WIREDGOV

A campaign to promote the benefits of children participating in 60 minutes of exercise each day was launched yesterday.

Featuring TV, press, online and radio adverts and a dedicated website, the Take Life On initiative highlights simple steps parents can take to help their children get active and achieve health benefits as a result.

The most recent Scottish Health Survey found that 70 per cent of children meet the minimum physical activity recommendations.

The campaign uses a combination of awareness building advertising and editorial platforms to give helpful hints and tips. It was launched today at Edinburgh Leisure-managed Portobello Swim Centre by Dr Andrew Murray, the Scottish Government’s Physical Activity Champion.

Dr Murray, who famously ran from John O’Groats to the Sahara Desert in just 78 days, said:

“As a day to day GP, I know that Take Life On is a fantastic investment in Scotland’s health. Getting your children active and keeping them active has huge and lasting benefits and can be great fun.

“Being physically active improves achievement and concentration at school, and also prevents heart disease, type 2 diabetes, and cancer in later life. It is the single best present you can give your children. Just 60 minutes of physical activity per day will help your children become healthier, happier adults. I’d urge everybody to take life on today.”

Shona Robison, Minister for Commonwealth Games and Sport, said:

“One of the most fundamental health challenges facing our nation is convincing young people to spend more time taking part in physical activity. The Scottish Health Survey shows more needs to be done to increase the number of children getting enough exercise.

“This year’s Take Life On campaign highlights to parents simple changes they can make to their children’s life to get them increasingly active and reduce the likelihood of illness later in life.

“But we recognise there is more we as a Government can do. That’s why we are investing in opportunities for young people to become more physically active in and around Scotland’s schools, such as the Active Schools Network, the delivery of 150 Community Sport Hubs across all local authorities by 2016, and action to help people make healthy life choices. And yesterday I announced an investment of £420,000 in the swimming Top Up programme, providing free swimming lessons for primary school children across Scotland focussing on deprived areas.

“We are a nation passionate about sport and the Take Life On campaign is an excellent opportunity, ahead of major events such as the London 2012 Olympic and Paralympic Games and Glasgow 2014 Commonwealth Games, to inspire people to increase their levels of physical activity and build a healthier nation.”

Louise Martin CBE, Chair of sportscotland, said: “The Take Life On campaign complements the work of the Active Schools Network by promoting increased opportunities for children and young people to get active and stay active.

“At sportscotland we recognise the power of sport to change lives and by encouraging young people to adopt healthier lifestyles we really are investing in Scotland’s future.”

Ashley Howard, Chief Executive Officer of Scottish Swimming, said:

“Swimming is one of the best forms of physical activity for children, which is why we welcome the Take Life On campaign in promoting the importance of meeting the minimum physical activity guidelines. This follows yesterday’s news that the Scottish Government is continuing to support the Swimming Top Up programme, providing further opportunities for children to learn to swim in a fun, effective and sustainable way.”

The campaign also includes a number of community events where parents will be given one-to-one advice on low-cost and fun activities for their children.

It was announced yesterday that around 2,500 primary school children in deprived areas are expected to benefit from the Top Up Swimming Programme in 2012 thanks to £420,000 of Scottish Government funding. The programme supports the improved delivery of swimming lessons to ensure that all children have the opportunity to learn to swim before leaving primary school. Local authorities will decide how best to design services in their area or supplement existing provision.

Related information:

Take Life On website