Context

Caveat

What we want

Situational analysis

Framing principles

Core messaging

Talking about obesity

Talking about long term health resilience

Talking about mental wellbeing

Talking about children and young people

Talking about older adults

Talking about walking

Annex

As the city -region emerges from the most stringent lockdown restrictions, this document seeks to prov ide

messaging advice and guidance to our partner organisations, based on positive message framing.

Our aim remains to change lives through physical activity and sport and our collective ambition is to see 2 million

GM residents moving by 2021. Our approach, messaging and collective work as we emerge from lockdown needs

to be inclusive, positive, supportive, clear and guided by principles of safety and wellbeing first.

The messages in this document are prov ided for organisations to use in their public facing communications.

The pandemic has acted as an agent of change – underlining the importance of our shared ambition to encourage

more people to move more everyday. Although it’s clear from the national messaging delivered by the government

and the scientific advisers that we still have some way to go before the pandemic is over, as system influencers

we're keen to prov ide our thoughts on the messaging around physical activ ity that’s now needed to keep GM

moving.

The overall behavioural aim will be to sustain and, in some cases, permanently change behaviours over the long-

term.

A ‘war’ on obesity: The link between obesity and less positive covid-19 outcomes for obese patients, has been

heavily reported in the national press. A third of all people who have died of coronavirus in UK hospitals were

overweight. The Government is promising action on obesity which presents an opportunity for PA messaging.

This messaging document has been created in the absence of

qualitative research insights from our varied and complex audiences.

We recognise that it will take many months to unpick the activity data

and insights from any commissioned new insight work, to truly

understand the impacts the crisis and the lockdown has had on

people’s activity behaviours, motivations and barriers.

To that end, it presents our best judgements and framing insights

gathered from the Frameworks Institute. Messages are also

influenced by recent national media articles about physical activity

and obesity which are an indicator of the public narrative into which

our messages exist – see annex for snapshot. This is very fluid

situation – the potential for local lockdowns will further impact

audience behaviours and attitudes.

We want to turn up the dial on the importance of moving,

without becoming preachy and finger pointy.

We want to be . Moving has always mattered but now

more there is an opportunity to accelerate our vision and to

be assertive with system partners on the importance of it

within the health agenda.

We want our messages to be grounded in good framing

principles.

We want to be involved in the conversation about obesity –

but be careful about the language used (‘war’ is not a helpful

term).

We want to speak as one, aligning our messages.

Recent Sport England research has revealed that lockdown has given the nation a new desire to

exercise, with of the population intending to be more active as restrictions are eased (data

collected 19th – 22nd June).

There was a recognition that locally and nationally, we’ve all been working together to get the

messages right during lockdown and keep the balance between the stay at home/get out and be

active message. GM have managed this really well and created to unify and

align the messages across the system on the whole.

In August GM Moving will re-introduce the walking marketing campaign (postponed from March).

The creative celebrates individual walking stories to share the joy and benefits of walking.

Adverts will run across GM.

In September the final phase of That Counts, the campaign to re-frame what it means to be physically active, will run across GM.

GreaterSport has collected a few (and growing) case stories that demonstrate how individuals are moving during lockdown and how organisations are adapting to help people move more. Case stories are on the GreaterSport website and are available for partners to us – contact us for more information or to share your stories.

We all love stories – storytelling is fundamental to human societies - and therefore, to social change. Use case stories of individuals ‘like me’ who are moving more.

Social norming can help us. Social norms are rules of behaviour. They inform group members how to construe a given situation, how to feel about it, and how to behave in it. Most of us want to feel like we’re part of a group. Use stories and data to encourage people to be part of the group.

Our overarching message should help people to see this as a moment in time when change (moving more and real lifestyle change) is possible, necessary, and desirable for the sake of their health and happiness.

Other messages focus on the range of benefits of moving more and reinforce the 30 minutes a day target for adults.

Messaging should also empathise with audience – noting that it’s not easy to be physically active and provide encouragement in the form of bitesize tips and link to resources.

Where helpful, the Active Lives data for each borough might be useful to help with social norming: i.e.

We know people value being active and this has continued during the pandemic, with many people recognising the benefits of being active on their physical and mental health. Moving more is good for all of us as it helps to keep our mind and body healthy. Let's choose to move more for a healthier and happier future.

Moving more will help you to keep well and live well, by enhancing blood sugar control, reducing the risk of cardiovascular diseases, burning excess body fat, improving muscle strength, increasing bone density and strength, and lowering blood pressure.

Just of activity a day helps increase your energy so you can get more done. It helps you sleep well too, so you’ll feel more awake during the day. It can also really improve your mood as well as your fitness, helping you to feel happier and healthier.

Moving more at the current time is so important but we know it’s not easy, –

Just 30 minutes of activity a day helps increase your energy so you can get more done. It

helps you sleep well too, so you’ll feel more awake during the day. It can also really improve

your mood as well as your fitness, helping you to feel happier and healthier.

Moving more at the current time is so important but we know it’s not easy,

With a few simple changes it’s easy to build more physical activity into your daily routine.

With small changes and consistent effort, you’ll soon see positive weight changes.

