Public Health England's One You health campaign targeting over 40s

One You Health campaign targets over 40s

Unhealthy middle-aged people must improve their lifestyles if they want to enjoy a healthy retirement, a new government campaign is warning. Public Health England's One You campaign is urging the over 40s to drink less, exercise more, eat better and give up smoking. It is the first national campaign to specifically target this group. Currently more than two-fifths of those aged 45 to 64 are living with an illness or disability in England. 

Everyday habits and behaviours - such as eating too much unhealthy food, drinking more alcohol than is recommended, continuing to smoke and not being active enough - are responsible for around 40% of all deaths in England, and cost the NHS more than £11 billion a year. One You encourages people to reappraise their lifestyle choices, put themselves first and do something about their own health. It reminds people that it’s never too late to improve their health - making small lifestyle changes such as eating well, drinking less alcohol, quitting smoking or being more active can double your chances of being healthy at 70 and beyond.

The campaign encourages adults to take part in a free online health quiz, called ‘How Are You’, to identify where they can make small changes. The quiz provides personalised recommendations and directs people to tools and advice created by experts to help them take action where it’s most needed. You can take the quiz here and view the One You website here.

PHE has also joined force with a number of partners, including the BBC Get Inspired brand, Asda - which will be providing free blood pressure checks - and Slimming World - which is providing discounted access to its schemes. The campaign will be promoted online, on TV and through a national high street poster campaign.


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