Manchester City Council and Manchester NHS has started a new loyalty program called Points4Life. This program is different from other reward cards such as frequent flyer, as it rewards healthy behavior to combat the obesity epidemic. Food, drink and exercise related products and services will give the user ‘points’ that can result in rewards that will inspire the person to continue. Sport equipment and use of sport centers are some of the things offered. This not a new idea, but a first to include a whole city. A similar reward system was already in used in 2003 by an English school, but received a lot of criticism. Also, at the Beaupre School in Haubourdin in the north of France the students use meal swipe cards that work like ‘credit cards’ that give them one allowance of fast food a week.
Points4Life is expected to launch in 2010, and if successful expand to other cities.