Plans for a new pilot to help people exercise more and eat
better are being laid out today (Wednesday 7 July), as the
government looks for a partner to help run the scheme.
As part of our world-leading healthy weight strategy, the
new scheme will explore the best ways to incentivise adults
to make healthier choices.
Obesity related illnesses cost the NHS £6 billion a year
and the scale of the challenge has been highlighted by
COVID-19 disproportionately affecting people who are
overweight. With almost two-thirds of adults in England
living with excess weight or obesity the programme will
focus on incentives and rewards for healthy behaviours,
including increasing physical activity and eating better to
support people to live healthier lives.
The successful supplier will partner with a range of
organisations who can provide incentives which may include
vouchers, merchandise, discounts, and gift cards to reward
people for making healthy choices.
The six-month pilot is expected to launch in January 2022,
and today the government has announced an open tender for
the Health Incentives programme.
Public Health Minister, , said:
This government is committed to improving the health of
everyone and we want to make it easier for people to
increase their physical activity and eat better.
The Health Incentives scheme will help us understand the
role that rewards and incentives could play, in helping
people lead healthy lives. This aims to help level up the
health of our nation. This scheme further demonstrates
the dedication in our strategy to encourage people to
lead healthier, happier lives.
There are promising international examples of health
incentives programmes, such as Singapore’s National Steps
Challenge, and the government is looking to understand the
value of these programmes to inform what can be achieved in
England.
Sir Keith Mills, who has pioneered reward programmes
through Airmiles and Nectar points, is advising the Health
Incentives programme and will support the government in
leveraging the very best innovation in the public and
private sector to test the role that rewards and incentives
can play in encouraging healthier behaviours.
Sir Keith Mills, advisor on the Health Incentives Scheme,
said:
The Health Incentives scheme could be a vital tool in the
government’s plans to tackle health inequalities and
encourage healthier behaviours.
This is a fantastic opportunity for businesses, the
public and third sectors to come together and deliver a
new and exciting way of supporting people to healthier
habits. This is why we are calling for interested
partners to come forward with their innovative ideas and
help play a pivotal part in the government’s plans to
improve public health.
The government is now in the process of finding delivery
partners and is inviting interested parties to come
forward. The tender has been
launched on the government’s Find a Tender service and
Contracts Finder for a delivery partner to design and run
the Health Incentives scheme with the Department of Health
and Social Care.
The Health Incentives scheme was announced as part of a
£100 million package of government support to help those
living with obesity to move closer towards a healthier
weight and give them the tools they need to maintain this.
Evidence suggests that financial incentives can improve
rates of physical activity and inspire healthier eating.
The Office for Health Promotion - launching fully later
this year - will lead national efforts to level up the
health of the nation by continuing to support people living
with obesity, supporting mental health and promoting
physical activity.
Organisations interested in working with the Department of
Health and Social Care on the Health Incentives Programme
should get in touch via: healthincentives@dhsc.gov.uk
