When the government’s Change4Life scheme launched last November, those of you with elephantine memories may recall that I was faintly sceptical as to what the initiative could actually achieve.
In fact, the Change4Life plan has attained high visibility levels - anecdotally, it seems plenty of people have heard of the scheme and have seen it advertised on television. The initiative has obviously proven to be of real value to local retailers in the North East, where it was trialled, and this week’s announcement that it is to be rolled out throughout England is testament to the increased sales of fruit and veg recorded in participating stores. However, how much of this produce is actually eaten once it passes over the shop threshold has not been measured.
While the fundamental message of Change4Life is highly commendable, research has shown time and again that health messages are not what the public wants to hear. People know what they should be doing, but that doesn’t mean they will actually do it. I am not sure how the Change4Life campaign fits in with similar messages, such as 5 A DAY, but it would be good if there was a greater sense of cohesion among such schemes, so that their meaning is not diluted. A new approach that makes the healthy living agenda less preachy and more fun is crucial if real change is to be effected.
I suppose I am still faintly sceptical after all.