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UK Government scheme will reward people for exercising

By Tom Walker    12 Jul 2021
The government launched an open tender for the Health Incentives programme / Shutterstock/UfaBizPhoto
New pilot scheme will use financial rewards and other incentives to encourage people to exercise
The government has launched an open tender for delivery of its "Health Incentives" programme
The six-month pilot is expected to launch in January 2022
Sir Keith Mills is leading the development of the pilot

The UK government has unveiled plans for a pilot scheme, aimed at using financial rewards and other incentives to encourage people to exercise more and eat more healthily.

It has launched an open tender for the "Health Incentives" programme and the six-month pilot is expected to launch in January 2022.

The new scheme will explore the best ways to incentivise adults to make healthier choices, as evidence suggests financial incentives can improve rates of physical activity and inspire healthier eating.

Sir Keith Mills, who has pioneered reward programmes through Air Miles and Nectar points, is advising the programme and will support the government in leveraging the "very best innovation in the public and private sector" to test the role that rewards and incentives can play in encouraging healthier behaviours.

Sir Keith said: "The Health Incentives scheme could be a vital tool in the government’s plans to tackle health inequalities and encourage healthier behaviours.

"This is a fantastic opportunity for businesses, the public and third sectors to come together and deliver a new and exciting way of supporting people to healthier habits.

"This is why we are calling for interested partners to come forward with their innovative ideas and help play a pivotal part in the government’s plans to improve public health."

As part of the process of finding delivery partners, the government is inviting interested parties to come forward – details can be found on the government's Find a Tender service by clicking here.

The successful supplier will partner with a range of organisations who can provide incentives which may include vouchers, merchandise, discounts, and gift cards to reward people for making healthy choices.

The Health Incentives scheme was announced as part of a £100m package of government support to help those living with obesity to move closer towards a healthier weight and give them the tools they need to maintain this.

Public Health Minister, Jo Churchill, said: "This government is committed to improving the health of everyone and we want to make it easier for people to increase their physical activity and eat better.

"The Health Incentives scheme will help us understand the role that rewards and incentives could play in helping people lead healthy lives.

"This aims to help level up the health of our nation. This scheme further demonstrates the dedication in our strategy to encourage people to lead healthier, happier lives."

/ UK Sport
Pilot  exercise 
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