A YouGov survey, published today, has found that almost a third of people polled stated a lack of time was the reason for their inactivity, and that 30 minutes of activity a day will stave off heart disease and other illnesses.
The campaign underlines the idea that simple everyday activity counts as exercise. It features three executions, one with a man in a swimming pool with a lawnmower with the words swimming and gardening highlighted, while other phrases such as "Taking the stairs, walking the dog, dancing" also feature.
Another ad features a man washing his car, using his Yorkshire terrier as a sponge, with the words, "walking the dog" and "washing the car", brought to the fore. A third ad has a naked middle-aged man holding a woman in a one-piece swimming costume, with the words "sex" and "swimming" highlighted.
As part of the celebrity-backed campaign, the BHF is sending 2.5m leaflets to households across the UK, and the campaign posters, created by Farm, will go up on more than 2,000 billboards across the UK.
Celebrities such as Angela Rippon, Michael Palin, Gloria Hunniford and Lesley Joseph are backing the campaign. Comedian Michael Palin reveals how he keeps fit: "For the past 25 years I've tried to run regularly, say three times a week. I only run against myself, so I don't have to be too competitive. It keeps me in shape and clears my mind as well."
Dr Mike Knapton, director of prevention and care at the BHF, said: "It's an alarming thought that inactivity kills someone in the UK every 15 minutes. These deaths are avoidable and the solution is simple and achievable. 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. Just 30 minutes a day can make all the difference, and it can be fun."
The BHF, working with the National Coalition on Active Ageing, is urging the government, health professionals, employers and the fitness industry to work together to help those over 50 get active. MPs will be presented with a policy "blueprint" outlining the challenges and recommended targets at the Houses of Parliament on Wednesday April 25.
BHF appointed Farm in February to create its "Grey" campaign. The charity never retains an agency and prefers to choose a different agency for each campaign to keep its advertising fresh. The charity is known for using hard-hitting campaigns and its last outing featured a man with an invisible belt restricting his chest. The poster ad was created by TBWA\London.
People are urged to visit the campaign for practical ways to be physically active.