HPA campaign challenges women to step up activity levels

The Health Promotion Agency for Northern Ireland (HPA) today launched 'Every small step is a forward step', a public information campaign that challenges everyone, especially women, to increase their level of physical activity and reap the health benefits as a result.

Current research shows that 72% of women in Northern Ireland don't get enough physical activity and that almost two thirds of 25-44 year old women in Northern Ireland do not take the recommended levels of physical activity to benefit their health.¹,² The campaign is therefore focusing on women in this age range to show how physical activity can be incorporated into their daily life without too much change to their usual busy routine.

Nicola Browne, Senior Manager for Public Health at the HPA, said: "Women tend to have less leisure time than men as they take on the main responsibility for housework, looking after children and possibly caring for older family members, so time for anything else is very limited. Many women say they don't participate in regular physical activity because they feel too tired or believe that exercise will make them 'more tired'. However, a key message in the campaign is that being physically active will actually give you more energy and can make you feel less tired and less stressed.

"The campaign highlights how a few simple changes can bring big benefits to your health. You don't have to join a gym or spend money attending fitness classes. It is much cheaper and simpler than that. For instance, walking is a free and easy way to be more active. Take the stairs rather than the lift; get off a stop earlier on your bus or train journey or try walking the kids to school rather than taking the car. Being active with a friend by going swimming or walking together can be a more enjoyable and fun experience and make it more likely that you will keep it up."

Physical activity does not have to be strenuous nor does it have to take a long time. Recommendations currently state that 30 minutes at least five days a week will bring health benefits. The good news for busy mums is that this does not have to happen all at once and can be broken into two 15 minute sessions or three 10 minute sessions a day.

Nicola Browne continued: "Our bodies are designed to move, so we need to be active in order to keep them healthy. Being active has many health benefits including substantially reducing the risk of coronary heart disease, stroke, high blood pressure, diabetes and certain cancers. It also helps to control weight and body shape, which is a key incentive for many women, in fact, physical activity can lower the risk of becoming obese by 50% compared to people with sedentary lifestyles.³ Research has shown that being inactive is as bad for your body as smoking so it is vital the message is driven home that upping your physical activity is essential for everyone's health and wellbeing." ⁴

The campaign has a number of elements to encourage everyone to be active and includes television and radio advertising, Adshel poster advertising and a magazine, which will be distributed to GP practices, dental surgeries and with a regional publication. There will be competitions featuring giveaways for step counters and tape measures on the www.getalifegetactive.com website as well as in the magazine.

Also, as part of a drive to get everyone moving, the HPA will be running the Get active in the community cash grant awards scheme. This is the tenth year of the initiative, which encourages community and voluntary groups to participate in physical activity. Groups can apply for a grant of up to £500 and application forms can be downloaded from www.getalifegetactive.com. Completed forms must be returned to the Community Foundation for Northern Ireland by 4.00pm on Monday 7 April 2008.

END

Notes to the Editor:
Nicola Browne will be available for interview on 4 February at the HPA offices.

¹ Northern Ireland Health and Social Wellbeing Survey 2005/06. Belfast: NISRA, 2007.
² Northern Ireland Health and Social Wellbeing Survey 2001. Belfast: NISRA, 2001.
³ World Health Organization. Benefits of Physical Activity, 24 August 2007.
4 National Heart Forum. Monitoring the progress of the 2010 target for CHD Mortality: Estimated consequences on CHD incidence and mortality from changing prevalence or risk factors. London: National Heart Forum, 2007.