Credits4Health: The 'Nudge' Towards Wellness

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Credits4Health (C4H) is run by a consortium that includes national and local institutions, businesses, non-profit organisations, universities and respected research centres. It works through an interactive platform created by doctors, nutritionists, experts in sports sciences and medical ethics, psychologists and also science and technology professionals, to provide a comprehensive health and wellness path with personalised tips and advice to guide you towards healthy eating and regular physical activity.

Phase one of the project is inspired by the "Nudge"^[1] concept and kicks off today with an estimated 450 participants to be selected by 31 December 2014 from Italy (Florence and Salento), Greece (Pylos-Nestor) and Spain (Girona).

Anyone who signs up to Credits4Health in time will have the chance to receive two months' membership of an exclusive community built around an innovative Web platform. An original system of incentives - the credits that give the programme its name - and personalised, easy-to-use paths will encourage participants to adopt an improved lifestyle based on a positive approach to their health. The credits themselves will be redeemed in the second phase of the project as discounts on goods and services.  

Men or women between 18 and 65 years of age, resident or domiciled in any of the areas involved: this is the profile of the potential participant who, after registering on their country-specific website (http://www.credits4health.eu), will be contacted by C4H to book an appointment at one of the local authorised centres.

Project coordinator Professor Maria Luisa Brandi of the University of Florence says, "We are very proud that the European Union has recognised the importance of a project like Credits4Health, which prioritises health and well-being. The € 6,000,000 funding is proof that this innovative, one-of-a kind programme targeting the prevention of chronic diseases by promoting a healthy lifestyle, deserves to be supported. The fact that Mediterranean countries such as Italy, Greece and Spain are involved demonstrates the importance of the Mediterranean diet in prevention programmes."

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1. From the homonymous bestseller by Richard H. Thaler and Cass R. Sunstein.