Alice Miles
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They're not talking about me, are they, in that fatty campaign thingy, the one done by the Wallace & Gromit people? I'm not obese. This new government weight campaign, the one with the Stone Age people modernising and growing flabby, is for the fatties, isn't it, and we all know who they are. It's not going to work either, is it? Because the very people the campaign is aimed at will ignore it, won't they?
Well, yes, probably. Because the people it is aimed at really is you and me. Public-health campaigns such as Change4Life, launched last week, have the greatest effect if a large number of low-risk people change their behaviour; far greater than if the smaller number of high-risk people do. So, yes, it is you and me they are talking to.
That brings its own problems: while the benefit to society as a whole if lots of low-risk people eat slightly better is large in terms of savings for the NHS in future, the benefit to the individual is small. Which is why nearly all public health campaigns fail; and why I suspect that this one, all £75 million of it, will as well.
A man with the marvellous title of Winton Professor of the Public Understanding of Risk, David Spiegelhalter, of Cambridge University, last year analysed for the Royal Statistical Society the effects of a campaign to reduce alcohol consumption. He showed that a 20-year-old man drinking a “hazardous” four units a day who reduced his intake to the recommended safe limit of one per day, will gain 73 extra days of life, or 20 seconds for each pint not drunk - which may seem a poor return for forgoing the pleasure. While ministers and public health officials give advice based on what is good for society, Professor Spiegelhalter concluded, “individuals receiving that advice may, equally reasonably, choose to ignore it”.
We're tricky like that, we are - and we hate being told what to do by ministers. As the Government admitted four years ago, after a mammoth consultation exercise to decide what to put in a White Paper on public health, the overwhelming message was: go away.
“First, people told us that they want to take responsibility for their own health”, wrote John Reid, the Health Secretary at the time, after consulting 150,000 people in one way and another. Mr Reid was never a big fan of the bossy government agenda: “They were clear that many choices they made - such as what to eat or drink, whether to smoke, whether to have sex and what contraception to use - were very personal issues. People do not want government, or anyone else, to make these decisions for them.”
Those were the days. Hark at Alan Johnson, the present Health Secretary, last week: “If we do nothing, by 2050 we could be living in a Britain where two thirds of men and half of all women are clinically obese... That is why we are doing something about it NOW.”
The reason for the change (4Life) is that ministers have realised - and this happens every few years or so, hence the endless campaigns - that if the Government doesn't actively do something about public health, nobody else does either. The question is, when ministers do try to do something about it, do we listen?
For decades, doctors have been warning of an obesity “time bomb” and ministers have been launching healthy-eating campaigns - remember Virginia Bottomley's “three egg-sized potatoes a day”?
Under Labour alone there has been a White Paper on “healthy behaviours”, a “food and health action plan”, the “5 a day” fruit and veg campaign, a “choosing health” White Paper and last year, “Healthy Weight, Healthy Lives; A Cross-Government Strategy”.
Result: a great, fat zero. The nation's waistline has swelled with the list of public-health campaigns. When Mrs Bottomley was Health Secretary 13 per cent of men were obese and 15 per cent of women; in 2007 that had risen to 25 per cent of all adults. A third of children today are overweight or obese by the age of 11. It's our lifestyle: too many calories in, not enough exercise to burn them off. If present trends continue, by 2050, ministers expect levels of obesity to rise to 60 per cent in men, 50 per cent in women and 25 per cent in children, costing the economy £50 billion a year.
If we cannot improve our public health, the NHS will become unaffordable. Simple as that.
So, what to do? Health ministers claim to be trying something completely new: not just a public health campaign but “a lifestyle revolution”, no less, in Mr Johnson's words. Having persuaded food and supermarket companies to sign up, they plan to use “social marketing” techniques to penetrate the public consciousness.
Don't know what a social marketing technique is? Here's the scary thing - nor do they! If I could refer you to the website of National Social Marketing Centre - www.nsms.org.uk - you will see that the whole idea gets really boggy. The National Social Marketing Centre, you will learn, is a “strategic partnership” between the former National Consumer Council (NCC) and the Department of Health, set up two years ago after a report into the nation's health commissioned by the NCC, which recommended greater use of health-related social marketing, which is “the systematic application of marketing concepts and techniques, to achieve specific behavioural goals to improve health and reduce health inequalities”.
