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A page for communications people to look at physical activity campaign communications nationally and across the region.
Also we have an Awareness Days timeline that lets you see what is coming up.


We are looking at how we can share campaign info from related areas that may be relevant to our audience.
Campaigns Venn Diagram
The idea is using these elements keep the communications community connected:

  1. This web page as a reference tool.
  2. Regular updates email sent monthly, sign up below! Recent email: December 2021
  3. Discussion portal. Google Groups seems an open idea for a hub discussion (watch this space)
  4. We have an Awareness Days spreadsheet to help you plan for the future…..
  5. Live / virtual meetings. Honestly, working on this.

To add your updates email julian.pratt@yorkshiresport.org

How campaigns fit into Sport England strategy

Campaigns are an important part of Sport England’s Uniting the Movement 10-year Strategy. (I wrote a summary just for us)
We continue to develop and deliver behavioural change campaigns, building on the success of This Girl Can, We Are Undefeatable and Join the Movement, to put movement, sport and physical activity at the forefront of national conversations; 

They are also mentioned in the Implementing Uniting The Movement Years 2-4 2022-2 plan (Our summary)
Campaigns and advocacy: using our voice, our insight, our partnerships and our investments to make the case for sport and physical activity, to encourage people to be more active and to break down some of the barriers to activity.

As part of the Sport England lansdcape, YSF also recognise public campaigns in “Our Strategy, 2022 and beyond“:
Public Campaigns
Regular, population and targeted, effective public campaigns will connect and inspire people from all backgrounds to be active. 


Sport England Campaigns

Active Workplaces
ukactive and Sport England have announced consultation to uncover existing and new opportunities to get workforces moving more.

This is part of the Workplace health strategy: Connecting with health & wellbeing that includes:

  1. SME research commissioned with ukactive
    to fill gaps in the evidence base
  2. Building relationships with key business influencer bodies including Federation of Small Business, Business in the Community, the CBI, CIPD & Business for Health
  3. Being the change: Developing internal best practice at Sport England through a Movement Champions group

Pilots are being discussed in setting like hospitals, factories and offices.

  • Active Employee Toolkit – This toolkit provides advice, tips and shareable resources so you can enable your teams to build more movement into their working day.

Digital Marketing Hub – New resource to help organisations reach more people.

£450,000 of National Lottery money has been invested in a new free resource that’ll help people, clubs and organisations use digital marketing tools and techniques to encourage more people to play sport and be physically active.

The Digital Marketing Hub, which is delivered by The Chartered Institute for the Management of Sport and Physical Activity (CIMSPA) and is powered by the Digital Marketing Institute.

Recent sessions:

Join the Movement – Supporting those getting active at and near home or not confident about returning to established exercise. 

  • #February update#. The next phase is likely to be more focused on a smaller target audience – potentially 16–24-year-olds on lower incomes who have been hard hit by covid and whose activity levels were showing signs of plateauing before the pandemic began.
  • Toolkit and other resources that can be accessed here
  • Discussions are ongoing about the potential to return with an addiitonal phase in Jan/Feb.

School Games

#July update#. The Active Summer Challenge will help children be active every day by setting their own pledge and taking part in the six weekly challenges. There are resources for teachers to help launch this challenge in schools, fun activity cards for children and links to some lots of amazing content from sport organisations.

This Girl Can – Sport England’s flagship campaign for women and girls, tackling fear of judgement.

