cent of their health budgets on tackling inactivity.
But how is this programme different from other, similar ones in the past? Has ukactive got the key points – cross-party support and local authority involvement – right to give the initiative the best chance of success?
Lord Coe,
Chair of the British Olympic Association
,
“Since London 2012 we've set out to deliver what no other host nation has done before: a lasting legacy which benefits future generations. Legacy is a long-term programme and we've made an excellent start, including more than £11bn of economic benefits and 1.5 million more people playing sport once a week since we won the bid in 2005.
But one area where there remains work to do is securing the physical activity legacy from the Games. Fourty four per cent of adults fail to meet the chief medical officers' guideline of 150 minutes of physical activity per week, and 29 per cent of adults fail to achieve even 30 minutes of activity over seven days.
Turning the tide of inactivity is a hugely important outcome for our legacy story. I welcome the recent report from ukactive whose analysis and recommendations have helped to establish the scale of the problem and provide an important step towards tackling the issue.
That's also why I recently helped launch the government and mayor of London's Moving More, Living More initiative to reduce inactivity. It brings together government working in a joined up way across departments, the mayor of London's teams, local government, business and the community groups who know how to get people active.
Turning the tide of physical inactivity must be viewed as a national priority and the report makes a persuasive case for action. I'm delighted that ukactive is working with us on the Moving More, Living More campaign."
Mike Kelly,
Director of the Centre of Public Health,
NICE
“The ukactive report highlights the growing problem of physical inactivity and the fact that resources have not been directed to target this issue in certain parts of the country.
Inactivity has a huge societal cost. The fact that local councils spend just 2.4 per cent of their top-tier public health budgets on programmes aimed to promote physical activity, is disproportionately low compared with other top tier concerns such as substance misuse or smoking.
We must prioritise investment into encouraging more people to get active. ukactive's evidence-based recommendations are designed to help local government do just that, to make the best use of limited funds to improve public health. They're practical, cost-effective measures which will improve the health and wellbeing of their communities and lead to cost savings in the long-term.
We must also ensure that open spaces and built environments are better used to offer effective programmes and interventions to increase the number of people who lead an active lifestyle. The findings from the report will be embedded within the priorities of the medical profession's considerations over the coming years to turn the tide on physical inactivity ."
Professor Kevin Fenton,
National Director of Health and Wellbeing,
Public Health England
“Turning the tide of inactivity highlights the complexity and breadth of the physical inactivity challenge and has to be a central platform of public health efforts. It has been followed by a national cross-government commitment through Moving More, Living More to go further and faster on increasing physical activity.
Physical activity is undertaken across communities in a range of ways, from walking and cycling, through fitness, leisure and play to structured amateur and elite sport. We need to embrace and support this diversity through cross-sector collaboration. Public Health England (PHE) is partnering with national and local organisations to reduce levels of physical inactivity and the associated health, economic and social burden on local communities. Local government can develop and lead the approach across communities to reduce physical inactivity.
Health clubs and leisure centres can be the leaders of the movement to promote active lifestyles and embed activity into daily lives. There has to be a shared responsibility to drive the active agenda forward; I believe everyone can play their part. PHE is leading the development of a National Implementation Framework for Physical Activity in England which is drawing together evidence and case studies from across the country to help develop a tool that can truly delivery this whole system approach. People and organisations can input to the Framework and we will also be working with ukactive to deliver a series of regional events over May and June to engage with local stakeholders.
I’m passionate about making a difference to people’s lives through making the public healthier. Turning the tide of inactivity has revealed the evidence and allowed us to understand the scale of the problem. To move forward, we need to use the case studies within the report – as well as other examples of best practise – to implement practical ways of making a difference.”
"There has to be a shared responsibility to drive the physical activity agenda forward; everybody can play their part in it"
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