Children across the UK are being encouraged to get active this summer with the launch of Activate, a brand-new animated fitness series created by Joe Wicks and backed by the UK Government as part of its 10 Year Health Plan.
The series, co-produced with BAFTA-winning Studio AKA, features 5-minute animated episodes combining upbeat music from Universal Music UK with fun, easy-to-follow movement routines. The aim is to inspire children to enjoy short bursts of physical activity that can significantly improve both their physical and mental health.
This marks the first time Joe Wicks has been brought to life in animated form. The government has committed to funding 10 additional episodes, with new content released weekly over the summer on The Body Coach TV YouTube channel.
Lisa Nandy, Secretary of State for Culture, Media and Sport, commented:
“I know what a difference sport and physical activity make in shaping a young person’s life. It’s why we’re investing £400 million in grassroots facilities for all, joining up schools with sports clubs across the country and backing major events that inspire.
“For too long, it has felt as if we have hit a ceiling on participation in this country, and for too long the dial on inactivity has gone unmoved. Together, through initiatives like this, we will put that right and deliver on our Plan for Change.”
The series was launched at Ripple Primary School in Barking, where Joe Wicks and Health Secretary Wes Streeting met with teachers and parents to promote the importance of keeping children active during the holidays and beyond.
Activate is part of a broader government strategy to shift the NHS from treating illness to preventing it. Physical inactivity is a major contributor to chronic illness and costs the NHS an estimated £10.5 billion annually.
Joe Wicks added:
“Activate is the natural next step in everything I’ve worked towards over the past decade. From my early YouTube workouts, to ‘PE with Joe’ during the pandemic, my goal has always been to get children moving and feeling good - physically and mentally.
“This project brings together everything I am most passionate about, and everything I’ve learned on my journey - going back to my own childhood where I discovered movement as a way to cope with the challenges of living with parents with drug addiction and mental health issues.
“Activate is designed to make movement fun and inclusive for every child, with short, high-energy workouts that fit into everyday life. These can be enjoyed in the living room, the garden, in the classroom, or anywhere else!
“As a dad, I know how important it is to make movement something kids enjoy, not something they have to do. That’s exactly what Activate is all about so I hope it can be a real support for busy families, this summer and beyond.”
The programme complements other measures in the 10 Year Health Plan, including:
- A world-first partnership with food retailers to promote healthier choices
- Restrictions on junk food advertising aimed at children
- Reform of the soft drinks industry levy to encourage healthier products
Obesity rates among children have doubled since the 1990s, with more than 1 in 5 children living with obesity by the end of primary school — rising to 1 in 3 in areas of high deprivation. Activate aims to help reverse this trend by making movement fun, accessible, and part of everyday life.
Image credit: iStock
