Tag: Joe Wicks

Let’s Move! New campaign to keep England’s kids active

Nearly three in five parents expect children’s physical activity to drop this winter

  • 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.

Supported by Joe Wicks, the ‘Let’s Move!’ campaign makes staying active easy and affordable, offering ideas from kitchen discos to local activities and playground fun. It encourages families to move together – 80% of parents believe their habits influence their child’s activity levels – and highlights how everyday routines can support healthy, active lifestyles.

Regular movement boosts mood, focus, and family connections, with 78% of parents agreeing that their child is happier after being active, has more energy (71%) and has better concentration (68%).

The campaign is part of the Government’s wider effort to break down barriers to physical activity for people all over the country. Already, more than £900 million has been committed to build grassroots facilities in the places that need them most and deliver a pipeline of major sports events that inspire the nation. Alongside this, the new School Sport Partnerships and

Enrichment Framework will ensure all young people have equal access to high-quality sport and extracurricular activity. Sport England evidence shows that improved health from participation in sport and physical activity relieves pressure on the NHS through £10.5 billion a year in health and social care savings.

Sports Minister Stephanie Peacock said: “Building a more active nation is a huge part of this Government’s Plan for Change and we want to show families all over the country just how many ways there are to get involved.

“Whether it’s dancing, playing team sport or playing in the playground with their friends, we know that children who get at least an hour of exercise a day experience so many benefits – they’re happier, healthier and focus better at school.

“I am determined that every child, whatever their circumstances, should have those opportunities.”

While just over half (52%) of parents say their children really enjoy traditional forms of sport, others face barriers such as low confidence (31%) or a dislike of competitiveness (30%). However, 94% of parents say their children enjoy physical play as a form of movement – with top activities including visiting the playground (56%), riding a bike (46%), dancing (44%) and playing tag or chase (43%).

‘Let’s Move!’ aims to support different ways for children to enjoy being active – from sport to play and everyday movement. The campaign features real families from local areas having fun getting active together in ways which suit them, such as dancing or playing in the playground. Their images are featured in out-of-home and social channels in the local areas to inspire others to visit nhs.uk/LetsMove for tips, local activities and inspiration.

Parents and TV personalities Alex and Olivia Bowen launched the campaign in Essex alongside inspiring local families, demonstrating that movement really can be for everyone. Olympic champions Beth Tweddle and Max Whitlock led activities at the event, including dance challenges to obstacle courses, as families shared how they’ve been inspired to get active this winter.

Public Health Minister Ashley Dalton said: “Every child deserves the chance to be active, healthy and happy – but right now, too many are missing out on the 60 minutes of daily exercise their bodies need.

“’Let’s Move!’ is about showing families that physical activity doesn’t have to mean expensive gym memberships or organised sports. A kitchen disco, a walk to the park, or ten minutes of silly dancing – it all counts, and it all makes a real difference to children’s health, happiness and development. This builds on the work we have already done with Joe Wicks and his Activate animated series, inspiring children to move more.

“This campaign is part of our Plan for Change to build an NHS fit for the future by helping families make movement a natural, joyful part of everyday life.”

Joe Wicks, who got the nation moving during ‘PE With Joe’, is backing the campaign following the success of his animated workout series Activate, which was supported by a cross-section of government departments including DCMS, DfE and DHSC.

The series aims to make fitness fun for kids with short five-minute animated workouts. He shares new top tips as part of the ‘Let’s Move!’ campaign to help families slot activity into their everyday life, including being a role model, exploring local activities and getting outside whatever the weather.

Joe Wicks said: “As a dad, I know how hard it can be to keep kids moving – especially in the winter when it’s getting cold and dark.

“The idea of 60 minutes of movement a day for kids can sound like a lot, especially for kids who don’t feel confident doing traditional sports – but it doesn’t have to be all at once. It can start with something simple – a quick dance in the kitchen, a run or a brisk walk to the park, or an episode or two of Activate!

“It all adds up and gives kids an amazing mood boost – the key is making it fun.

“Let’s Move is about helping families find those little moments together – whether it’s discovering something local, or just getting active at home. It’s not about perfection, it’s about showing kids that moving isn’t a chore, it’s play. And when it’s playful, they’re way more likely to want to do it again, and again.”

‘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. The campaign supports the Government’s Health Mission, which prioritises preventative health measures, including addressing physical inactivity.

Sport England data also shows significant inequalities remain in activity levels, with Black (42%) and Asian (43%) children and young people, and those from the least affluent families (45%), still less likely to play sport or be physically active than the average across all ethnicities and affluence groups.

Find simple ideas to get active together at www.nhs.uk/letsmove.

Joe Wicks and UK Government join forces to get children moving

New animated series for kids, known as Activate, will get more children across the country moving more and encouraging a healthier lifestyle

  • Children to be inspired to get physically active over summer as Joe Wicks, MBE, launches Activate, a new animated series for kids
  • Created by Joe and produced by Studio AKA, Activate aims to tackle inactivity among children through fun, five-minute workouts – led by Joe as an animated character
  • Programme backed by government funding as part of Plan for Change to give children the best start in life

Children are being inspired to move more this summer following the launch of a new series from fitness coach, Joe Wicks MBE, backed by the UK government as part of a new partnership to reach schools and families across the country.

The innovative animated Activate series features five-minute episodes which combine animation with upbeat music, courtesy of Universal Music UK, encouraging children to enjoy short bursts of movement that easily fit into their day and can be transformational for their physical and mental health. The government will be backing the programme to fund a further ten episodes.

The series has been co-created by Joe and BAFTA award-winning Studio AKA (creators of Hey Duggee), bringing the nation’s favourite fitness coach to life through animation for the first time.

