This video consists of a series of animated scenes explaining the concept of Proportionate Universalism, and how Sport England uses this to determine funding and resource provision in a place-based way. The video is set to a gentle music track, with an upbeat voiceover narration.
Voiceover: At Sport England, we want everyone, wherever they live or whatever their background, to be active and healthy.
Several faces appear in coloured circles. They represent people of different ages, ethnicities and genders.
Voiceover: To do this, we’re focusing on places, towns, cities, and communities, where people face the biggest challenges.
The scene zooms in one of the circles, which expands to fill the scene and show the person’s full body. The character is holding up two location markers, one in each hand.
Voiceover: Every place in England is different - some need more help to get people moving.
The character places each location marker on the ground, one on either side of him.Dots appear over each marker, representing the level of help each place requires. The location marker on the left has significantly more coloured dots, indicating the need for a higher level of support.
Voiceover: We use a principle called Proportionate Universalism.
A new title slide appears. The heading ‘Proportionate Universalism’ appears in bold in a coloured box, with a subheading that says ‘From the Marmot Review’.
Voiceover: We support everyone to be active but provide extra investment and help to the communities where need and disadvantage are greatest.
The character from the previous scene re-appears. He is stood next to the two location markers again, one on either side. As the scene continues, a stack of coloured coins start to pile up under each location marker. One location marker has more coins than the other, representing a higher level of investment.
Voiceover: We’ve built three kinds of support.
A new scene appears. There are three coloured text boxes in a horizontal line. The first box says ‘Place Partnerships’, the second says ‘Supported Place Universal Offer’, and the third box says ‘Self-Service Offer’.
Voiceover: Place Partnerships have the highest levels of inactivity and need. They receive significant investment and dedicated resource.
The scene zooms in to the first box, which now fills the screen. Different imagery appears around the box that represent the high level of funding and support received by Place Partnerships, including several people holding files, boxes and charts.
Voiceover: Our Supported Place Universal Offer provides targeted investment, guidance and tools, shaped through conversations with local partners.
The scene swipes to the left, so that the second title box now fills the screen. Imagery appears around the box to highlight the Supported Place Universal Offer, which has fewer people and resources than Place Partnerships.
Voiceover: Our Self-Service Offer is open to every place in England — providing accessible tools and resources to help everyone work in a place‑based way.
The scene swipes to the left again, and the third box now fills the screen. Imagery appears around the box to highlight the Self-Service Offer. This features an individual character using her phone to access resources, and a range of charts and folders around her.
Voiceover: Together, these form one connected system. Investment and resources increase according to need
All three boxes appear together in a horizontal row. On the left, next to Place Partnerships, text reads “More need”. On the right, next to Self-Service Offer, text reads “Less need”.
A blue triangle appears behind the boxes. It is widest behind Place Partnerships and narrowest behind Self-Service Offer. A title above reads “Support and resources”. This shows that places with greater need receive more support.
Voiceover: but everyone still has access to our self-serving resources. Support for all – delivered at the right intensity for each place.
A purple triangle appears behind the boxes in the opposite direction. It is widest behind Self-Service Offer and narrowest behind Place Partnerships. A title above reads “Accessibility of offer”. This shows that the self-service resources are available to all places.
The two triangles overlap to form the shape of a bow-tie.
Voiceover: This helps reduce inequalities and close the inactivity gap, helping more communities lead active, healthy lives.
The diagram transitions to scenes of people being active: wheelchair basketball, stretching in a park, exercising in a gym, and a child playing outside
Voiceover: Because where you live or who you are shouldn’t decide how active you can be.
A new scene appears, showing a United Kingdom map with England highlighted. Different location markers pop up around the country.
We’re here to help every place thrive.
A title slide appears. The Sport England logo is shown at the top, with a subheading saying ‘We’re here to help every place thrive.’ Underneath it in a blue box is a URL: sportengland.org.
