Eamonn Holmes and Dr. Hilary Jones LIVE in Birmingham to encourage 650,000 inactive adults in West Midlands to get brisk walking

Researchers from the Department have helped develop a new walking app for Public Health England (PHE) which Eamonn Holmes will be using today (Wednesday 6 September 2017).

• One You Active 10 campaign from Public Health England teams up with Boots to get adults across the country to do more brisk walking
• Eamonn Holmes and Dr Hilary Jones join people in Birmingham City Centre to walk their way to a free lunch, kicking off a series of opportunities in key cities across England
• Over 650,000 adults aged 40–60 (42%) in the West Midlands** do not achieve ten minutes of continuous brisk walking over the course of a month and are missing out on health benefits, according to a new evidence paper* from PHE.

Public Health England (PHE) and Boots have teamed up to offer the people of Birmingham the opportunity to briskly walk their way to a free lunch for one day only on Wednesday 6th September.

The activity is part of a wider One You Physical Activity campaign from PHE that encourages adults to build 10 minutes continuous brisk walking into their day as a simple way to improve their health. This is particularly aimed at those who have an inactive or low activity lifestyle and may find incorporating activity into their day challenging. The Active 10 app has been developed to show how much brisk walking a person is doing each day and how to incorporate more of it into their lifestyles.

In Birmingham City Centre on Wednesday 6th September, Eamonn Holmes and Dr Hilary Jones will take part in a Facebook Live video in conjunction with Hello! Magazine to show the nation just how easy it is to fit ten minutes brisk walking into your lunchbreak.

People are urged to arrive between 13.00 and 14.00 at the screen beside The Bullring Shopping Centre to be in with a chance of walking their way to a free Boots Shapers Meal Deal.

If you can’t make it down, tune into the Facebook Live activity hosted in partnership with Hello magazine at: https://www.facebook.com/hello/videos/10159352177830078/

Eamonn Holmes comments;
“We already know that exercise is good for our health but for the first time we’re seeing it really is about quality over quantity. You don’t need to be an Olympic athlete, if you can get your pace right. It’s been hard work starting to exercise after years of restricted hip movement. But since my hip operation, I am finding the confidence to move more with brisk 10-minute walks. Thankfully, it’s very easy and I achieve a lot in a short space of time Just tune in to the Facebook Live activity to find out more or come down, get walking and pick up your free lunch. Walking for 10 minutes to get your heart pumping faster makes all the difference to how you feel - both physically and mentally.”

Dr Hilary Jones said:
“Just ten minutes brisk walking is a small change to make to your daily routine. Walking during your lunch break is an easy way to weave more physical activity into your life and provides a huge amount of health benefits such as; reducing your risk of heart disease, cancer, stroke, dementia – the list goes on.”

All people need to take part is their mobile phone:

  • People can download the timer and map using the free event Wi-Fi or by logging onto Active10.co.uk. Details of the Wi-Fi will also be available on large outdoor advertising screens that have been donated to the initiative by media company Ocean Outdoor
  • Once logged on, they should follow the map, showing the route to the participating Boots UK stores at: 66 High Street, B4 7TA (first 150 lunches) and Boots within the Bullring shopping centre, B5 4BE (additional 150 lunches) which should be reached within 10 minutes
  • With help along the way from campaign ambassadors, residents will follow the map and complete a brisk 10 minute walk to Boots UK

People can also participate without a mobile phone. Upon arrival at the screen, they will receive a free time stamped map and will be awarded a paper coupon once they arrive at the participating Boots store to claim their free lunch.

The initiative follows the launch of data from PHE that revealed 6.3 million adults across the UK do not achieve ten minutes of continuous brisk walking over the course of a month, and are therefore missing out on important health benefits.1

Taking at least one brisk ten minute walk a day has been shown to reduce the risk of early death by 15%.2 A ten minute walk can contribute to meeting the Chief Medical Officer’s physical activity guidance of 150 minutes of moderate to vigorous exercise each week. This can lead to health benefits including a lowered risk of type 2 diabetes (by 40%), cardiovascular disease (by 35%), dementia (by 30%) and some cancers (by 20%).1

The free Active 10 app, which has already been downloaded by over 200,000 people, shows how much brisk walking you are currently doing and provides tips and encouragement on how to fit ten minute bursts of brisk walking into your daily routine. Search ‘Active 10’ to download it.

To participate in the Active 10 event without a mobile phone, participants will receive a free time stamped map upon arrival in Birmingham, and will be awarded a paper coupon once they arrive at the participating Boots store so that they can claim their free lunch.

* 10 minutes brisk walking each day in mid-life for health benefits and achievement of recommended activity levels evidence paper
** ONS mid year population estimates, mid-2016 https://www.ons.gov.uk/peoplepopulationandcommunity/populationandmigration/populationestimates/datasets/populationestimatesforukenglandandwalesscotlandandnorthernireland