Australia Measures Up – national obesity campaign

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PDF printable version of Australia Measures Up – national obesity campaign (PDF 20 KB)

17 October 2008

The Rudd Government today launched the national Measure Up campaign to tackle obesity – a major weapon in the fight against obesity, aimed at saving lives.

The first TV ad will air on Sunday evening.

Measure Up encourages Australians to measure their waists. Measuring your waist is a simple check to tell if you are at risk of developing a lifestyle-related chronic disease.

For most Australians a waist measurement of over 94 centimetres for men and 80 centimetres for women means you are at increased risk of developing a chronic disease.

If your waist measurement is over 102 centimetres for men and 88 centimetres for women, your risk greatly increases.

Having excess weight around your waist is a likely sign of internal fat deposits around your organs. Where your fat is located can be an important sign of your risk of developing an ongoing health problem.

In other words, it’s not just about measuring your waist - what Measure Up is really measuring is risk.

The Measure Up campaign will arm people with the facts about their lifestyle choices and the risks they face – so they can do something about them.

It promotes the healthy choices that can help protect people from chronic diseases like obesity, beginning with physical activity and healthy eating.

The $30 million campaign includes TV, print and radio advertising, brochures, and promotions right throughout the community, including workplaces, shopping centres, GP clinics and community organisations.

The campaign is part of the Australian Better Health Initiative – a joint Australian, state and territory government program which aims to reduce the prevalence of risk factors for chronic disease, limit the incidence and the impact of these diseases and reduce morbidity and mortality rates.

The Rudd Government is serious about fighting obesity – but it is everyone’s fight. Tackling obesity will require every one of us to make an effort.

Measure Up is not about being judgmental. It’s about supporting people to make the right choices – choices that could literally save their lives.

For enquiries, please contact Ms Roxon's office (02) 6277 7220