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Principles Agency

NHS Calerdale begins local Change4Life campaign

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By The Drum Team, Editorial

May 12, 2011 | 2 min read

A new Change4Life campaign for NHS Calderdale aims to encourage people visiting pubs and restaurants in the area to consider a healthier lifestyle.

The three month ‘Nudge Nudge’ campaign by Principles will be aimed primarily at 45-65 year olds within Calderdale.

Gaynor Scholefield, public health manager at NHS Calderdale said: “This nationally-funded community initiative is nudging local people in the right direction to make healthier choices. We’re not asking people to forgo the treats often associated with dining out, but helping them to consider the healthier alternatives.”

Scholefield added: “The campaign highlights the calorific values of the food and drink people consume whilst out and about for a social drink or meal, or both. Even the smallest of changes can have a positive impact on their health and wellbeing. This could be simply swapping chips for a baked potato that has a third of the calories or a gin and tonic for a gin and slimline tonic that has 64 less calories.”

The campaign includes a three month competition which will see customers visiting participating pubs and restaurants sign up to the Change for Life campaign in order to be offered the chance of winning £100 of Halfords vouchers, a Calderdale MBC three-month Active Lifestyle membership for use across seven leisure centres in Calderdale, four weeks of organic fruit and vegetables from local Ingfield Farm Shop and an annual Eureka family pass.

Nineteen pubs and restaurants within the area are initially involved in the campaign.

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