NHS Health Scotland
Outcome Indicators


o. Increased motivation to take up healthy living opportunities


Use incentives to support healthy living to encourage healthy eating and active commuting, and to discourage motorised transport [5]

 Related actions from Route Map action plan – energy consumption (1.1)

The Route Map encompasses a range of specific actions on energy consumption which are captured within the key themes of:

  • product reformulation

  • portion sizes

  • stocking policies

  • pricing including promotions

  • labelling & packaging

  • marketing and non-broadcast advertising;

  • and catering.

"We are working with the food and drink industry to progress a series of innovative projects action across all of these key themes.”

[Note: This action is further expanded within the Route Map in relation to the following:]

Working with retailers to target all promotional activity on food and drink towards incentivising eating for a healthy weight, including price promotions, vouchers, in-store product placement, direct mail marketing and multiple buy offers such as 2 for 1s.  This means

i. removing incentives for consumers to purchase high energy and energy dense food and drink, particularly incentives to buy these products in large quantities, e.g. bulk value pricing structures;

ii. introducing incentives for consumers to purchase lower energy and less energy dense food and drink options.

Related actions from Route Map action plan - energy expenditure (2.2, 2.4, 2.7, 2.9, 2.13, 2.14, 2.15)
Delivering the Cycle Action Plan for Scotland. This draft plan proposes that, by 2020, 10% of all journeys are made by bicycle.

Ensuring that in all our actions responding to the National Indicator (4) to reduce the proportion of driver journeys delayed due to traffic congestion we are promoting active travel, not creating incentives for greater personal car use for short and local journeys.

Applying robustly, in development plans and development management decisions, the priority order for personal travel opportunities (walking, cycling, then public transport, followed by the car and other means of motorised vehicles) as set out in Scottish Planning Policy (SPP).

Divert young people away from crime and disorder by getting them involved in sporting activities through the CashBack for Communities Programme.

Encouraging excellence and innovation in designing communities that incorporate a range of features that reduce car dependency, increase active travel and create attractive, accessible open spaces for recreation through the Scottish Sustainable Communities Initiative. The sharing of this innovation and practice will help improve the quality of Scotland's built environment.

Responding to people's concerns about the safety or convenience of active travel by using a diverse range of means including:

(i) expanding safe cycling and pedestrian routes to link key community destinations including public transport hubs, hospitals, supermarkets and centres of employment;

(ii) publicising the availability and benefits of local pedestrian and cycle routes and improving signage to popular destinations;

(iii) clearing up environmental dereliction such as poor lighting, vacant sites and animal faeces that discourage people from walking in their local neighbourhoods; and

(iv) using social marketing approaches tailored appropriately to audiences depending on their current levels of activity and motivation, with particular attention on those who are especially inactive or vulnerable in other respects.