To help families keep children moving all year-round, the Department of Culture, Media & Sport (DCMS) has launched ‘Let’s Move!’ in Lancashire campaign which aims to help parents discover simple, fun, and pressure-free ways to build movement into daily life, which can start with just 10 minutes of activity.
The campaign features real families from across Lancashire and other regions having fun getting active together in ways which suit them. Angela from Burnley, who features in the campaign with her two children, comments:
“As the darker nights set in, it can be a challenge to keep the kids motivated to move. But we’ve discovered that even the simplest activities – like longer walks at the weekend, going to the park, or dancing around the kitchen – they all help keep our children active, boost their mood, and improve their focus.”
The 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.
The national campaign is supported by TV personality Joe Wicks, who got the nation moving during ‘PE With Joe’, is backing the campaign following the success of his animated workout series Activate, which was supported by a cross-section of government departments including DCMS, DfE and DHSC. The series aims to make fitness fun for kids with short five-minute animated workouts. He shares new top tips as part of the ‘Let’s Move’ campaign to help families slot activity into their everyday life, including being a role model, exploring local activities and getting outside whatever the weather.
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% [1] 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.
The campaign supports the Government’s Health Mission, which prioritises preventative health measures, including addressing physical inactivity. Already, more than £900 million has been committed to build grassroots facilities in the places that need them most and deliver a pipeline of major sports events that inspire the nation. Alongside this, the new School Sport Partnerships and Enrichment Framework will ensure all young people have equal access to high-quality sport and extracurricular activity. Sport England evidence shows that improved health from participation in sport and physical activity relieves pressure on the NHS through £10.5 billion a year in health and social care savings.
Sports Minister Stephanie Peacock says:
“Building a more active nation is a huge part of this Government’s Plan for Change and we want to show families all over the country just how many ways there are to get involved. Whether it’s dancing, playing team sport or playing in the playground with their friends, we know that children who get at least an hour of exercise a day experience so many benefits – they’re happier, healthier and focus better at school.”
Sport England data also shows significant inequalities remain in activity levels, with Black (42%) and Asian (43%) children and young people, and those from the least affluent families (45%), still less likely to play sport or be physically active than the average across all ethnicities and affluence groups.
Chris Boardman, Chair of Sport England remarks:
“Active kids grow into active adults, easing pressure on the NHS and strengthening the economy. Everyone wins and it can start with something as simple as a ten-minute dance in the living room or a quick bike ride”.
Lancashire parents face challenges in keeping children active, with 50% of kids not meeting the daily 60-minute activity goal. New research findings show that two thirds (66%) of parents say their children’s physical activity levels are likely to suffer a seasonal dip during autumn and winter, with cold or wet weather (43%) and darker evenings (38%) highlighted as the key barriers.
The ‘Let’s Move’ campaign promotes families moving more together and emphasises how parents’ habits shape their children’s lifestyles – the majority of parents (87%) believe their habits influence their child’s activity levels, and highlights how everyday routines can support healthy, active lifestyles.
While many children enjoy sports, some are deterred by low confidence or dislike of competition, however, 94% of parents in Lancashire say their children enjoy play as a form of movement, with top activities including visiting the playground (43%), riding a bike (31%), dancing (51%) and playing tag or chase (33%).
For more information about the campaign, please visit nhs.uk/LetsMove
(https://www.nhs.uk/healthier-families/activities/?WT.mc_ID=short_Nov25)
NB: The attitudinal research was conducted by Censuswide between 22.10.2025 – 28.10.2025, with a sample of 2,519 parents and guardians of 7-11 year olds in England only.
[1] 81% of parents underestimate how much physical activity children need (only 14% were aware it should be 60 mins or more.)