Vitality launches 'Everyday Athlete' campaign

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Vitality launches 'Everyday Athlete' campaign

Vitality has launched an ‘Everyday Athlete' campaign - aiming to inspire people to make small changes to everyday behaviour to realise long term health improvements.

As part of the campaign, Vitality analysed 6,600 members over 12 months- findomg that previously sedentary members who increased their activity levels to the government recommended 150 minutes a week saw their life expectancy boosted by three years (3.1 years).

The research was calculated through analysis of each individual's ‘Vitality Age', an aggregate measure of wellness that evaluates the gap between physical body age and actual age.

Meanwhile, the insurer's multi-channel campaign, which launches today (Monday 13th June) includes national TV and press advertising.

The TV advert will show a range of ordinary people doing everyday activities, such as walking up the escalator rather than standing, which can make a big difference to their overall health.

Vitality Ambassador Jessica Ennis-Hill, who is supporting the campaign, said: "Being an Everyday Athlete doesn't mean you have to run a marathon or climb a mountain, it just means changing everyday behaviours such as walking up the stairs rather than taking the lift, or getting off a bus stop or two early to walk the rest of the way to where you want to go.

"This campaign shows how easy it is for people to make small changes that can really benefit their short and long term health."

Neville Koopowitz, CEO of Vitality, said: "It is extremely encouraging to see how people can increase their life expectancy through moderate increases in activity levels.

"Motivating and then rewarding people to exercise results in lasting health improvements, which is why we have launched this campaign. We believe everyone has the potential to be an Everyday Athlete."

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