Children’s physical activity campaign to keep kids active pilots in Bradford

Government launches ‘Let’s Move!’, a new campaign supported by Sport England, to help keep families active together all year round.

‘Let’s Move!’ is being piloted in targeted areas of Sandwell, Lancashire, Essex and Bradford where inactivity levels and inequalities are greater than other parts of the country. These areas all receive funding from Sport England via their place partnership programme, to ensure those in greatest need can be active. 

• Over half of children aren’t getting the recommended 60 minutes of daily activity, with levels set to drop this autumn and winter - and around 8 in 10 parents underestimating how much movement kids need.

• The campaign is backed by Alex and Olivia Bowen, Max Whitlock, Beth Tweddle, and Joe Wicks, who has shared top tips for parents getting active with children, as research uncovers impact parents have on their children’s activity levels.

Almost three in five (57%) parents say their children’s physical activity levels are likely to suffer a seasonal dip during autumn and winter, with cold or wet weather (60%) and darker evenings (41%) highlighted as the key barriers in new research findings.

To tackle inactivity and help families keep children moving all year-round, the Government has launched ‘Let’s Move!’, a new campaign supported by Sport England that aims to help parents discover simple, fun, and pressure-free ways to build movement into daily life – which can start with just 10 minutes of activity.

NHS guidance recommends that children get at least 60 minutes of physical activity each day – including 30 minutes outside of school hours. Yet the new survey reveals that 81% of parents underestimate how much physical activity children need. Already, more than half of children in England aren’t getting the recommended amount of movement and, worryingly, the research shows this will increase during the colder months.

Read more