Smoking cessation campaigns are predominantly targeted at the general population of smokers, and the highest prevalence group of 25-44 year olds in lower socio-economic groups (C2DE). We develop our campaigns with appropriate messaging for this group based on insights into their smoking behaviour, with additional campaign materials developed for communities where cultural factors affect the accessibility of these messages. There has been no evidence yet suggested by research that members of the Irish community in our target audience will be less receptive to the core national campaign messages, or experience accessibility issues. Individual PCTs that have substantial Irish communities within their catchment area may run targeted public health campaigns for this group.
On healthy diet and exercise, we will be rolling out a series of initiatives linking in with partner organisations across the public sector, the food manufacturing and retail sector and with voluntary organisations to support families to live a healthy life based on a healthy diet and increased physical activity. The Healthy Living strategy is about providing support when and where it is required and in a way that people will respond to.
The most extensive survey on behaviours of minority ethnic groups ever carried out in England was published in April 2006. The Health Survey for England 2004 interviewed over 6,000 adults from black and minority ethnic communities including Irish communities. The proportion of Irish adults who met the five-a-day recommendation was 26 per cent. of Irish men and 32 per cent. of Irish women compared with 23 per cent. and 27 per cent. of the general population.
On exercise the proportion of Irish adults who reported physical activity rates at the chief medical officer's recommended level of at least 30 minutes a day, five days a week was 39 per cent. for men and 29 per cent. for women compared with the figures for the general population of 37 per cent. for men and 25 per cent. for women.
A copy of the survey is available in the Library.