Eric urges Australians to Swap It, Don't Stop It!

The Australian Government has launched its 'Swap it don't stop it' advertising campaign ï¾ a call to make easy, small, healthier lifestyle choices to reduce the risk of illness and disease.
Launched on 13th March 2011, the campaign appears to have not been aimed at fitness and activity providers or the fitness and leisure media. Australasian Leisure Management is the first fitness and leisure media resource to report on the campaign ï¾ over two weeks after its launch!
'Swap it don't stop it' features Eric, a likeable but overweight animated blue balloon character.
On television, in print and on the radio, Eric will urge Australians to make some simple lifestyle changes to become healthier ï¾ for example, to swap big for small (portion control); swap often for sometimes (occasional treats); swap fried for fresh (nutritional quality); swap sitting for moving (physical activity); and swap watching for playing (physical activity).
Federal Minister for Health and Ageing Nicola Roxon explains "this campaign has a practical focus -following the awareness raised by the Measure Up Campaign - it encourages people to make practical choices in their everyday lives to improve their health.
"Losing weight doesn't have to be hardï¾those little decisions made in the supermarket aisles, in the kitchen or when playing with the kids, can make a real difference.
"While the campaign urges all Australians to become 'swappers,' it is particularly directed at men and women 25-50 year olds with children.
"Some practical examples that the campaign encourages include swapping the escalators for the stairs or swapping white bread for wholegrain.
"The cost of obesity is not only a personal one but also a huge drain on the nation's economy. In 2008 alone, obesity cost Australia a massive $58.2 billion.
"Obesity is the cause of almost one-quarter of type 2 diabetes and osteoarthritis around one-fifth of cardiovascular disease and colorectal, breast, uterine and kidney cancer.
"The Australian Government has made a record investment in stopping preventable diseases including establishing the first Australian National Preventive Health Agency. The Agency will lead the fight against preventable diseases through targeting obesity, along with alcohol, tobacco and other substance abuse.
"'Swap it don't stop it' is part of a concerted, comprehensive approach by this Government to provide unprecedented support to keep people healthy and out of hospital. This will improve the lives of Australians and reduce the pressure on our health and hospital system."
Swap It resources have been developed to help people learn how to become a 'swapper'. These resources are available from the Swap It website and include:
ï¾An iphone app that allows users to choose from a range of food and physical activity swaps. Users can track your progress, use an ingredient planner, create your own shopping list and find activities nearby;
ï¾A 12-week planner to help you plan and monitor your eating and physical activity;
ï¾Brochure;
ï¾Posters;
ï¾Fact sheets.
'Swap it don't stop it' appears to be another Government fitness and activity campaign developed without industry consultation.

http://www.australia.gov.au/swapit