New campaign launched to keep kids active in winter

The government has launched a new campaign supported by Sport England that aims to help parents discover simple ways to build movement into daily life during the winter months.

According to research, 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.

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. Already, more than half of children in England aren’t getting the recommended amount of movement and, worryingly, the research shows this will increase during the colder months.

Supported by Joe Wicks, the ‘Let’s Move!’ campaign makes staying active easy and affordable, offering ideas from kitchen discos to local activities and playground fun. It encourages families to move together - 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%).

While just over half (52%) of parents say their children really enjoy traditional forms of sport, others face barriers such as low confidence (31%) or a dislike of competitiveness (30%). However, 94% of parents say their children enjoy physical play as a form of movement - with top activities including visiting the playground (56%), riding a bike (46%), dancing (44%) and playing tag or chase (43%).

‘Let’s Move!’ aims to support different ways for children to enjoy being active - from sport to play and everyday movement. The campaign features real families from local areas having fun getting active together in ways which suit them, such as dancing or playing in the playground. Their images are featured in out-of-home and social channels in the local areas to inspire others to visit nhs.uk/LetsMove for tips, local activities and inspiration.