Feb 4th 2014, 11:43, by Vlad Savov
The city council of Stoke-on-Trent in the UK is trying out a novel approach to curbing obesity: sending daily motivational text messages to overweight people. The scheme is voluntary and covers 500 people at a total cost of £10,000 (roughly $16,000). In an emailed statement, the council describes it as an early intervention, aiming to prevent the expense and upset of invasive surgical procedures or other more drastic weight-loss methods. At a cost of £20 per person, the plan is also argued to be extremely cost-effective, though that would obviously depend on how productive it proves to be.
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