A major new public health campaign has been launched to help families tackle overweight and obesity.

Currently in Ireland, one in four children is overweight or obese. START is a five-year campaign that has been developed with the input of parents, health professionals and community leaders. It aims to help families to get started on the path to a healthier future.

According to Safefood, which has developed the campaign with the HSE and Healthy Ireland, the campaign advertising ‘recognises the realities of daily parenting, how difficult it can be to change habits or create new ones, and how external factors can make that more challenging'.

As a result, START aims to help parents get started and build momentum by doing one simple thing each day, such as adding more vegetables to dinner or swapping sugary drinks for water.

The campaign acknowledges that parenting is tough, but it emphasises that healthier changes are necessary if children are to live healthier lives.

"This new public health campaign is all about starting families on the path to a healthier future. We all need to take practical steps every day to improve our own health and particularly that of our children. We also need to take steps as a country to turn the tide against unhealthy lifestyle behaviours, that have become common place and that are having a real impact on our children's health and wellbeing," commented the Minister for Health, Simon Harris.

The aim of the campaign, according to Safefood, is to build a ‘society-wide movement that will inspire and support parents to start building and persisting with healthy lifestyle habits'.

"We know that healthy eating, physical activity and healthy weight are important for our children's health and wellbeing both now and as adults. The habits and behaviours that support healthy lifestyles begin in childhood and are reinforced as we grow up in our homes, schools and communities," commented Sarah O'Brien, the HSE's national lead with the Healthy Eating and Active Living programme.

She noted that the health service has many opportunities to help support parents to make small changes that can make a big difference.

"As a partner in the START campaign, we will be working with our colleagues across services in hospitals and in communities, to ensure that all parents receive consistent, effective and timely information and support. We will promote the campaign resources and materials for parents and professionals and encourage professionals to talk with parents at every given opportunity," she explained.

Meanwhile, Safefood CEO, Ray Dolan, highlighted the key role parents have played in the development of this campaign.

"Parents have been part of our campaign development from the beginning and we've listened to them to understand the challenges of parenting. Through the campaign advertising, we hope to reflect the real lives of parents while also inspiring, empowering and supporting them to make a start.

"There is no easy answer to this. We recognise that parenting is tough but we know parents are tougher. This campaign encourages a ‘never fail to make an attempt' attitude. A half hour less of screen time daily is a win. Moving from two pieces of fruit and veg a day to three is progress," he said.

The campaign is focusing on seven key lifestyle habits:
-Reducing the intake of foods high in fat, salt and sugar
-Establishing water and milk as routine drinks
-Giving appropriate child-sized portions to children
-Including more fruit and vegetables across the week
-Increasing physical activity levels
-Limiting screen time
-Increasing sleep time.

To find out more about the campaign, visit makeastart.ie