  • #May update# TGC and Strava partnership  Toolkit now available.The  “Make Your Comeback” campaign aims to get previously active women moving again, by providing support and inspiration. More info here.  Strava users will be able to join the challenge as of 6 June, with the four-week period then beginning on 20 June and thechallenge finishes on 15 July.
  • #February update#. Sport England are focused on developing a plan for the next two years of TGC, with a strategic focus on making sport and exercise more enjoyable and satisfying for women. Seasonal themes for this year presented on the webinar, starting with an emphasis on the great outdoors and exercise for joy & togetherness from May.
  • Campaign update Jan 26 shares latest research and how it’s being used to shape the next phase. Recording here.
  • Active Mums Start With You will help equip healthcare professionals with the resources they need to speak about physical activity with pregnant women and new mums. This is part of the This Mum Moves. project supported by. www.activepregnancyfoundation.org/
  • Resource How to improve your services for women and girls: As told by 51%, offering tangible solutions to help the fitness and leisure sector engage with them
  • Studio YouSport England’s digital PE platform to help secondary PE teachers help engage the least active teenage girls.  Free video library of online lessons featuring non-traditional disciplines such as yoga, boxing, barre and Pilates Studio You is freely available to all secondary schools in England and we would appreciate your continued support in raising awareness of this valuable resource with schools in your area. #June update#. Supporters kit updated
  •  TGC Fitness Classes has a dedicated website managed by EMD UK. By January, 25 leisure operators had signed up to run This Girl Can Classes in their sites, with over 140 instructors already trained.We’re on the hunt for more group exercise instructors, leisure and fitness operators, and local authorities to utilise This Girl Can Classes in their communities.
  • TGC Supporters Hub to make insight and guidance more accessible. A simple Do’s and Don’ts section has been added to the Branding section, with more additions to come.

We Are Undefeatable – Sport England and Richmond charities supporting those with long term conditions.

We Are Undefeatable is a movement supporting people with a range of long-term health conditions, developed by 16 leading health and social care charities and backed by expertise, insight and significant National Lottery funding from Sport England

#September update# 

The next Campaign Burst will start on 3rd October 2022, focussing on digital platforms, new campaign stories, utilising new campaign research, the Move to Your Mood PR activity/resources and with more ambassador engagement too. There will be a focus on supporting people living with LTHCs as we approach winter/colder/darker months too.


#July update#

A new TV advert on 29th July showing them how activity can help them enjoy the little things in life. You can also expect to see the campaign across billboards, digital and social media.

Alongside the new TV advert, coverage of our summer PR activity, #MoveToYourMood,will be landing. Watch the video now

They would appreciate your support in getting behind the latest phase of the campaign, and have included some ideas on how you can prepare to activate the campaign below.
You can find details of our new cast members on the Supporters Hub under Campaign Cast Stories.
They will be uploading assets to the ‘Social Media’ folder on the Supporters Hub on 26th July, so it would be great if you can plan in some social media activation.

Share the campaign with any networks and audiences you work with to reach more people living with long-term health conditions and encourage them to be active.
Go to the Supporters Hub
They will also be launching our PR campaign, ‘Move to Your Mood’, on 2nd August. This series of exercise videos encourages people with long-term health conditions to get active depending on what their mood is like that day. The videos will be available on the Supporters Hub for you to get involved from 2nd August.

#June update# Find out what’s in store for We Are Undefeatable in 2022 with campaign webinar from 25th May on-demand. Watch now

Assets updated regularly in the Supporters hub:

#TellYourStory – to help build a sporting community that’s reflective of the societies they represent. This includes a commitment to making a safe space for Black, Asian and minority ethnic people to recount their experiences of racial inequality.

OHID Public Health Campaigns (was PHE)

Public Health England’s Partnerships Marketing team has become part of the Office for Health Improvement and Disparities, with a new name – Behavioural Programmes Partnerships.

10 Minute Shakeup  #July update# 

Better Health and Disney’s 10 Minute Shake Up campaign launches and will help get kids active throughout the holidays. Using some of their favourite characters from Disney’s Encanto and Frozen, Disney and Pixar’s Lightyear and Marvel’s The Avengers, they will be inspired to be more active whilst having fun throughout the summer.

Take-home packs are available to order now. Each pack contains 12 Disney inspired Shake Up games to help get kids active. Download packs here 

Social media toolkit
Communications toolkit

Better Health –  Get active No matter how much you do, physical activity is good for your body and mind. Adults should aim to be active every day. Some is good – more is better still.  Includes Couch to 5k.

