Sally Gunnell is helping to launch the three-year project
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Public leisure facilities in Blackburn and Darwen are to be made free to use under plans to improve the poor health of residents across the borough.
All council-run swimming, sports and fitness facilities will drop charges from the summer as part of a £6m package of measures.
It is hoped the initiative will boost local life expectancy, which is eight years lower than the national average.
The three-year project will be launched in a conference at Ewood Park.
It is being jointly funded by Blackburn-with-Darwen Borough Council and the local primary care trust.
In addition to the lower life expectancy, in 2007 figures show more than 24,000 people drank levels of alcohol likely to harm their health.
The council said 20% of its residents had a limiting long-term illness, while 58% of adults do not complete any physical activity at all.
Council leader Colin Rigby said: "Every year, people in this borough are dying needlessly.
"We want people to live longer, healthier and better live. We believe this new plan will help do that, but people must want to do something themselves."
Residents accessing the facilities will also be able to take part in free sessions of aerobics, badminton, volleyball and other activities.
The money will also be spent on five new health trainers to be taken on across the borough, more coaches and instructors and longer opening hours.
The plan also includes a commitment to a programme of neighbourhood leisure activities, such as exercise programmes, walks and cycling.
Olympic medallist Sally Gunnell will launch the plan alongside Professional Footballers' Association chief Gordon Taylor.
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