Activate is backed by the government’s 10 Year Health Plan, which is already hitting the ground running with its pledge to work with influencers and changemakers across society to shift the NHS from treating illness to preventing it.

The new animated series was unveiled at Ripple Primary School in Barking, east London, where Joe Wicks and Secretary of State for Health and Social Care, Wes Streeting, met teachers and parents to discuss keeping kids moving over the summer holidays and beyond.

Health and Social Care Secretary Wes Streeting said: “Childhood obesity robs our young people of their future, and inactivity is one of the biggest culprits. That’s why it’s crucial to start building healthy habits from a young age.

“Our 10 Year Health Plan sets out how we would tackle obesity through prevention and today demonstrates how we’re taking action. In the spirit of mission-driven government, we’re building a coalition of the willing to tackle the obesity epidemic head-on. 

“This initiative directly supports our focus on giving children the best start in life—a cornerstone of our Plan for Change. By investing in prevention today, we’re building a healthier generation for tomorrow.” 

Being physically active is good for physical and mental health and helps relieve pressure on the NHS, preventing an additional £10.5 billion worth of treatment a year. Despite that, inactivity levels remain stubbornly high for adults and children, with huge inequalities across the country. The Activate programme represents a collaborative approach to tackling this growing health challenge. 

The first episode is now available on Joe Wicks’ The Body Coach YouTube channel, with further episodes set to be released weekly over the summer holidays. 

The series is released five years after Wicks united the nation with PE With Joe, which received over 100 million views online. Now, Joe is on a renewed mission to get children moving through this series.

Joe Wicks said: “Activate is the natural next step in everything I’ve worked towards over the past decade. From my early YouTube workouts, to ‘PE with Joe’ during the pandemic, my goal has always been to get children moving and feeling good – physically and mentally.

“This project brings together everything I am most passionate about, and everything I’ve learned on my journey – going back to my own childhood where I discovered movement as a way to cope with the challenges of living with parents with drug addiction and mental health issues.

“Activate is designed to make movement fun and inclusive for every child, with short, high-energy workouts that fit into everyday life – these can be enjoyed in the living room, the garden, in the classroom, or anywhere else!

“As a dad, I know how important it is to make movement something kids enjoy, not something they have to do. That’s exactly what Activate is all about so I hope it can be a real support for busy families, this summer and beyond.”

Earlier this month, the UK government launched its 10 Year Health Plan, which outlined how a shift from sickness to prevention will safeguard the nation’s health and put forward a range of measures to tackle growing rates of childhood obesity. 

Obesity rates have doubled since the 1990s, including among children. A forthcoming report by the Chief Medical Officer will show that more than 1 in 5 children are living with obesity by the time they leave primary school, rising to almost 1 in 3 in areas with higher levels of poverty and deprivation. 

Measures included in the 10 Year Health Plan include:

  • Launching a world-first partnership with food retailers and manufacturers to help families make healthier choices
  • Restricting junk food advertising targeted at children
  • Reforming the soft drinks industry levy to drive reformulation 

This two-pronged approach of encouraging active lifestyles and healthy diets aims to tackle the UK’s most preventable chronic illnesses, such as diabetes and cardiovascular disease, whilst tackling the £11.4 billion bill that obesity costs the NHS a year.     

Secretary of State for Culture, Media and Sport, Lisa Nandy, said: “I know what a difference sport and physical activity make in shaping a young person’s life. It’s why we’re investing £400 million in grassroots facilities for all, joining up schools with sports clubs across the country and backing major events that inspire.

“For too long, it has felt as if we have hit a ceiling on participation in this country, and for too long the dial on inactivity has gone unmoved. Together, through initiatives like this, we will put that right and deliver on our Plan for Change.”

With Universal Music UK as the exclusive music partner, each episode features upbeat tunes from UK artists, including Becky Hill and Bastille. Each track has been chosen for its appeal to parents and children alike.

Sue Goffe, Chief Executive at Studio AKA, said: “We’re thrilled to bring the world of Activate to life through animation.

“Collaborating with Joe Wicks has been a joy, and we’re proud to be part of this creative project to inspire movement and wellbeing in children.”

Sarah Boorman, General Manager, Youth Strategies at Universal Music UK, said: “Our shared goal with Joe was to make being active feel like something children genuinely want to do, powered by great music which is appropriate for them and loved by families too.

Alison Lomax, Managing Director for YouTube UK & Ireland, said: “We’re so excited that Joe Wicks is bringing his new kids’ fitness show Activate to YouTube just in time for the (English – Ed.) holidays.

“Joe’s fun, energetic approach to getting kids moving has already made a huge impact on our platform, and Activate is set to become a go-to for families looking to keep active over the summer. It’s great to see YouTube being used in such a positive way – bringing free, accessible, and family-friendly fitness to homes everywhere.”

Created by Studio AKA, the BAFTA-winning creators of Hey Duggee, the Activate series sees Joe Wicks brought to life through animation alongside six loveable new characters, ‘The Activators’, accompanied by upbeat music from top UK artists. Together, they make movement feel personal, playful, and inclusive – so every child can find a character to connect with.

Joe and the Activators lead children through fun, five-minute bursts of movement, that can be easily integrated into their day – whether at home, at summer clubs or on the go.

With Wicks appearing as an animated character (a first for the family fitness coach), each short episode offers a burst of movement, fun, and energy to get kids’ hearts pumping and minds engaged. These include easy-to-follow exercises like jogging, squats, and burpees, wrapped up in a playful, gamified format that can keep kids active over the summer holidays and beyond.

But Activate isn’t just for the summer holidays. It will also be available to schools during term time, to help build confidence, support mental wellbeing, and help children develop healthy habits for life.

Joe added: “Being turned into an animated character has been a surreal and wonderful experience, and my dream is that it connects with millions of kids and families across the UK and beyond.”