Tackling youth inactivity

With Headland’s support, Virgin Active launched its first ever CSR programme: Active Inspiration. The collaborative campaign has brought the public, private, and third sectors together to tackle rising levels of youth inactivity across the UK. Ultimately, the ambition is to enable 500,000 young people to be more active over  the next five years.

Headland worked with Virgin Active to create a credible campaign, raising awareness of youth inactivity among key political stakeholders and driving mainstream media coverage.

In collaboration with key charity partners and schools across the UK we developed four key strands::

AttrActive: In partnership with Women in Sport, we worked with 100 Year 7 girls to design a 10 week activity programme to help them overcome the negative perception they have of PE.

Active Minds: A programme in partnership with Enabling Enterprise, where students developed entrepreneurial skills by designing new ways that activity can be incorporated throughout the school day.

Active Crew Club: A nationwide programme that enables the least active primary school children to enjoy physical activity through new and non-traditional exercises.

Playmakers: This year we are working in partnership with University of Bedfordshire to equip primary school teachers with sufficient skills to teach PE with confidence. This included hosting a two-day intensive teachers’ Summer Camp.  

We landed  69 media articles in the first 3 months, 32 national media hits to date in publications such as the Telegraph and Daily Mail, and we’ve driven over 114,000 Twitter conversations. In February 2016, we secured a major feature for Active Crew Club in the Independent on Sunday, with the newspaper coming out in support of programmes like Active Crew Club in the leader column.  

We’ve also secured endorsements from the Department of Health, Public Health England, DCMS and Edward Timpson MP, Minister for Education.

But the best thing has been the positive impact on  young children across the UK, with 91% of those who participated in the first year inspired to be more physically active.


Video Credit: Given London