A drive offering free swimming sessions to the elderly in Brighton and Hove was more popular among people in affluent parts of the city than those in poorer areas.

The campaign was aimed at improving physical activity among older people by making swimming more accessible for those who might not be able to afford it.

The idea was to encourage those in locations such as Moulsecoomb and Whitehawk to take up the offer as part of efforts to improve health in more deprived areas.

The scheme, funded by the Department of Health, NHS Brighton and Hove and Brighton and Hove City Council, ran for just over a year from April 2009 to August 2010.

In his annual report, the city's director of public health Tom Scanlon said: “The free swimming programme for the over-60s was well received.

“However, financial pressures resulted in the scheme being brought to an end. “Almost 5,000 local people registered for free swimming and more than 59,000 free swims took place. “Despite efforts to target the more deprived, the majority of older people who took part were from more affluent areas in the city. “Any new proposal will need to succeed in targeting those most likely to benefit from such initiatives.”

A similar scheme targeted at children has been more successful with thousands across the city taking up the offer.

The scheme was so popular, it was extended for under 12s for another year, despite the government axing funding.