Which sounds to me like a public health campaign. And we know how effective those are...
When this campaign fails, and I hope it doesn't but I think that it will, ministers should be ready to legislate to force a change in behaviour. Smoking only dipped sharply when it was banned in public places.
Strict food labelling, sugar tax, treadmills... I don't know. The makers of Wallace & Gromit might be able to come up with an idea or two. Gromit doesn't have a mouth.
Alice Miles has been with The Times since 1999. She began as a Parliamentary Sketch writer before becoming a columnist, writing mainly on politics and national issues such as education and health. She won Columnist of the Year in 2007.
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It was a chance that was found
What are the chances of it being available to people at large?
Gordon Reed (UK)
Gordon Reed, Stockport, U.K
Overweight equals over-eating period! It is simple science. All these overweight people just delude themselves that they are not eating much. I live on just over £80 a week and get no benefits. I spend about £10 a week on food regularly, and then have a big shop (£25-30) to stock up occasionally
Peter, Manchester, England
I agree with Mike. Legislation to hit the companies making food with no nutritional value will have far more effect than trying to talk to individual consumers.
Morag, Maidstone,
Would be better spent providing WII fit consoles to everyone.
James Barrel, Goole, UK
so why don't they pass legislation on the companies who make the food so there is very little to eat that is unhealthy. There is still far too much fat, sugar and salt in most prepared foods which a lot of people eat.
mike, sheffield,
Try less sugar, less carbs - you'll find you'll eat less, spend less, feel better, and never have to go hungry on a "diet". Cook simple, quick meals, ditch pointless bloating salads. What you eat is much more important than exercise.
Merivel, London, UK
This is another way for Labour to try and look good showing they 'care' for the population, when in fact all they have done is cause more havoc for people. If they truly cared they would make healthy alternatives available for all and also provide assistance to those in need.
Victoria T, London , Uk
I own a fish and chip shop. We have a lot of customers who come in more than three times per week, some come in nearly every day. I have no idea what else they eat but the majority of them are not overweight.
Karen, Adelaide, Australia
John B, I am overweight due to high levels of a medication I have been given since I was a baby. I exercise at the gym 3/4 times a week, swim twice a week and have an active lifestyle but despite this cannot lose anymore weight than I have. Why should I be denied treatment from the NHS?
Ness, Inverness, UK
Alice, you really are a wicked cage rattler.
C.Brooks, Khobar, Saudi Arabia
Chris, it doesn't cost £80 a week per person to eat well: I'm a student and I spend mabye £20 a week on groceries. I live close enough to the supermarket to walk, which helps, but the basics (vegetables, pasta, rice etc) are quite cheap
chris, bath,
Labour want us all to be nice and slim and healthy. Not too slim! Just right. Of course they should have thought of that when they were allowing state schools to sell off their playing fields. Well of course we couldn't have children running around playing football and trying to beat each other.
John, Chichester, United Kingdom
And what happens when all these wonderfully expensive schemes fail to create a thinner nation? Internment at fat camps? Perhaps forced weight loss surgery for those who are "non-compliant"? Last time I checked, fat people pay taxes too, and can be fully-functional, rational thinking human being too!
Jeannine, Corsham, United Kingdom
I recall reading, in 2008, Lord Someone-or-Other summing up his book on his year of dieting and exercise - 'walk more, eat less'. Hard to disagree.
Neil, Jakarta, Indonesia
Use some of that 75M to subsidize healthy food costs. The only reason people buy junk is because it's cheaper. If it was the other way around you'd find more people - especially those on a budget - buying better food.
Andy Duffield, Eugene, USA
Eating properly costs, including the trips to the supermarket and back, in the region of £80 per week, per person. I'm struggling to survive on £250 a week all in. QED people will live on chips and processed foods high in salt and sugar.
Chris, Notts,
£75m - about two quid per tax payer. Every little helps - the gov destroy our way of life.
Dan, London,
Sports clubs would cost nothing if people didn't have to go under scrutiny to volunteer to run them. I am white single and 30 years old male. I coach football for free here in Japan on my weekends. At home I would fear being labelled as a child pervert. England has turned into a paranoid nightmare.
