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Lose by the pound to earn pounds
Unique initiative in UK offers shopping voucher for shedding weight.
- By Andrew Levy, Daily Mail
- Published: 23:26 July 3, 2009
London: Men and women are to be paid to lose weight in the first scheme of its kind in the UK.
They will be given a £1 (Dh6.1) shopping voucher for every pound they shed in the pilot project for some 100 volunteers.
Participants must be significantly overweight, and 'before and after' photo sessions will highlight the benefits of their efforts.
If the pilot due to begin in September is successful the idea could be rolled out across the UK.
However, experts warned that cash incentives could promote dangerous binge-dieting to gain the rewards but would not encourage long-term changes in eating habits and exercise.
The Pound-for-Pound project is an initiative between the NHS South West Essex primary care trust and Basildon Council.
Figures show that 25.8 per cent of the adult population in the area is obese, compared to a national average of 23.6 per cent.
Volunteers must have a body mass index (BMI) which shows they are overweight. They will be given advice on how to lose weight and told to return after three months for a weigh-in. There is no set BMI limit to qualify.
The vouchers they earn can only be spent on healthy goods such as fruit and vegetables.
Organisers of the project, which is being funded by Basildon Council, claim it provides better value for money than previous schemes including £75 a month gym memberships which are often not used.
Care worker Sarah Stanton, 36, who has signed up for the scheme, is 5ft 8in and weighs 14st 7lb, giving her a BMI of 30.9. A BMI of 30 or more is classed as obese. She hopes to lose 2st 7lb.
"I have gone on loads of diets before and they have not worked," she said. "I just want to get fit and healthy."
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