Aviva, the first insurer to sign up to Change4Life, will now support it through its MyHealthCounts service that helps people take simple steps to lead a healthy lifestyle, echoing the Change4Life initiative.
Since July, the insurer has promoted Change4Life through its UK Athletics grassroots programmes. It will now support the new 'swap it, don't stop it' adult messages that promote eating and physical activity behaviour changes. This fits Aviva's ambitions to not only provide products to support customer health, but to positively change people's behaviour and attitudes to health.
Heather Smith at Aviva says, "The health of the nation is a crucial issue. We are aware of the impact of lifestyle choices and lack of awareness on people's long-term health."
Change4Life is a movement bringing government, community groups, health workers, teachers, and businesses together. Its goal is to help everyone eat well, move more and live longer.