- Over half of children aren’t getting the recommended 60 minutes of daily activity, with levels set to drop this autumn and winter; and 8 in 10 parents in Lancashire underestimate how much movement kids need.
- Government launches ‘Let’s Move!’, a new campaign supported by Sport England, to help keep families active together year round, with targeted areas across Lancashire among the pilot regions.
- The campaign is backed by local families who feature in the campaign. The national campaign is also supported by Alex and Olivia Bowen, Max Whitlock, Beth Tweddle, and Joe Wicks, who has shared top tips for parents getting active with children.
Two thirds (66%) of parents in Lancashire say their children’s physical activity levels are likely to suffer a seasonal dip during autumn and winter, with cold or wet weather (43%) and darker evenings (38%) 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!’ in Lancashire, 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 80%[1] of parents in Lancashire 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.
‘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.
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, 87% of parents in Lancashire 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 76% of parents in Lancashire agreeing that their child is happier after being active, has more energy (68%) and has better concentration (71%).
‘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 across Lancashire and other regions 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.
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.”
Charline from Blackpool, who features in the out of home advertising campaign with her two children, said: “We’re not a traditionally sporty family, but family cycles on the beach and swimming at our local leisure club has been an incredible way for my kids to get moving. It’s something they genuinely enjoy, and it doesn’t feel like exercise – it feels like play! It’s now part of our weekly routine. This movement has boosted their confidence, helped them sleep better, and even improved their focus at school. It’s shown us that movement can be joyful, simple, and something we look forward to doing all together, which is what the ‘Let’s Move!’ campaign is all about.”
Angela from Burnley, who also features in the advertising with her two children, said: “As the darker nights set in, it can be a challenge to keep the kids motivated to move. But we’ve discovered that even the simplest activities – like long walks, ParkPlay, or dancing around the kitchen – make a big difference. They help keep our children active, boost their mood, and improve their focus. That’s why we’re proud to support the ‘Let’s Move!’ campaign – it’s all about making movement fun and accessible for every family.”
Cllr Jo Farrell, Cabinet Member for Communities and Wellbeing, said: “We’re proud to support the ‘Let’s Move!’ campaign here in Blackpool. Being active isn’t just about fitness-it’s about feeling good, connecting with others, and improving our wellbeing together. Whether it’s a walk in the park, dancing at home, or joining a local group, every movement counts. We’re committed to helping residents find fun, accessible ways to move more and feel better.”
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.
While over half (57%) of parents in Lancashire 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 in Lancashire say their children enjoy physical play as a form of movement, with top activities including visiting the playground (43%), riding a bike (31%), dancing (51%) and playing tag or chase (33%).
Parents and TV personalities Alex and Olivia Bowen launched the wider 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.
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.
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.
[1] 80% of parents in Lancashire think children should be doing less than 60 minutes of physical activity daily as a minimum
