Government tackles childhood obesity with Change4Life 'revolution' » Central Government » 24dash.com

A massive effort is required to wake up parents to the risk of their children growing up obese, Health Secretary Alan Johnson warned today as he announced plans for a nationwide "lifestyle revolution".

Supermarkets and gyms are among more than 12,000 businesses, charities and local groups who have agreed to promote healthy living as part of the Government's "Change4Life" programme.

It is designed to halt a weight problem epidemic that threatens to leave 90% of youngsters at risk of obesity-induced illness and cost the NHS £50 billion a year by 2050.

But research for the Department of Health found most parents were blind to the reality, with almost nine out of ten failing to recognise that their children were overweight or obese.

"The message that we received from parents was clear: we recognise that obesity is a big problem, but it's not our problem," Mr Johnson said.

"The aim of Change4Life is to help parents understand that obesity is a problem for all of us and that it causes severe illnesses and premature death.

"Finger wagging and lecturing won't work, that's why Change4Life is designed to be supportive and helpful."

Mr Johnson hopes to persuade the whole country - from multinational firms to grassroots community groups - to "help mums, dads and families eat well, move more and live longer".

Local initiatives such as healthy food promotions, walking campaigns, cycling groups and free swimming for the under 16s and over 60s will be backed up by a £75 million taxpayer-funded advertising campaign.

The Department of Health said it had already struck "unprecedented" agreements with supermarkets Tesco and Asda to offer cut-price healthy food and run in-store promotions.

ITV is to run a series of programmes tracking viewers' efforts to switch to healthier lifestyles, food giant Kellogg's is supporting breakfast clubs in poor areas and sponsoring swimming schemes and drinks manufacturer PepsiCo will use sports stars to advertise the benefits of "active play", it said.

The Fitness Industry Association will also offer free trial gym memberships next summer but Mr Johnson appealed to every company boss in the country to take part.

"Obesity is the biggest public health challenge the country faces. If we don't take action now we will condemn our children to reduced life expectancy.

"That's why we are aiming to create a lifestyle revolution that will help families to eat well, move more and live longer. We can't start a revolution on our own - we need everyone from grassroots community clubs to multinational companies to join us.

"Ten million people visit their corner shops every day and 36 million shop at Asda and Tesco each week - the fact that grocers and supermarkets are on board means we can really influence what goes into our shopping trolleys.

"It's unprecedented for supermarkets to join the Government and pledge to cut prices on healthy food. But this isn't an exclusive club. Anyone who promises to help families to be healthier can join.

"I am today challenging every CEO of every company who can influence what we eat and how we exercise to come forward and tell us how they are going to help beat this national epidemic.

"Obesity affects us all so everyone must get involved."

The research carried out by the Department as it developed the new strategy uncovered a worrying lack of awareness among parents of the extent of the problem and the potential repercussions.

Just 11.5% of those with overweight or obese children recognised the fact and only 38% of adults know that obesity could lead to heart disease and only 6% that there were links to cancer.

Many families "use snacks as rewards, as fillers during times of boredom and to appease conflict", the research found and parents also tended to believe that they bought less unhealthy food and that their offspring did more exercise than was the case.

The main barrier to healthy cooking at home was a lack of knowledge, confidence and skills, it found, a point made to MPs last week by celebrity chef Jamie Oliver who wants nationwide lessons.

A "Business4Life" coalition of major firms, led by the Advertising Association, has committed £200 million worth of promotion over the next four years.

The Association's chief executive Baroness Peta Buscombe said: "Businesses must be part of the solution to tackling obesity in the UK. By harnessing the immense talents in this country in advertising, marketing and media, we believe we can make a real difference and bring about real change.

"Through this coalition, we are all making a strong statement that we are committed to working with Government and the voluntary sector to transform the health of the nation and be a force for good."

The announcement came after the Government unveiled the nine areas of England being made "healthy towns" which will pilot initiatives designed to encourage healthy living.

Manchester, Halifax, Thetford, Portsmouth, Tower Hamlets, Dudley, Middlesbrough, Tewkesbury and Sheffield will share in a £30 million programme fund.

Ideas being trialled include a loyalty card allowing individuals to earn points by buying healthy food and taking part in exercise which can be redeemed for free sportswear or games equipment.

Other ideas include redesigning town centres to encourage walking and cycling, a grow-your-own fruit and vegetable scheme for social housing tenants, the creation of urban gardens in areas hit by last year's floods and a "cycle-recycle" project to help people learn to ride and look after their bikes.