Change4Life partners with Disney on children's fitness campaign

Six week '10 Minute Shake Up' campaign aims to help children do extra 10 minute bursts of daily activity.
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Change4Life is partnering with Disney on a major new campaign to encourage children to meet the minimum 60 minutes of moderate to vigorous exercise they need each day.

Change4Life and Disney aim to get the country moving for an additional 100 million minutes over the summer by helping children to do a few extra 10 minute bursts of daily activity.

The '10 Minute Shake Up' campaign will run for six weeks from July 15th.

Disney will be providing its characters to feature alongside the recognisable Change4Life animated family to create exclusive content for schools, TV, print and online media, social channels and events.

“This partnership with Disney is really exciting," said Sheila Mitchell, marketing director at Public Health England.

"Evidence shows that children have a unique bond with Disney as a brand, their stories and its characters. By utilising this already established connection we aim to drive our keeping active messages amongst children and families, helping Public Health England to push forward with the goal of helping more families to eat well, move more and live longer.

“We hope that this campaign is just the start of a longer term relationship with Disney, who are aligned with our ambition to help families keep active this summer.”

With 1.5 million families signed up, Change4Life aims to get the country eating well and moving more through work with schools, local authorities, healthcare professionals, charities and community groups.

“Imagine having your children’s favourite characters like Mickey Mouse, Sulley or Olaf on hand to inspire them to get active, that’s the vision for the summer campaign for Change4Life," added Marianthi O’Dwyer, VP, head of living well at The Walt Disney Company.

"For many years children and families have enjoyed Disney’s timeless storytelling and wonderful characters, this partnership is about bringing those stories to life through simple, fun activities to help children get the daily exercise they need.”

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