A lack of physical activity in the UK is leading to a death every 15 minutes, according to a new health warning.
The British Heart Foundation (BHF) has argued that these deaths could be avoided if people would simply take 30 minutes of exercise each day.
According to a YouGov poll, conducted for the BHF, a third of those between the ages of 50 and 64 believe they do not have enough time to exercise. Despite this, there is an overwhelming tendency to take part in inactive recreation when spare time becomes available.
The BHF has launched a new '30 a Day' campaign to tackle this problem, which will encourage people of all ages to take part in some form of exercise on a regular basis. Those above the age of 50 are the primary target, however, as these individuals are the most likely to suffer health complications associated with their refusal to exercise.
Sex, taking the stairs, swimming and gardening are all listed as viable strategies for taking 30 minutes of exercise, and the BHF will be sending out leaflets to hammer home this point.
"These deaths are avoidable and the solution is simple and achievable," said Dr Mike Knapton, director of prevention and care at the BHF.
"We can all make excuses, but at the end of the day it's up to individuals to make the change, to get up and to get active," he added.
According to the BHF, 30 minutes of moderate intensity exercise five times a week can half the risk of developing heart disease. The new campaign also stresses that it is not necessary to join a gym or a sports team in order to stay active. Moderate intensity activity should leave you feeling warm and slightly out of breath, but does not need to be massively strenuous.
Indeed, by splitting the 30 minutes into bouts of ten or 15 minutes, the exercise regime can become an unobtrusive part of everyday life. It can also fight against depression and allow people to remain independent as they grow older.
As broadcaster Angela Rippon observed: "Finding your own way to enjoy being physically active is key - be it dancing, swimming, long country walks - or whatever suits you. It's an investment in your future health, which you will never ever regret."
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