Obesity currently costs the NHS an estimated £457 million a year. With this in mind, the government is working with stakeholders, retailers and community groups across Scotland to try to inspire and support parents and their families to make changes to how they shop, cook and eat, with the aim of improving their health.
The programme has been designed to support families in particular, as research shows that tight budgets, fussy children and a lack of time are the main barriers standing in the way of maintaining a healthy lifestyle. From top tips on dealing with fussy eaters to simple, quick recipes that won’t break the bank, all materials aim to support and encourage parents or guardians to make healthier choices for themselves and their families.
The campaign includes adverts on TV, radio and in the press, a dedicated website, http://www.eatbetterfeelbetter.co.uk, a social media campaign on Facebook and local community campaign work.
The Scottish Government is also working with a large number of retailers on the campaign to help deliver communications at a store level, involving roadshow activity that will include giving helpful advice to shoppers on how to buy and cook heathier food for their families.
To request a stakeholder pack and to find out how you can support the Eat Better Feel Better campaign, please email healthierscotland@webershandwick.com