Overview

• The 'Act Now, Age Better' campaign encourages 50–65-year-olds to incorporate regular physical activity into their routines to support long-term health and independence.
• Dame Helen Mirren, an ambassador for Age UK, emphasized the importance of embracing ageing and making small changes, such as walking or yoga, to stay active.
• England's chief medical officer, Sir Chris Whitty, endorsed the campaign, calling midlife fitness a critical preventive measure against frailty and health decline in later years.
• A Kantar poll revealed that 47% of respondents in the target age group feel they do not exercise enough, with health issues, lack of time, and feeling unfit cited as key barriers.
• Age UK aims to address these challenges by promoting simple, manageable activities and raising awareness about the benefits of staying active during midlife.