Ben, Osaka, Japan
Lamalooshe - London has free open spaces. Children do not need gyms. They need adults willing to supervise them or not to be too paranoid about a group of children playing outside. And, Ruth, if there is broken glass - aren't your children worth the effort of you clearing it out of their way?
Diana, derby, uk
I live in London. Gyms and healthy food are expensive. My children have no adequate place to exercise. What the British people need is practical Ideas that can work. Britain, especially London is far behind Europe in terms of accessible sports facilities, bicycle lanes. is food the problem?
Laamalooshe, London, England
Exercise makes you fitter but does very little to reduce weight.
The full length mirrors are a much better idea.
marting, Toronto,
What about actaully teaching people, particularly children, to cook? Who actually phased out domestic science classes at school?
Sue, Nottingham,
Why not force the food companies to stop producing food with additives, colours and the rest of the junk they pump into it.
Or on the other side, tax calories! Make Raw foods cheap in comparison to processed foods.
Patrick , Sydney, Australia
SEVENTY FIVE MILLION????
That's an awful lot of condescending nonsense.
Better to spend it on our Olympic cycling team & encouraging kids to get involved...
Tim, London,
Until 'healthy' foods such as fruit and veg are cheaper to buy than crisps, biscuits or crisps - it's very hard to encourage people to buy them. I have 3 children who eat huge amounts of fruit and veg and whilst this is great, I notice how expensive it is.
Janet Reilly, Shepton Mallet, Somerset
Can no-one make the leap and ask why we don't exercise? We are all ridiculously time-poor and no-one has time to prepare good food, let alone exercise. We all believe the streets are dangerous, so no-one walks. And who has the time to bike to work and shower before a long day at the desk? Get real!
Helen, Stornoway, Scotland
Another thing that never seems to be addressed are the very real links between poverty and obesity. If you are on a budget, high carb/saturated fat/sugar foods give you more bang for your buck in terms of filling you up. I'm not excusing poor nutrition but giving another reason for it.
MC, Chiswick, UK
In the states, the fitness centers are populated by fit people becoming more fit. Waste of money and time for treating the obese. The current economic down turn will be more effective and billions less costly.
peter, palmetto, fl, usa
Everyone knows that these campaigns are for the benefits of the advertising departments that all government departments now regard as so essential. I think the budget has trebled under Labour.
kerry livermore, London, England
Don't the 'experts' realise that the more they push 'healthy' high carb/low fat eating the fatter people get, the dogma doesn't work. They won't try anything else because they are scared to learn something different. Low carb WORKS - GUARANTEED.
ellen, inverness,
There were few obese people around during the War, and fewer in Ethiopia now. I remember queuing for food in Devon at the butcher's with my mother during rationing. One unpalatable answer would be to tell the nation that obese people will not have access to the NHS after, say, 2013..
John B, London, UK
Problem: we still don't agree what healthy eating is. The Low Fat road goes nowhere. Fat consumption has fallen but carbohydrate consumption has rocketed resulting in a pandemic of obesity, diabetes and heart disease. All are much easier and profitable (for some) to treat than to prevent.
Peter Haynes, Ilkley,
IF park were properly maintained, maybe people would leave the house once in a while. Who wants to go play on a rusting structure with broken glass underneath?!
Ruth, slough,
It's simple, privatise healthcare, then people can make and pay for whatever their lifestyle choices are. Oh no, then the Government can't run a huge, costly, inefficient bureaucracy, buy votes for themselves and have an excuse to stick their nose into our lives. Silly me!
Doug Bates, St. Albans,
Best use of government funds in this campaign is to put up full-length mirrors everywhere.
Rick Hepner, Salt Lake City, USA
Overweight people are unhealthy. Unhealthy people make bad decisions simple because thier body and mind are not in perfect condition. Thus the decision making process for unhealthy people creates social problems and environmental problems. Cultural change will bring about a solution to obesity.
Jim Wills, Brisbane, Australia
I agree, it really is that simple: provide safe, attractive, affordable leisure centres and really make a real difference or alternatively spend a great deal less on yet another publicity campaign that has no effect but allows the politician room to spin and pretend they are doing something.
Tina Taylor, london, England
What about actually providing safe and attractive sports and leisure centres that families can afford to use?
Penny, London,