For decades now, we’ve been aware that obesity shortens lives by making us more susceptible to heart disease, cancer and type 2 diabetes. Obesity rates in the UK are high, with 7 in 10 men and 6 in 10 women overweight, or obese. A worrying number of children are now living with obesity even before they start school, a condition which is likely to have an impact throughout their lives.
Data gathered throughout the Covid-19 ‘peak’ in the UK demonstrates that there is a link between obesity and Covid-19 hospitalisation and deaths. Evidence cited by Public Health England shows that people testing positive with Covid-19, who are overweight, or living with obesity, are:
“These plans are ambitious and rightly so. Tackling obesity will help prevent serious illness and save lives.” Dr Alison Tedstone, Chief Nutritionist at PHE
Described as "one of the biggest health crises the country faces", the links to Covid have made obesity a priority for the present government. A new raft of measures has been designed to improve the health of the nation, lower the risk of Covid deaths for the population, and protect the NHS against a ‘second wave’.
The measures include a ban on TV adverts for unhealthy foods prior to 9pm, an end to ‘buy one get one free’ deals on unhealthy items, the listing of calories on menus, and a public comms campaign, including the use of apps, to encourage people to eat healthily, exercise and understand nutrition.
Having collected reactions from GPs to the government’s strategy, three distinct strands emerge:
Practical advice, like a free exercise programme that could be prescribed to people living with obesity, would be a great help. We know that people living in areas of social and economic deprivation are less motivated to lose weight, due to the range of anxieties they face each day. For them, simple solutions that cost nothing, presented in a familiar language, and in a format that is available to all, is by far the most effective approach.
LDA Research was set up in 2011 by Lucy Doorbar. The close-knit, core team now works with a global network of trusted associates. LDA carries out qualitative research for medical and pharmaceutical clients, medical comms agencies, health market research agencies, management consultants and advertising agencies.