Government launches new campaign to encourage families to be active

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

The campaign launch follows research which found more than half of children are not getting the recommended 60 minutes of daily activity, and that activity levels are set to drop this autumn and winter.

To tackle inactivity and help families keep children moving all year-round, ‘Let’s Move!’ 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.

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.”

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.

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.

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

It encourages families to move together, as 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%).

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.”

The Body Coach, Joe Wicks added: “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 – 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.”

The campaign is part of the Government’s wider effort to break down barriers to physical activity for people all over the country. 

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.