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NICE – National campaign for children and young people

  • Deliver a long-term (minimum 5 years) national campaign to promote physical activity among children and young people. The campaign should be integrated with and support other national health campaigns and strategies to increase participation in play and sport and reduce obesity (such as Change4Life).​
  • Use research, consult and actively involve children and young people and their parents to determine the best media to use, the most effective messages and the most appropriate language for different groups. (Examples of different groups that could be covered include families, parents and carers, and children of different ages, ethnicity and who have different levels of physical ability.)​
  • Ensure the campaign is consistent and sustained. It should convey that physical activity:
  • is healthy, fun and enjoyable, makes you feel good and can be sociable (that is, it can be undertaken with existing friends or can help develop new ones)​
  • promotes children and young people's independence​
  • helps develop children's movement skills​
  • can involve a wide variety of formal and informal activities such as play, dance, swimming, the gym, sport (including street sport and games) and physically active travel (such as walking, cycling and wheelchair travel)​
  • can (and should) become a regular part of daily life and that small lifestyle changes can be worthwhile (for example, active travel to school, the shops or the park, using the stairs and ramps instead of lifts and helping with housework)​
  • can be maintained by trying new and challenging activities to keep children and young people interested and motivated​
  • is something that adults, especially parents and carers, should incorporate into their lives to set an example.
  • Ensure the campaign addresses any concerns that parents and carers may have about their children's safety.​
  • Encourage regional and local campaigns to use the same messages, as well as promoting examples of local opportunities to be physically active.​
  • Develop resources for regional and local dissemination of the campaign (for example, promotional materials and support for those delivering it). For more on training see training for people involved in encouraging others to be physically active in this pathway.​
  • Use process, impact and outcome measures to ensure national, regional and local campaigns are delivered effectively. For recommendations on the principles of evaluation, see the NICE pathway on behaviour change.
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