Disney and Change4Life launch The 10 Minute Shake Up campaign

Public Health England has teamed with Disney to launch a new Change4Life campaign, designed to get kids active throughout the summer holidays.

The 10 Minute Shake Up campaign will use popular Disney characters alongside the Change4Life animations, to encourage kids to engage with 10 minute bursts of exercise.

The aim is to help them reach the recommended 60 minutes or more of physical activity children are advised to get a day.

The launch of the campaign follows the release of recent survey results that suggest that 48 per cent of parents say their children complain about being bored in the summer holidays.

52 per cent parents want to use the summer break to encourage their kids to be physically active, but 47 per cent are concerned about the cost.

“As a mother, I know how difficult it can be to find ways to keep the family active and entertained during the summer holidays,” said Dr. Ann Hoskins, director for children, young people and families, Public Health England.

“That’s why Change4Life and Disney have teamed up to bring families fun, free games and activities that children can do in just ten minutes. Encouraging children to do a few extra ten minute bursts of activity every day can make a real difference to children’ health.”

The 10 Minute Shake Up campaign offers families a host of Disney inspired activities and games, while parents can join in by signing up to receive a free 10 Minute Shake Up Pack, featuring a stopwatch, Disney activity cards and a wall chart and stickers.

Marianthi O’Dwyer, VP, head of living well at The Walt Disney Company, added: “This campaign uses children’s favourite characters including Mickey Mouse, Sulley and Olaf and their recognizable signature moves and stories as inspiration to get active.

“Disney’s vision is to inspire families to flourish, by encouraging life-long healthy behaviours, through story-telling, imagination, fun and play. This campaign with Change4Life is just the start of our commitment to this vision.”

The 10 Minute shake Up campaign will run for six weeks from July 15th and will see adverts running on TV including Disney channels and in Disney Stores, cinemas, magazines and online.

Disney will also be supporting the campaign with specific 10 Minute Shake Up programming on its channels, from dance along tutorials to football and basketball skills and tricks for kids to learn.

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