A new government campaign has been launched to help families keep children active through the colder months, as new data shows that nearly three in five parents expect their children’s activity levels to decline over winter.
The Let’s Move! campaign, supported by Sport England and a number of ambassadors including Joe Wicks and Beth Tweddle, aims to help parents and carers find simple, fun ways to keep children moving when the weather turns colder and daylight hours shorten.
Research shows that many families face practical barriers to maintaining activity in winter, including the weather, darker evenings and limited access to facilities. The findings also highlight that four in five parents underestimate how much physical activity children should be doing each day, currently recommended at 60 minutes.
The campaign will be piloted in several areas across England, including Sandwell, Lancashire, Essex and Bradford, with the goal of encouraging more consistent movement year-round and supporting better understanding of the benefits of regular physical activity.
Tara Dillon, CEO of CIMSPA, said:
“The Let’s Move! campaign is a timely reminder of how important it is to help children and families stay active all year round. The sport and physical activity workforce plays a vital role in making this possible, from community coaches and activity leaders to professionals working in schools and local facilities. Their efforts to create safe, welcoming, and engaging opportunities for children to be active are key to sustaining participation, particularly during the winter months.”