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The non-departmental public body, Sport England campaign to keep the nation active during the coronavirus (Covid-19) pandemic, Join the Movement, continued with the recent launch of a television advert.
Made entirely with self-shot videos from members of the public embodying Sport England’s #StayInWorkOut motto, the ad has been backed by the likes of triathletes Alistair and Jonny Brownlee, Strictly Come Dancing’s Karen Hauer, ex-England footballer Kelly Smith and former European 10,000m champion Jo Pavey.
In addition to the TV campaign, a radio advert has been voiced by Mel Giedroyc and there will also be online advertising to spread the message as far as possible.
“Keeping active has never been more important when you consider the profound benefits it can have for our mental health and physical wellbeing,” said Tim Hollingsworth, Chief Executive of Sport England.
“We’ve launched this advert today to celebrate all the diverse ways the public have been keeping active, whether at home with their family or alone and help people feel connected through a shared joy of moving.”
The Join the Movement campaign, supported by the Department for Digital, Culture, Media and Sport and funded by the National Lottery, launched on 26 March and aims to inspire people to get active during these uncertain times – both for their physical and mental wellbeing.
To get a measure of public opinion and activity levels during the coronavirus crisis, Sport England has commissioned ComRes to conduct ongoing research.
The latest results show 38% of adults in England have done less physical activity or exercise in the past week compared to a typical week before the restrictions came into effect – this is in spite of 66% saying they have more time to be active and 63% saying it’s more important to be active now, than before the pandemic.
Among those reporting, reduced activity levels are older people, those on low incomes, women, those living alone, people in urban areas and those self-isolating due to an increased risk because of their age or health condition.
The advert was designed to show that, despite the current restrictions, everyone can still get active in some way, regardless of the size of their living space, access to equipment or ability.
Whether it be six-year-old Olive Newman using her living room skate ramp, lifestyle blogger and amputee Milly Pickles attempting a handstand, or the ‘Skipping Sikh’, 73-year-old Rajindar Singh from Berkshire – the advert is a celebration of improvisation and adaptation.
“We’re now in the second phase of lockdown and we want people to continue to feel inspired so that fatigue doesn’t set in, much like we see after January,” added Tim.
“People’s relationship with activity has had to change as gyms and sports clubs are closed, and we’re staying at home more. We’re aiming to show that it is possible to stay active, and even gain new habits, no matter your age or background. We’d encourage people to Join the Movement, share their own content using #StayInWorkOut and check out the website for free workout tips.”
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