Better health – Every Mind Matters Having good mental health helps us relax more, achieve more and enjoy our lives more. We have expert advice and practical tips to help you look after your mental health and wellbeing.

#October update# 

The latest phase of the campaign provides practical advice on managing mental wellbeing direct to the audience by delivering the opportunity to actually try self-care actions immediately in ad breaks and social media posts.

The campaign shares short “demo” exercises and advice that encourage viewers to seek out and try more from the Better Health – Every Mind Matters website.

For example, we will use a 15 second advert to take viewers through a breathing exercise to show how simple, but effective, self-care can be.

Supported by a wide range of resources for partners to order and download free from the Campaign Resource Centre the campaign will launch across Video on demand (VOD), PR, social, search and digital through October and November.

Visit Better Health for lots of free tools and support.

#April update#  Every Mind Matters loneliness webpage There is now substantial evidence that having a lack of social connections significantly increases the risk of premature mortality.   The Mental Health Foundation’s Mental Health Awareness Week is running from 9-15 May and, with this year’s theme exploring the impact of loneliness. eLearning resources: https://www.e-lfh.org.uk/programmes/tackling-loneliness-and-social-isolation/

New and updated marketing materials will be added to the PHE Campaign Resource Centre

Change4Life A range of leaflets, and digital resources are available including information about sugar consumption and reduction, the Eatwell Guide and Top Tips for Top Kids.

#June update#  Games Time – Commonwealth Games,  Birmingham 2022

Endorsed by United by Birmingham 2022 the campaign aims to get people feeling the positive benefits of being active on their mental health, helping to lift their mood, sleep better and manage anxiety and stress.

We are asking partner organisations to use the campaign as a simple way to build mental health messaging into their engagement with the public using resources provided by OHID. See below and attached docs for more information.

OHID will be providing a Commonwealth Games toolkit ready to download from the Campaign Resource Centre the week commencing June 13th. The free resources including poster formats, website banners, digital screens, social media assets, key messages and newsletter copy.

Healthier You The free Healthier You NHS Diabetes Prevention Programme provides guidance on eating healthily, managing weight and being more active

One You Active 10 One You encourages people to reappraise their lifestyle choices, put themselves first and do something about their own health.

National and Yorkshire regional campaigns

10 Today Just 10 minutes of physical activity a day can benefit your physical and mental health. 10 Today is a short, enjoyable and easy routine.

Activity Alliance

#April update# Who Says? is back and this time it’s all about children and young people

UK Coaching Week (6 – 12 June) launches #Born2Coach

  • I Want To Coach: for those wanting to get into the coaching profession
  • I Am A Coach: for those wanting to rediscover, advance or further their career in coaching
  • We Need Coaches: this is YOUR opportunity to let potential coaches see you are on the lookout for more coaches in your field. You can link your logo to the coaching section of your website and complete a few short details to help us capture the bigger picture.

Diabetes UK

#June update#  Step towards a healthier you this summer. July to September

The challenge is for every body, and everybody. So this summer, take around 10,000 steps a day for three months.

Steps to get fit. Steps to lose weight. And steps to raise life-changing funds for people affected by diabetes.

Green Social Prescribing £4 million investment for a cross-government project aimed at preventing and tackling mental ill health through green social prescribing has since been increased with additional contributions from NHS England and NHS Improvement, Sport England and the National Academy for Social Prescribing (NASP), taking the total to £5.77 million.

The project will test how to embed green social prescribing into communities in order to:

  • improve mental health outcomes
  • reduce health inequalities
  • reduce demand on the health and social care system
  • develop best practice in making green social activities more resilient and accessible..

