StepJockey poster
A government initiative called StepJockey is being launched today, with posters displayed on the staircases in public buildings and workplaces showing how many calories you would burn by not taking the lift, in a bid to reduce obesity levels in the UK.
Alongside the poster campaign, the government are also launching a StepJockey app where people can calculate how many calries they are burning each day by taking the stairs.
The initiative is based on the government’s “nudge theory”, in which people are subtly persuaded to make healthier decisions without a major top-down push. Research has shown that by displaying posters such as these on staircases, the number of people using the stairs rose by 29%, and the government are hoping to replicate these results on a much larger scale.
Speaking about the initiative, Lord Howe, minister for health, said:
It is really important that we all do as much exercise as we can to reduce the risk of preventable illness and lead longer, healthier lives. Tackling inactivity is one of the challenges facing the NHS today and one of the reasons why we have awarded StepJockey funding through our £50 million Small Business Research Initiative.
