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Public Health England kick starts a healthy summer

Public Health England has launched 2 major campaigns to support the Better Health initiative, working with Disney and Sport England, as well as Olympic sprinter Iwan Thomas and Loose Women panellist Linda Robson.

Cutting down cuts my risk. Get help and support to lose weight at NHS.UK/BetterHealth. NHS. Better Health. Let's do this.

Running throughout the summer, the 10 Minute Shake Up campaign, in partnership with Disney and with support from Sport England, aims to encourage children to get more active. The campaign is using multiple channels to reach its target audiences, including PR, radio, digital display, social media and direct emails to consumers.

The campaign launch was supported by Olympic sprinter Iwan Thomas, a passionate advocate of getting kids active. A Disney sports quiz has been created, to help parents and children find sports and activities they might enjoy, throughout the summer holidays and beyond.

Alexia Clifford, Marketing Director for Public Health England, comments:

“The pandemic has led to many children being less physically active, and helping them get back into having fun while building good habits must now be an absolute priority. We’re delighted to be working with Disney, Sport England and cross-government partners like Department for Education (DfE) to provide children with activities that they can enjoy with their family and friends over the summer break, at home and via initiatives like the Holiday Activities and Food programme.”

Public Health England has also launched a campaign focusing on adult obesity, after insight revealed many people feel they have put on weight during the lockdown period.

Using TV, radio and digital advertising (see video), the campaign signposts people to the Better Health website and newly updated weight loss app. The website has a range of free tools, support and exclusive commercial partnerships to help people lose weight – many partners are running their own promotion activities to amplify the Public Health England initiative.

The adult obesity campaign is being supported by a high-profile PR campaign, which includes case studies to highlight Public Health England’s research revealing the high number of adults reporting weight gain in lockdown.

Alexia comments:

“Our new Better Health campaign builds on the insight that many of our target audience feel that they have put on a few ‘lockdown pounds’ and are keen to do something about it. We’re encouraging people to use the summer as a reset moment, highlighting the range of tools and support that are available to make a few healthy changes. Our NHS Weight Loss app, for example, has been downloaded over 1.3 million times, and academic evaluation has shown it can make a real difference in just 12 weeks.”

Linda Robson, actor and Loose Women panellist, is supporting the campaign by discussing her own challenges with weight during the lockdown period, along with comedy duo the Bald Builders.

Public Health England is an executive agency, sponsored by the Department of Health and Social Care. It exists to protect and improve the nation’s health and wellbeing, and reduce health inequalities.


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