Norfolk County Council has launched a new public health campaign to encourage residents aged 50 and over to take proactive steps towards healthy ageing. The initiative, called It’s Never Too Late, aims to support people in maintaining their health, independence, and wellbeing as they grow older.
Norfolk has one of the highest ageing populations in the UK. The council’s Public Health department developed the campaign to highlight how small, achievable actions can make a significant difference to long-term quality of life. Evidence shows that staying physically active, keeping up with vaccinations and health screenings, and maintaining social connections can help prevent illness, reduce the risk of falls, and support mental wellbeing.
The It’s Never Too Late website provides information and practical advice across three key areas:
Protecting your health: Details on vaccination eligibility and booking, NHS screening appointments, and NHS Health Checks.
Being active: Guidance on physical activity, strength and balance, falls prevention, and local opportunities to move more.
Feeling connected: Information on community groups, clubs, one-to-one support, transport options, and digital skills resources.
Councillor Fran Whymark, Cabinet Member for Public Health and Wellbeing, said: “Adults who keep up with essential vaccines and health checks, move regularly, and stay socially connected are more likely age positively. It means they can remain independent, avoid preventable hospital admissions, and enjoy a greater sense of purpose and happiness later in life. If you’re aged 50 or over, now is the perfect time to take stock of your lifestyle and identify ways in which you can improve.
“This could be anything from doing gentle exercise such as walking more often, to connecting with others by joining community groups or activities, or ensuring you book your vaccinations and health screenings when you’re invited.
“It’s never too late to start. A little change now could make a big difference to your health and wellbeing as you get older.”
The council emphasises that taking early action can help residents stay active and independent for longer. Whether individuals are already maintaining a healthy lifestyle or starting to notice changes in their wellbeing, investing in health now can have long-term benefits over the next decade.
Dr Frankie Swords, Executive Medical Director for NHS Norfolk and Waveney Integrated Care Board (ICB), added: “It’s never too late to make healthy life choices – from being physically active, to stopping smoking, but going into winter, vaccines are your best protection against common viruses which circulate this time of year.
“The older you are, the more likely you are to have serious health complications if you catch a virus, which is why we prioritise vaccines for older people.
“Depending on your age, you may be offered flu, COVID-19, Respiratory Syncytial Virus (RSV), shingles, and pneumococcal vaccines.
“It’s never too late to protect your health. Book your vaccinations as soon as you are invited to do so by the NHS.”
By bringing together practical information and local opportunities, the It’s Never Too Late campaign supports residents across Norfolk to take positive, evidence-based steps towards healthy ageing.
