The Change4life 10 Minute Shake up with Disney Campaign

· The Change4Life 10 Minute Shake Up with Disney campaign

· Key messages

· Summer 2016

Please note that the information in this document is strictly embargoed. Information about the Change4Life 10 Minute Shake Up with Disney campaign should not be shared publicly until 00:01 5 July 2016.

Key messages

The below table includes the key messages for this summer’s Change4Life 10 Minute Shake Up with Disney campaign.

Please note that 10 Minute Shake Up has no hyphens and is capitalised. Please also note that in the first instance, the Amateur Swimming Association (ASA) should be written in full with the acronym in brackets and referred to thereafter as the ASA.

Primary messages – 10 Minute Shake Up with Disney campaign / · This summer Disney, Change4Life and the Amateur Swimming Association (ASA) are encouraging kids to ‘Just Keep Moving’ as they kick off a summer of activity inspired by the new Disney·Pixar film Finding Dory.
· The Change4Life 10 Minute Shake Up with Disney campaign is back to encourage children to get the 60 minutes of moderate to vigorous physical activity they need each day.
· Families can once again take part in the 10 Minute Shake Ups as well as enjoying Finding Dory inspired family swim sessions at local pools across the UK, all approved by the ASA.
· Every 10 minute burst of exercise can make a real difference and helps kids get the 60 minutes they need each day. Every child, every day, every 10 minutes counts!
· 2016 marks the third year that Change4Life and Disney have come together to inspire children to move more, with fun 10 minute bursts of activity - Shake Ups - inspired by some of Disney’s most recognisable and popular characters.
· The campaign is urging families to ‘Just Keep Moving’, to get kids more active and understanding the importance of a healthy lifestyle.
· Search Change4Life online for Disney and Finding Dory inspired 10 Minute Shake Ups and don’t forget to book your swim session at www.disney.co.uk/justkeepmoving.
Benefits of physical activity to children / · Physical activity has direct benefits to children’s physical, social and emotional development.[1]
· There is strong evidence that participation in physical activity and sport has a positive impact on children’s social skills and self-esteem.[2]
· Social benefits for children as a result of physical activity include increased confidence and peer acceptance, as well as a link to friendship.[3]
· In school-aged children, physical activity can lead to better academic achievement, increased attention span, improved behaviour and self-confidence as well as increased physical health and a reduced risk of developing chronic conditions and other illnesses in the future.[4]
· Moderate to vigorous physical activity is beneficial for a child’s physical, social and mental wellbeing. Examples include bike riding and playground activities. Vigorous intensity activities include fast running and sports such as swimming or football.
Obesity/ inactivity levels among children / · Just 21% of boys and 16% of girls currently meet the national recommended level of activity of 60 minutes each day.[5] The stark difference between boys and girls can be seen from as early as 8 years old, which some experts suggest could be attributed to confidence, body image worries and insecurities.
· A third of 10-11 year olds and a fifth of 4-5 year olds in the UK are either overweight or obese,[6] yet 79% of parents with an overweight child do not recognise that they are, and of those that do, 41% do not realise that it is a health risk.[7] Furthermore, parents tend to overestimate how active their kids are.[8]
PHE / · Change4Life has a proven track record of mobilising the country to eat well and move more through work with schools, local authorities, healthcare professionals, charities and community groups.
Disney / · Disney is supporting families over the summer to get kids active and encourage them to ‘Just Keep Moving’ all inspired by Disney·Pixar’s Finding Dory.
· Since 2006, Disney has been looking at the different ways it can support families to live more healthily. This includes introducing robust nutritional guidelines for food and drinks as well as their advertising, offering content that positively focuses on healthier lifestyles such as Disney Channel’s First Class Chefs, and inspiring activity and healthier eating through programmes such as Change4Life ‘10 Minute Shake Up’.
· Disney has partnered with Change4Life and the ASA this summer inspiring kids to get active and make exercise fun using the connection that kids have with Disney stories and characters.
Finding Dory family swim sessions / · This summer, the whole family can enjoy Disney·Pixar Finding Dory inspired swim sessions for an hour of in-water fun, all approved by the ASA.
· The Finding Dory inspired family swim sessions provide an interactive hour of storytelling fun and activity for the whole family (as well as counting as FIVE of your daily Shake Ups) based on ASA foundation swim skills.
· Book your swim session now at www.disney.co.uk/justkeepmoving
Parenting media / · Most children are not as active as they need to be – which isn’t great for their little bodies.
· Increased activity is good for a child’s physical, social and mental wellbeing. The Change4Life 10 Minute Shake Up with Disney campaign is inspiring children to get active and have fun together this summer.
· Families can once again take part in the 10 Minute Shake Ups as well as enjoying Finding Dory inspired family swim sessions at local pools across the UK, all approved by the ASA.
· Being active helps your children to build social skills, boost self-confidence, improve bone and heart health and maintain a healthy weight.
· In 2015, 80% of mums agreed that their children did more activity thanks to the 10 Minute Shake Up campaign.[9] This year, there are even more Disney inspired games that kids will love, including new games inspired by Disney·Pixar’s new film Finding Dory.
· The summer holidays are long and it can sometimes be a real struggle for parents to try and keep children entertained. This campaign aims to shake things up by providing helpful games and inspiration to bust boredom and encourage them to get up, get active and have fun this summer.
· Search Change4Life online for Disney and Finding Dory inspired 10 Minute Shake Ups.
· Don’t forget to book your swim session at www.disney.co.uk/justkeepmoving
Schools / · Look out for the Change4Life and Disney 10 Minute Shake Up wall charts, which will arrive at primary schools during the summer term (early July)!
· 3.6 million 10 Minute Shake Up campaign wall charts will also be distributed to primary schools that receive the Schools Fruit and Veg Scheme (SFVS) deliveries, week commencing 4 July.
· Primary school teachers will also receive teaching resources for Early Years, Key Stage 1 and Key Stage 2, which link directly to the national curriculum and will make it easier for teachers to deliver physical activity throughout the school day.
· Visit the Change4Life School Zone to download the teaching resources to help pupils get active ahead of the summer, and throughout the rest of the year.

For more information please email .

[1] Anna Chalkey, Karen Milton and Charlie Foster (2015) Change4Life evidence review

[2] Anna Chalkey, Karen Milton and Charlie Foster (2015) Change4Life evidence review

[3] Anna Chalkey, Karen Milton and Charlie Foster (2015) Change4Life evidence review

[4] Burkhalter TM, Hillman CH. A narrative review of physical activity, nutrition, and obesity to cognition and

scholastic performance across the human lifespan. Adv Nutr. 2011;2:201S-6S.

[5] Health Survey for England 2012 http://www.hscic.gov.uk/catalogue/PUB13218/HSE2012-Ch3-Phys-act-child.pdf

[6] NCMP. England 2014-2015. Available at http://www.hscic.gov.uk/article/2021/Website-Search?productid=19405&q=OBESITY&sort=Relevance&size=10&page=1&area=both#top

[7] Park MH, Falconer CL, Saxena S, et al. (2013) Perceptions of health risk among parents of overweight Kids: a cross-sectional study within a cohort. Prev Med 57(1):55–59.

[8] Centre for Diet and Activity Research (IDH0069) para 3.1

[9] TNS Evaluation Change4Life and Disney 10 Minute Shake Up campaign 2015