Scottish Government's major social marketing campaign 'Take Life On'

2 June 2008

A high-profile Scottish Government campaign, 'Take Life On', aims to get people leading healthier lifestyles by following simple, achievable steps.

This £500,000 initiative will feature TV, radio and billboard adverts and a dedicated website, with the message that making small changes in our everyday lives will help reduce the risk of serious illnesses and leave us feeling good about ourselves.

The publicity material and website - www.takelifeon.co.uk - launched on 1 June and running until September, will provide tips about what to choose when eating out, how to fit in a recommended 30 minutes brisk walking five times a week, and having two alcohol-free days per week.

Shona Robison, Minister for Public Health, said: "The major message of Take Life On is that simple switches in our daily lives can make a real difference to our health and give us a feel-good boost.

"It doesn't mean making big sacrificies or cutting out pleasures altogether. Small changes like walking to work, aiming for at least two alcohol-free days per week or cutting down on crisps and biscuits by making switches to fruit or vegetables, all add up.

"As well as helping us feel more positive about ourselves, these easy steps can make a real difference to our health by helping to reduce the risk of serious conditions like heart disease, cancer and diabetes.

"It's also about recognising that, in real life, factors like being active, alcohol intake and diet are interrelated and that we need the right balance to feel healthy and happy as individuals. It's about taking life on, one step at a time."

This campaign is aimed at all adults, particularly in the more disadvantaged social groups who are most vulnerable to the chronic diseases associated with an unhealthy diet, alcohol consumption and inactivity.

A leaflet explaining the content and rationale of the Scottish Government's Take Life On campaign has been produced for health professionals. Download the Take Life On leaflet (PDF, 1Mb)

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