At Home with Dr Christian Jessen - 36

doing that. What we're good at is
picking up on things early, and we
treat conditions well. We're on a
par with Europe for that. But where
we fall down is that the public don't
look after themselves as well as
they do in Europe. What can we do
about it? Incentivise people to take
responsibility for their own health,
maybe - but I don't know how!'

Carrot vs stick

In fact, Dr Christian's latest TV
show, Weighing Up The Enemy, (see pg
179) was all about incentive and
motivation. Two overweight people
were pitched against each other to
lose the most weight. So far, nothing
new there. However, both people
were picked because of their very
opposing views on a subject they feel
passionate about - such as an animal
lover versus a hunter; and a psychic
versus a sceptic. The twist was that
the person who lost the least weight
had to hand over their hard-earned
cash to his or her nemesis for their
cause - which is the polar opposite
of what they believe in!
'This show is replacing Supersize vs
Superskinny,' says Dr Christian. 'We've
done seven series of that, which is a
lot, and we wanted to end on a high.
'The concept of this new series
is brilliant. It came about from a
Yale university study in the
US looking at the carrot
and stick techniques,
and which works
better to motivate
Dr Christian's
people to do
health rules
things. Should
you incentivise
'ALWAYS HAVE LOTS
or punish them?
OF COLOUR ON
The study found
YOUR PLATE - AND
if you punished
people with a
I DON'T MEAN
financial penalty,
M&Ms!'
some 80% would
stick to what they
were doing. But if the
cohort was offered a reward, only
60% would stick to it. It's how the law
works. If you're bad, you'll be
punished. And it works.
'Weighing Up The Enemy is not a
diet show - there's no dietary advice.
It's all about finding motivation.
Two people with completely
opposing views, who don't much
like each other's lifestyles, have to
put forward money. If they don't
036 | MARCH 2015

lose weight and stick to their diet
goals, they lose their money to the
opposing side. My message is not
about diet this time, but about the
reasons why people fail and give up.
We offer powerful motivators to get
you to stick to a diet.'

Overweight by design

Obesity is still big news in the UK,
and according to Dr Christian, the
problem is getting worse.
'I don't know what percentage
of the population were overweight
when my grandparents were young,
but now one third of the population
is overweight,' says Dr Christian.
'I don't believe it was even a fifth of
the population in the 1940s and 50s.
'We live in an "obesogenic" society,
which is designed to make people
fat. What's fascinating and also
frightening is that it's in our genes;
we're designed and destined to be
fat. Biology is very conservative - it
likes to save energy and reduce risk.
As humans, we don't inherently
want to run a marathon, because it's
not in our nature. It's unnatural, it's
energy inefficient, and it's costly in
terms of damage and energy use.
From nature's point of view, it's not
a sensible thing to do.
'What we're designed to do, from
hunter-gatherer times, is to sit in one
place, eat food when it's available
and store it as fat for the future. But
if you apply that to modern society,
where food is everywhere, then we're
in trouble. Humans haven't evolved
to cope with this situation, because
modern medicine has put a stop to
evolutionary change. We won't evolve
to stop storing fat, because medicine
is keeping us alive. So the problem of
obesity is only going to get worse.'

The obesity strategy

So what can we do about this
obesity crisis? Dr Christian sums his
strategy up in four words: educate,
legislate, advertise and operate.
'We need to start at the bottom
and start educating kids properly,
so it's ingrained and they change
their eating behaviour and learn
that they must move more,' he says.
'Then the government needs to
force changes to the sorts of foods
we eat, because we'll continue to eat
fatty and sugary foods, driven by our
genes. For example, I've just chosen

to eat croissants and pastries! I have
the power to make a choice but I
don't make the right one. That's
OK but only in moderation. The
government needs to start taxing,
but the question is: do you tax the
public or the manufacturers? I think
it should be the manufacturers, so if
they make unhealthy, high-sugar
foods, they get taxed.
'I was talking to an expert, who
has done a study on changing food
prices in recent years. They found
that unhealthy foods had gone up on
average 7p a year; but in the healthy
food group, prices had gone up by
17p. Generally, healthy food is three
or four times more expensive than
unhealthy food. You can do it - you
can shop around for budget healthy
foods, bulk buy, freeze batches - but
for your average busy mum, this is
impractical advice, and it's never
going to happen.
'My third point is to advertise,
because advertising works,' continues
Dr Christian. 'Advertise everywhere
with hard-hitting anti-obesity
campaigns. Look how successful the
anti-smoking campaigns have been.
They've been gross - fat oozing out
of cigarettes, horrible pictures of
tumours - and it's worked. We now
have the lowest numbers of smokers
than ever before. Hard-hitting antiobesity campaigns will get people
motivated to change.'

Under the knife

'Finally,' says Dr Christian, 'we
should operate. Bariatric (weight
loss) surgery for those beyond the
point of no return is money saving
for the NHS, and may just stop it
being financially crippled in the next
decade. And the operations are life
saving. It costs £5,000 to operate,
compared to £15-20,000 for drugs
and care for an obese person. It's
a no-brainer. In three years the
operation has paid for itself, and
means that an obese person won't
need carers, is able to exercise and
can come off the pills.
'The counter argument to this
is: why should we be paying for fat
people's faults? But if an extreme
sports enthusiast breaks their leg
sky-diving, and the NHS has to pay
for mending their leg, what's the
difference? If someone chops their
finger off gardening, it's sewn back



At Home with Dr Christian Jessen

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