ABSTRACT
We were faced with a challenge: The Pulse of Wales showed that approximately 43 per cent of people in Wales were overweight or obese. Yet in the clinical survey results, where clinical researchers weighed and measured individuals, it was found to be almost 50 per cent. This was shown to be well above the national average.
At any one time it is estimated that approximately 65 per cent of the population are on some form of diet to help them lose weight, yet they seem to get nowhere on a permanent basis.
For two years the Heartbeat Wales Nutrition Programme (HWNP) dealt specifically with promoting healthy eating in the community. However, when the clinical results emerged there was a need to address this target group specifically. It was also a ‘new face’ on which we could promote the healthy eating messages which were in danger of losing impact.
As a result the Lose Weight Wales (LWW) campaign emerged. This had to create public awareness of the problem and then encourage and support individuals and groups to do something about it. It also had to clarify that we were promoting a healthier way of eating on a permanent basis. We sought to address our challenge and achieve our objectives in a variety of approaches involving industry and commerce, as well as the health sector. This was as part of an overall health promotion package for the people in Wales.
