Stuck in the middle (From Bournemouth Echo)

Stuck in the middle

7:00pm Tuesday 16th February 2010 in

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FOR many, middle-age spread is accepted as an inevitable part of getting older. But from this weekend, a new advertising campaign will challenge the 45 to 65 age group to shrink their spare tyres.

For tummy flab isn’t just unattractive, it’s also unhealthy as it is a major risk factor in cardiovascular disease.

Ministers are concerned that those in the middle-aged bracket are too set in their ways and lack the motivation to tackle the problem.

The new £2.7m campaign called Swap it, Don’t Stop It, aims to encourage them to become more healthy without having to radically change their lifestyle. They will be advised to make simple changes to help them lose weight with a series of suggested swaps, including taking part in sport rather than watching it on television or replacing chocolate with fresh fruit.

Bournemouth fitness instructor Kris Kann said that anything the government could do to get people more active was to be welcomed.

“I think the idea of making smaller lifestyle changes is a good idea, which is what I do with my clients, because if you make too many drastic changes too soon then it can put people off and they become discouraged.”

Personal trainer Sue Gorringe, based in Poole, agrees people do tend to get set in their ways as they get older. She is trying to drum up enthusiasm for her new kettlebells fitness class.

“People don’t like change and they’re not willing to try anything new so.”

But Tam Fry, an expert in obesity, said that public health advertising campaigns struggle to make an impact and the best form of advice is from health professionals.