Rock legend Ozzy Osbourne and TV presenter Dermot O’Leary are among the stars who talk exclusively to FIT magazine – a groundbreaking NHS initiative aimed at getting healthy lifestyle messages across to younger men.
FIT has been published amid concern that younger men in particular simply ignore or throw away traditional NHS leaflets. Wandsworth Primary Care Trust is one of a group of PCTs across England piloting the magazine in a bid to communicate key messages about smoking, drink and drugs, healthy eating and sexual health to younger men.
In a frank interview, singer Ozzy warns lads: “Drugs are death”. He adds: “I am 55 years old and I am permanently, without a shadow of a doubt, living on borrowed time because of the drugs I’ve taken. I should have been dead by now.”
Dermot O’Leary, both of whose parents suffered from cancer, urges young men to check themselves regularly for signs of testicular cancer – the most common form of cancer in males aged 15 to 35.
FIT also contains important local health service information, such as where to find help to quit smoking, plus lots of tips to improve diet, reduce the risks of sexually transmitted infections and boost general fitness.
Wandsworth PCT produced FIT with the help of Dr Foster Ltd, the independent healthcare information provider. The magazine will be distributed free of charge through local retailers, colleges and clubs over the next couple of weeks.
FIT Editor Tom Whitwell said: “Younger men often think they’re invincible, so there’s not much point in trying to preach to them. What FIT does is convey important health information – but with some familiar faces and a few laughs thrown in.”
Helen Walley, Chief Executive of Wandsworth PCT, said: “We decided to produce FIT magazine with Dr Foster as we realise the importance of tailoring health messages to different target audiences. Younger men from disadvantaged groups are notoriously difficult for the NHS to engage with and FIT speaks to them using language and images that both inform and entertain them. We hope that targeting young men in this way will be a far more effective means of getting our health and wellness messages across than traditional NHS leaflets or campaigns.”
Rock legend Ozzy Osbourne and TV presenter Dermot O’Leary are among the stars who talk exclusively to FIT magazine – a groundbreaking NHS initiative aimed at getting healthy lifestyle messages across to younger men.
