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Campaign Background, Purpose, and Focus 153

FIGURE 7-1 Structure of the “Choose Health” Project
Courtesy of Daem S.p.A.—Buonristoro Vending Group

The Choose Health project was implemented in the province of Modena (in
the Emilia-Romagna Region, in the northeast of Italy) with approximately
670,000 inhabitants and 47 municipalities. In this territory, according to the na-
tional behavioral risk factor surveillance system called Passi, 35.3% of citizens
surveyed were reported as not being sufficiently active, 21.4% were completely
inactive, and 40% were obese or overweight (Centro Nazionale di Epidemiologia,
Sorveglianza e Promozione della salute [National Center for Epidemiology,
Surveillance, and Health Promotion], 2006).
To support the development of effective healthy lifestyle promotion activi-
ties in the province of Modena, the Local Health Unit (Azienda USL di Modena,
in Italian) has activated the Health Promotion program that includes coordi-
nated interventions in different settings, such as schools, workplaces, super-
markets and shopping centers, mass media, and fairs, in collaboration with
several public and private partners in the context of the Local Health Plan.
Choose Health was developed as a part of this program.