New Physical Activity Campaign targets sedentary lifestyles

In response to the growing levels of inactivity, obesity and sedentary lifestyles in Ireland, Minister for Health and Children, Micheál Martin TD, launched a campaign last year to redress the trends that are impacting on the general health of the nation. 

Let it Go, Just for 30 Minutes is a new physical activity campaign, organised by the Health Promotion Unit and aimed at the 50 per cent of the population that does not engage in any form of regular physical activity.

Minister Martin said; "Inactivity damages health and is a serious risk to heart health.  Despite these dangers and the evidence that most people are aware that being active is good for health and well being, over half the population remains largely inactive. 

"We need to think seriously about the consequences of inactivity.  Heart disease, weak bones, obesity, diabetes and poor muscle development are just some of the conditions that can arise from leading a sedentary lifestyle.  These issues cannot be taken lightly and this campaign proposes to address the growing problem in Ireland, which to an extent, is a symptom of current lifestyles.

"Let me put the ethos of this campaign quite simply, we all need to be regularly active if we are to lead longer, healthier lives and reduce the threat of health risks such as heart disease and stroke."

The lifestyle trend in Ireland was identified in the recent National Health & Lifestyle Surveys (SLAN), which found that only 51% of the population reported engaging in some form of regular physical activity. In addition, obesity was identified as a growing problem, affecting 13% of the population and almost half the population reported being overweight.

The Campaign will be launched in two phases.  The first, will feature a series of TV and poster advertisements depicting every day events, such as watching TV or playing computer games.  The strapline ‘Let it Go, Just for 30 Minutes,’ is aimed at impressing upon the Irish population the need for regular activity – at least 30 minutes for adults - most days of the week.

The second phase, in October, will see the launch of a number of national and local initiatives, aimed at encouraging consumers to get active and demonstrating, through practical measures, the benefits that can be obtained from all levels of activity.

In addition, activity will focus on the distribution of materials such as leaflets and posters; media promotions; retail promotions and discounts; media announcements and events in which people can participate.