Everyday Sport, a unique campaign designed to help rid the North East of lazy lifestyles and kick start the fight against rocketing obesity levels, was launched in the North East region today.
The North East was specially selected for this four-month test case because the region has some of the lowest levels of participation in physical activity and sport in the country.
It is estimated that physical inactivity costs this country £8.2 billion every year* – the equivalent to 410 brand new secondary schools being built in the North East. By taking part in just a little bit more activity in their daily lives, the people of North East can dramatically improve their health and the quality of their lives.
Everyday Sport, managed by Sport England, is a Government backed, community supported and celebrity endorsed public awareness campaign, including advertising featuring North East TV stars Jayne Middlemiss and Donna Air, basketball player John Amaechi and TV heartthrob Robson Green.
Tim Cantle-Jones, Chair of Sport England’s North East Regional Sports Board, said: “From a walk around the block at lunchtime to cycling into work instead of taking the car or simply taking the stairs instead of the lift – Everyday Sport can be easy.
“Through this campaign we aim to show that you can get active without disrupting today’s busy lifestyles and without needing to be a fitness enthusiast. We want to empower people to be more active in a way that suits them and their lives.
“So, I would like to take this opportunity to challenge the people of the North East,” he added.
An Everyday Sport Have-A-Go Fair at Baltic Square, Gateshead Quayside marked the start of four months of Everyday Sport activities across the North East. Sporting and non-sporting celebrities, school children, businesses and local politicians were put through their paces, whatever their ability, when they tried out a series of activity stations – anything from walking the dog to football coaching.
The Football Association, the Rugby Football Union, the English and Wales Cricket Board, the Lawn Tennis Association, the Amateur Swimming Association, the English Table Tennis Association, the Ramblers’ Association, the Great North Dog Walk, Tyne Rowing Club, were among exhibitors at the event – introducing their activities to the people of the North East.
Visitors to the Everyday Sport Have-A-Go Fair were treated to the RFU’s Sweet Chariot tour bus and the chance to see the Rugby World Cup, the Webb Ellis Trophy and the FA Cup – the first time the two trophies have been in the same place at the same time.
Roger Draper, Chief Executive of Sport England, said: “We want to try to convert some of that armchair support in the North East to physical involvement. We have a big challenge to reach Government targets for participation in physical activity and sport. Providing sport and recreational facilities is a huge part of that challenge, but there is a lot more to it. We have to transform attitudes to physical activity and sport – encouraging people to be more active and persuading them of the benefits.”
Sports Minister Richard Caborn welcomed the start of the campaign: “It’s great to see so many different walks of life coming together to get the North East more active. We all know how important it is for us to stay fit and healthy – the Everyday Sport campaign will hopefully show how there are plenty of fun ways to go about it.
“I am sure everyone in the North East will rise to the challenge of getting more activity into their everyday lives and show the rest of the UK just how easy it is.”
Everyday Sport is a holistic campaign, comprising advertising, events and community support and involvement – with businesses, local councils, MPs, councillors, schools, celebrities, sport and recreational clubs and national governing bodies showing their support by joining in Everyday Sport activities or hosting their own.
Events are taking place across the region throughout the campaign, including Ban the Lift Week, Everyday Sport Office Games, Parent Sports Days, Everyday Sport Have-A-Go Fairs – where people of all ages and abilities can try out new activities and sports – and the Everyday Sport Champion Awards – aimed at finding someone in the North East who has changed their life through Everyday Sport.
The advertising campaign will be launched tomorrow night (Sat) with a 30 second advert, featuring North East celebrities Jayne Middlemiss, John Amaechi, Donna Air, the inimitable Geordie Dancer and a voice over from TV heart throb Robson Green.
The TV ad will be followed by a billboard, poster and leaflet campaign across the region.
Anyone can take part in Everyday Sport. To find out more, to receive a motivational message to help get you active from some of the North East’s celebrity heroes or to win some Everyday Sport memorabilia, contact our help line on 0800 587 6000 or log on to www.everydaysport.com.
Notes to editors
For a full Everyday Sport background information sheet, celebrity and partner endorsement quotes and background information on Sport England, please log on to www.everydaysport.com.
- Sport England is the strategic lead for sport in England. Sport England distributes Lottery and Exchequer funds to sport. It is Sport England’s vision to make England the most active and successful sporting nation in the world.
- Derek Wanless estimated in the Wanless Report for the Government in February 2004 that physical activity costs £8.2 billion a year and that obesity specifically costs £2.5 billion.
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