Submitted by: Jess Taylor 15/11/2016
England is currently facing increasing rates of obesity, a third of our population is overweight, 79% of parents are not recognising this issue and 41% don’t believe that it is a serious problem. Guidelines suggest that 1 hour of moderate/intense exercise should be undertaken every day. This exercise improves not only health related issues, but self-confidence and social abilities.
The task was to create a campaign to successfully engage children to complete their guideline amount of exercise throughout summer holiday, especially when parents are low on funds and ideas.
Public Health England campaign, Change4Life, teamed up with Disney to create a behaviour change intervention targeting 7-9 year olds. Featuring children’s favourite Disney characters from films such as Frozen, Big Hero 6, Toy Story and Monsters INC, it focused on concentrating the children’s physical activity in 10 minute bursts called ‘Shake Ups’, rather than maintaining their attention for the entire hour.
The Activity Pack, sent to all children upon registration, contained posters, stickers and a Shake Up wristband with a timer; children could only do the fun and interesting rewards if they’ve completed all their Shake Ups for the week. The pack has a wide variety of 57 Shake Up games which accommodate for being alone, outside, indoors and with friends also includes wildcards for children to create their own Shake Ups.