That sex can be a lifesaver is news, but when the pronouncement comes from a leading authority on cardiovascular research -- as opposed to, say, one's pleading spouse -- it carries considerably more weight in the bedroom.

The British Heart Foundation, drawing on decades of health research, is recommending sex as a means of staving off heart disease. Using the slogan "Get your 30 minutes a day, any way," the foundation's eye-popping new billboard campaign encourages people aged 50 and older to horizontal-hula their way to health.

According to a 2007 community health study undertaken in Britain, a sedentary lifestyle kills someone every 15 minutes. Dr. Mike Knapton, director of prevention and care at the heart foundation, says the antidote to these preventable deaths "is simple and achievable," adding, "Keeping fit doesn't have to mean sweating it out at the gym."

Activities endorsed in the new billboards include washing the car, walking the dog, swimming, gardening, taking the stairs, vacuuming, dancing and, most notably, sex.

Studies have shown that a thrice-weekly romp over the course of a year burns about the same number of calories as running 120 kilometres. Sex has also been found to increase blood flow to the brain, reduce migraine pain, improve the immune system by triggering the hormone DHEA and lower the likelihood of stroke or heart attack.

The Heart and Stroke Foundation of Canada declined to comment on the British billboard campaign. A spokeswoman said the organization could speak about the link between general physical activity and heart health, but not the "specifics" of whether sex is good for a person's ticker.

Adult sexuality specialist Bobbi Stobbart, who's also chairwoman of the Alberta Association of Registered Nurses in Private Practice, isn't surprised by the response.

"It's the old paradigm that sexuality isn't to be embraced in body-mind-health," says Ms. Stobbart, noting that some medical institutions fear alienating their funding populace by addressing potentially "inappropriate" topics.

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