Sport England launches 'Join the Movement' to help nation stay active
The campaign will provide inspiration and trusted information to help people get active in and around their home during the coronavirus outbreak. #StayInWorkOut will showcase how people are already finding new ways to stay active and encourage people to join in by sharing their own content.
A national campaign to inspire people to stay active during the coronavirus (COVID19) outbreak has been launched by Sport England today (Thursday 26 March). Supporters include leading leisure providers, popular fitness brands and stars such as Olympic gold medallist Greg Rutherford, England Lionesses Rachel Daly and Millie Bright, and Strictly dancer Karen Hauer.
With people mostly confined to their own home following the latest government advice, Sport England’s ‘Join the Movement’ campaign will give people fun and creative ideas on how to get active at home and encourage them to share their own experiences and join the movement online using the hashtag #StayInWorkOut.
Launching with a strong social and digital presence, the campaign will have its own online hub to give access to a range of home workout options – including existing free exercise content and advice from organisations such as the NHS, and workouts from popular fitness brands and influencers such as Les Mills on Demand, Joe Wicks (The Body Coach) and FiiT, many of whom are offering free content and extended trials to help people get easy access to home exercise.
The campaign will also encourage people to go outside close to where they live for one session of exercise a day, alone or with their household, as the Prime Minister set out earlier this week, whether that’s simply for a walk, a jog or a cycle.
Backed by the Department of Culture, Media and Sport (DCMS) and funded by The National Lottery, Join the Movement will kick off with motivational imagery of people getting active and slogans such as "Join the family balancing act" and "No kit, no uniforms, no wrong moves."
Sport England wants the public to not only stay active at this challenging time but to share images of the creative ways they’re taking part. Many of these will then be chosen and used in campaign advertising over the coming weeks.
Tim Hollingsworth, Sport England's CEO said:
"What matters more than anything right now is that people stay home, save lives and protect the NHS. What that can’t and mustn’t mean is we stop being active, which we believe is now more important than ever. It’s not just a means of maintaining physical health but also to support mental wellbeing and helping people to deal with the anxiety that this period will inevitably bring.
"Despite this time of great uncertainty, we are already seeing people find fun and creative new ways to get moving and come together, even while staying apart. This campaign seeks to help bring together the best of that and encourages people to share what they are doing using #StayInWorkOut."
Oliver Dowden, Culture Secretary said:
"The mental and physical health benefits of exercise are more important than ever, so we must find new ways of keeping active whilst staying safe at home.
"I welcome Sport England's contribution here with fun and innovative ways to keep moving, whether that’s through online home workouts or making the most of the once-a-day outdoor exercise."
The campaign will be supported by paid media - social and digital advertising – and will be aimed at a broad, national audience of men and women of all ages, with web content also supporting people who want to get active with their children and the over 70s.
Sport England is also creating assets that partners, organisations and individuals can use to help spread the word and create their own materials and activities.