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£1 for a pound: NHS to pay the obese to lose weight
By Mail Online http://www.dailymail.co.uk/news/article-1196964/1-pound-NHS-pay-fat-fighters-lose-weight.html
Published: 03/07/2009Men 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 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 financial 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 Basidon council
The pilot scheme follows a recommendation in a government report last year to tackle the obesity timebomb using a series of measures such as compulsory cooking lessons in schools, but also financial incentives.
