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2019 Change4Life 10MSU

Overview

Overview

Campaign Overview

Public Health England (PHE) and Disney UK, with support from Sport England, has launched a national Change4Life 10 Minute Shake Up campaign to help get the nation’s children active.

Building on five successful years, the 10 Minute Shake Up (10MSU) is back. It aims to get primary school aged children more active by playing Disney-themed 10 Minute Shake Up games. This year children will be inspired by their favourite characters and stories from Disney and Pixar: Toy Story 4, Incredibles 2, Frozen and The Lion King. By playing 10MSU games, children will develop and practice the skills they need to build key physical attributes of strength, stamina and agility. Ultimately, the campaign aims to act as an inspiration and gateway to other physical activities and sports.

Evidence shows that activity is crucial for healthy living: active people live longer and have better physical and mental health. Being active helps children to maintain a healthy weight, build social skills, boost self-confidence and mental wellbeing, and improve bone and heart health.

Children and young people should achieve a total of at least 60 minutes of moderate to vigorous physical activity each day, but many children and young people in the UK are not achieving this recommended target. Only approximately 20% of boys and 14% of girls aged 5-11 met national activity targets in 2012. Physical activity levels appear to be reducing as children get older, with a steep decrease occurring amongst teenage girls.

During the summer school term (2019), a new hard copy pack, featuring 12 new 10MSU games, were delivered to over 16,500 state funded primary schools across England via the fruit and veg scheme. You can also access a new fun quiz on the Change4Life website to help children find out which activities, sports and 10 Minute Shake Up games might be perfect for them.

Resources

Local Authority, NHS, NGO and local health champion partners are able to order a range of digital and print assets from the PHE Campaign Resource Centre (CRC). A communications toolkit is available with information to help local authorities and partners promote the campaign in their local area. It includes a long/short copy, stats and facts, key messages and template press releases. Hard copy resources will include:

  • A3 posters
  • A4 posters
  • Take-home schools pack
  • Event kits

Event Kits and Summer Holiday Activation

In 2019 new event kits were made available to a range of partners to help run physical activity sessions in a range of locations, including leisure centres, community centres, libraries, at family festivals and for the first time, in children’s centres, with activities tailored to be run with younger children, as well as our usual target audience of 5-11 year olds.

To receive Change4Life campaign updates and download or order resources free from the PHE Campaign Resource Centre, simply complete the short sign up form on the CRC.

If you have any questions, please contact partnerships@phe.gov.uk.