#iwill Young people aren’t just the leaders of tomorrow. They have the energy, skills and ideas to improve society and our environment today


Live Longer Better The incidence of the major causes of disability and dependency can be prevented or delayed, compressing the period at the end of life when we are heavily dependent on others. More of the same won’t achieve this. A revolution is underway mission to change the culture surrounding ageing, replacing the concept of care with the concept of enablement. www.livelongerbetter.uk  #July update# Campaign relaunched

Love Exploring  Puts the power of discovery in your hands by providing a range of discovery games and guided tours that are fun to do and free to use.

Make Space for Girls Parks, play equipment and public spaces for older children and teenagers are currently designed for the default male.  Girls are never asked what they might want and most councils have spent more time and money on facilities for dog waste than they have for teenage girls.

This absence has important implications for how active girls are, for their health in later life, and for how they see themselves as belonging in public spaces.

#May update# Mental Health Awareness Week will run from 9th to 15th May. This annual event, which focuses on improving good mental health across the nation, is hosted by the Mental Health Foundation. This year’s theme will explore the impact of loneliness and how we can tackle it,


Resources on physical activity and Get active, feel good webpages.

Mind and Sport / Activity video library. For social media, websites, presentations, conferences. Share them via YouTube so we can track views. However, they are also available on a Google Drive, which also contains a comms guide two-pager.

Root out Racism #WYHRootOutRacism West Yorkshire and Humberside Healthcare Partnership’s anti-racism movement.

Media toolkit

More info

Sense , ‘Active Together’

#May update# In July 2022, Sense will launch a new campaign, ‘Active Together’, that aims to increase the number of disabled people accessing sport and physical activity and improve public attitudes towards disabled people doing so.

Virtual consultation meeting on Wednesday 8th June 2022 10.00-11.00

Slow ways Creating a network of walking routes that connect all of Great Britain’s towns and cities.

#TimeTogether Women in Sport’s campaign is encouraging teenage girls and their mums/mother figures to reconnect and get active together.

#Walkshire Welcome to Yorkshire’s campaign to discover walking routes across Yorkshire.


#WeThe15 WeThe15 is sport’s biggest ever human rights movement to end discrimination. We aim to transform the lives of the world’s 1.2 billion persons with disabilities who represent 15% of the global population.


Local profiles, organisations and campaigns




In summer, the JU:MP team will launch Screen Off Life On, a public resource, co-created by Bradford families and tailored for children, young people and adults to support Bradford families to swap some time on screen, for activities off screen. The aim? To feel good, move more and find out about why time away from our screens is so important. safeia@wearemagpie.com








Active Communities

These are areas we concentrate support on including

Sport Specific

The BIG Active to increase physical activity through swim, bike and run

Triathlon England’s new development strategy, The BIG Active, is designed to increase access to and participation in the three disciplines of triathlon by taking swim, bike and run to new people, places and communities. As well as growing the sport and its disciplines, the strategy aims to tackle some of society’s most persisting inequalities through the power of involvement, in all its forms, in the three biggest participation activities in the country.

My favourite learnings

Mark Ritson on the essentials of campaign effectiveness.


The following are organisations and groups are working to bring together the comms conversations across the two counties.

  • Nine Local authorities
  • Three Sport England Local Deliver Pilots
  • SY and WY departments of Office for Health Improvement and Disparities (was PHE)
  • South Yorkhire and Bassetlaw ICS​, West Yorkshire and Harrogate ICS
  • 15 CCGs
  • 23 NHS Trusts

Email julian.pratt@yorkshiresport.org for more information or add your group.

South Yorkshire Countywide Communications Group
Hosted by: South Yorkshire Violence Reduction Unit

The aim of this group is to bring together all of the communicators working across South Yorkshire.

SYB Green Social Prescribing task group
Hosted by: South Yorkshire and Bassetlaw Integrated Care System, part of NHS pilot.

WY&H Everybody Active is Everybody’s business Steering Group
Hosted by: West Yorkshire & Harrogate Health and Care Partnership

Campaign Updates
Hosted by: Yorkshire Sport Foundation.
This group of comms professionals in the physical activity brings together campaign dates using this page, a month email and online meetings happening soon. Sign up at the top of this page for updates.

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