Objectives:

• To provide people with information to assess whether their body size presents a risk to their health;
• To provide people with resources that will help them to monitor their food pattern and physical activity levels, and present options for change;
• To enable people to select appropriate choices from the five food groups from The Balance of Good Health to help them to achieve and maintain a healthy weight;
• To enable people to recognise the importance of regular physical activity for good health and a healthy weight.

Background:
During June 2002 the HPA supported the UK-wide Weight Wise campaign which was coordinated by the British Dietetic Association. The rising prevalence of overweight is an increasingly important health issue for Northern Ireland.

Recent statistics indicate that 45% of men and 36% of women here are overweight, and a further 17% of men and 25% of women are obese. Being overweight or obese puts health at risk. For example it increases the risk of heart disease, diabetes and certain cancers. Being overweight or obese also puts an extra strain on joints, which exacerbates conditions such as osteoarthritis and breathing difficulties. Being overweight or obese also increases the risk of infertility.

The campaign:
The campaign included the production of a leaflet with information on how to lose weight through sensible eating and increased physical activity.
A promotional poster was also produced.

Consumer messages
The main messages that were communicated throughout this campaign were as follows:

• being a healthy weight can help to keep you in good health;
• having excess body fat around your middle can be unhealthy for your heart;
• small changes can lead to big benefits;
• you should try to base meals around starchy foods such as bread, potatoes and cereals; eat plenty of fruit and vegetables; go easy on foods and drinks high in fat or sugar and watch your alcohol intake;
• using food guides such as The Balance of Good Health can help you to make wise food choices;
• be active to achieve or maintain a healthy weight.

Media:
Link to the press release on this campaign: 2002.