The NHS is set to reward people for walking 30 minutes a day under a new initiative designed to encourage healthier lifestyles and tackle physical inactivity across England.
Launching early next year, NHS England's "Marathon a Month" challenge will encourage participants to walk for around half an hour each day. Completing the challenge will amount to roughly 26 miles over a month, the equivalent of running a marathon.
Participants will be able to record their walks online or through smartphones and smartwatches. Those who successfully complete the monthly challenge will become eligible for rewards, including discounts and other incentives.
The scheme is being developed with former Olympic medallist Sir Brendan Foster, founder of the Great North Run, who said the aim is simply to get more people walking.
"I'm known for running, but the ambition here is far simpler. We just want people to walk," he said.
The initiative forms part of the government's 10-year health plan for England and is designed to encourage long-term healthy habits by tapping into "streak" culture, where people stay motivated by maintaining a continuous run of daily achievements.
The NHS will fund the initial launch, while longer-term plans include support from corporate and philanthropic partners as the programme expands.
Research shows physical inactivity is linked to one in six deaths, with around 12 million adults in England currently classed as physically inactive because they do less than 30 minutes of moderate exercise each week.
Sir Brendan said the programme aims to attract more than 100,000 participants. If achieved, it would become the largest marathon event ever held.
He added that walking for 30 minutes at least five times a week could give people up to four extra years of healthy life, while also reducing pressure on NHS services.
Health experts have welcomed the initiative. Sonia Pombo, Head of Research and Impact at Action on Salt & Sugar, said making physical activity "simple, achievable and rewarding" could encourage more people to become active.
However, she stressed that improving public health would also require stronger government action on prevention, rather than relying solely on individuals changing their behaviour.
Further details of the reward scheme, including the types of incentives on offer and how people can register, are expected to be announced in the coming months.
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