Green Shoots of a Healthier Britain

25 Million Britons to Take Greater Shared Responsibility for Health

LONDON, September 6, 2010 - The green shoots of a healthier Britain are today revealed, with almost
half of adults claiming they are prepared to take on greater shared
responsibility for their own health. In a sway of New Year's Eve style
resolutions, a report suggests that 25 million adults accept their role in
looking after their own health, signaling that we've reached a tipping point
in accepting greater shared responsibility.

The latest Bothered Britain Report, commissioned by healthcare provider,
Simplyhealth, reflects the attitudes of the nation. Following weeks of debate
around the proposed Government 'shake up' of public health provision and
financing, concern about the future costs of managing health and illness
appears to be fuelling the move, with 54% citing it as their main motivation
for reassessing their lifestyle. Despite these financial concerns, of the
people currently claiming to fully understand the proposed changes to
Government healthcare policy (35%), three quarters (75%) believe the 'shake
up' will ultimately have a positive impact on the country in the long term.

Established, independent health policy analyst and social commentator,
Roy Lilley, says:

"This report shows that people are starting to understand the role they
need to play in managing their health, which can only be encouraging news for
a Government that is busy reshaping the NHS around wellness and not sickness.
Years of public health campaigns have bombarded us with messages around
nutrition, smoking, and alcohol and perhaps now, in light of the greater need
to protect our health system, they are finally getting through."

James Glover from Simplyhealth says: "It's encouraging to learn that
individuals and families are starting to make small lifestyle changes that
essentially made a big impact on a person's overall health and wellbeing. Our
research has found that 71% of people are doing more exercise and 67% are
eating more healthily. It's great that individuals are taking these steps as
prevention is much more effective than simply trying to cure."

From a regional perspective, the north south divide appears to be alive
and well, with the North East (60%), Northern Ireland (58%) and Scotland
(58%) taking the top three spots when it comes to taking on more
responsibility. This is echoed in the list of top cities pledging to take on
a more active role in managing their health, with Newcastle (60%) and
Edinburgh (60%) leading the way.

As well as individuals claiming to be ready to adopt healthier
lifestyles, the report suggests we are continuing to become more health
savvy, with the internet playing its role as both a research and information
sharing channel. Online self diagnosis is most popular among 16-34 year olds,
with 29%, and the GP is the first port of call for 43% of those over 55
years.

In the overall list of people's current priorities, individual health
(64%) and the health of our families (62%) still lead the way, closely
followed by career (23%). Surprisingly, we put our appearance (16%) on the
same level as our house (16%) and our reputation as a nation of animal lovers
remains intact, with 12% of people putting the health of their pets above the
health of their friends (9%).

Roy Lilley concludes, "This research is something that government should
build on with positive communication, as well as an infrastructure that
encourages, rewards and motivates an already keen public to realise these
good intentions."

The Bothered Britain Report is launched today (6 September 2010) as part
of Simplyhealth's Bothered Britain Week (6 - 12 September) and is available
to the public via www.simplyhealth.co.uk.

Notes to Editor

    - The Bothered Britain Report as well as interviews with Roy Lilley, case
      studies and a spokesperson from Simplyhealth are available upon request

    - The research for the Bothered Britain Report was carried out online by
      Opinion Matters between 23 July 2010 and 29 July 2010 amongst a panel
      resulting in 1,016 worker respondents and 257 HR Managers. All research
      conducted adheres to the MRS Codes of Conduct (2010) in the UK and
      ICC/ESOMAR World Research Guidelines. Opinion Matters is registered with
      the Information Commissioner's Office and is fully compliant with the
      Data Protection Act (1998)

    About Simplyhealth:

    - Previously known as HSA, BCWA, LHF, HealthSure and Totally Active, our
      family of health companies have joined together over the last eight
      years to form Simplyhealth

    - At Simplyhealth, we have been providing healthcare solutions for nearly
      140 years, dedicated to serving our customers through a variety of cash
      plans, dental plans, private medical insurance, healthcare trusts and
      mobility and living aids

    - Simplyhealth is a trading name of Simplyhealth Access, which is
      authorised and regulated by the Financial Services Authority

    - As of December 2009, Simplyhealth had 1.3 million customers providing
      cover for some 2.3 million people

    - Simplyhealth is committed in its constitution to making a positive
      impact on its communities. Each year, we help health related charities
      and causes to the tune of at least GBP1million

Marlon Bouman - mbouman at pegasuspr.co.uk +44(0)1903-821-550