DESPITE being deep-fried, smothered in cheese and loaded with calories, Teesside takeaway delicacy the Parmo is to be used as part of a major healthy living campaign in Stockton.
Cleveland-based digital firm dotUK has developed a website on behalf of Stockton Active Travel and national active travel charity Sustrans which aims to encourage more people in the borough to walk, cycle and use public transport to work.
The Stockton’s Big Challenge initiative will challenge residents to log their daily cycling or walking routes on the dotUK-developed website which will automatically enter them into regular prize draws.
However, visitors to www.stocktonsbigchallenge.org.uk will also be able to measure the healthiness of their journey against an unusual yardstick – the Parmo.
dotUK has created a Parmo Counter, which tells users how many of Teesside’s signature dish, if any, they have effectively burned off on their journey.
A five mile walk is worth around a sixth of a Parmo, while a 135-mile cycle – the length of the Coast to Coast route from Whitehaven to Tynemouth – earns you just over one and a half of the cheesy favourites.
Andy Flisher, founder of dotUK, said: “The Parmo counter is an excellent way to promote healthy living on Teesside and it was great to be part of the initiative.”
Stockton Big Challenge is backed by the Big Lottery Fund, Stockton-on-Tees Borough Council and the NHS.
Prizes on offer to Stockton residents include weekend breaks, meals out for two, spa treatments and shopping vouchers.
The website also contains information and tips to help people start travelling actively.
dotUK, which employs 16 people at its Yarm headquarters, is currently working on projects with North East start-up Crafty Canvas and law firm Jacksons solicitors.
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Originally published at http://www.dotuk.net/news/5-clients/26-parmo-power-fuels-healthy-living-initiative as 'Parmo Fuels Helathy Living Initiative'