Consider walking or biking to work and school. Pack healthy lunches instead of buying food

on the go. Turn off the television and get moving! Lots of small changes really do add up.

Focus on specific health benefits of moving more.

However it’s important to note that previous GS research suggested that our inactive audiences are not motivated by health benefit messaging –preferring softer more immediate pays offs (i.e. improved sleep). Previous GS/GMM messaging has not focused on health messages.

Considering the enormous amount of evidence to support the role of physical activity and exercise in the prevention and control of non-communicable diseases, it, therefore, becomes logical to now adopt stronger health benefit messaging.

Moving more will help you to keep well and live well, by enhancing blood sugar control, reducing the risk of cardiovascular diseases, burning excess body fat, improving muscle strength, increasing bone density and strength and lowering blood pressure.

It doesn't matter how you move, as long as you do. Whatever way people choose to do it, moving more can improve health and wellbeing. In the long-term it also helps protect against serious illnesses like cancer, heart disease and stroke.

Staying active will help you release anxiety, relieve stress, and manage your mood. While the gym and group classes are out, you can still cycle or walk.

Or if you’re at home, look online for exercise videos you can follow. There are many things you can do even without equipment, such as yoga and exercises that use your own bodyweight.

The summer holiday will provide a critical opportunity to support the mental and physical health and wellbeing of children and young people. After months of school closures, social distancing and lack of community connection, this will be a crucial time to re-engage children, providing vital support before transitioning back into school in September.

Settings provide safe enriching activities that give children the opportunities with others outside their household and offering childcare options to parents/carers working throughout the summer.

180 minutes a day https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/829882/1-physical-activity-for-early-years-birth-to-5.pdf

Tummy time

Take me out my car seat and let me move around.

Aim for an average of 60 minutes a day over the week. https://assets.publishing.service.gov.uk/government/uploads/system/uploads/attachment_data/file/832861/2-physical-activity-for-children-and-young-people-5-to-18-years.pdf

Provide routine

Prepare for returning to school in September

Be aware and sensitive to changes in situation i.e. poverty

Spread activity throughout the day

Young People messages

Provide a safe space for young people to socialise

Little and often

Avoid using too many health messages or links to the future – refer to the here and now benefits i.e. improved confidence, better mood.

Provide an opportunity to shape your offer for children and young people by harnessing their voice

With services disrupted, suspended or stopped it’s recognised that there are increased risks around transitions i.e. moving to secondary, further or higher education settings requires extra support.

Be aware of an increased risk to the most vulnerable to exploitation and gang engagement.

Link to public health guidance

https://www.gov.uk/government/publications/guidance-for-parents-and-carers-of-children-attending-out-of-school-settings-during-the-coronavirus-covid-19-outbreak/guidance-for-parents-and-carers-of-children-attending-out-of-school-settings-during-the-coronavirus-covid-19-outbreak

https://www.gov.uk/government/publications/physical-activity-guidelines-infographics

Frame messages in line with public transport messages, focus on walking in the community.

Who is sharing the message? Trusted relationships e.g. GP’s, prescription delivery drivers, carers, families)

Maybe avoid the ’30 minute’ messaging initially, this may appear too much too soon. Maybe focus on ‘a walk to the shop, to the end of the street etc.’ in line with government guidance around face masks and safety

Link to the ‘Talking about my generation campaign’ podcast for lockdown stories of how older people have managed to remain active: https://talkingaboutmygeneration.co.uk/category/art-culture/

Provide messages alongside the key messages of how people can still be active at home, for those that aren’t able to leave the home (combine this with wider messaging)

Messages to align to those with LTHC’s, focusing on the wider benefits not the health benefits, look to the ‘We Are Undefeatable’ campaign for guidance on this. https://weareundefeatable.co.uk/

Focus on the messaging around socialising in line with social distancing guidance. We know pre-Covid this was key in terms of older adults wanting to connect with others. This will be stronger than ever so messages along the lines of; ‘Walk with a friend in the community or a neighbour, family member’.

Focus on the mental wellbeing element, rather than the physical.

Walking messages will be key. Highlight age-friendly walkable routes (benches, safety etc). Local ageing leads might be aware of where to signpost in communities. Signpost to https://gmwalking.co.uk/

of UK adults say they'd like to continue new physical/sporting activities or habits they've found during lockdown once restrictions are lifted – with walking by far the most mentioned activity. It’s therefore important that we continue to encourage walking as an opportunity to make short term behaviour change stick in the longer term. (Source Sport England research).

Linking walking messages to open spaces and mental wellbeing of connecting with nature are helpful.

Signpost to the GM Walking website for inspiration, local walking routes and groups: https://gmwalking.co.uk/

Walking is a great way to connect with nature. Walking in green spaces improves mood, reduces stress levels and increases concentration.

Not only does walking help you lose weight and increase your fitness levels, but it's also free! All you need are your trainers and an upbeat playlist to get you going.

Walking helps the planet. By parking the car up and walking instead, you help to reduce air pollution. This is particularly important for short journeys. Taking the car for short journeys uses almost twice the CO2 per mile. So leaving the car keys at home, helps you and the environment.

Walking for weight loss is a great idea. Not only is walking easy on the joints – so a good way to start getting moving – but brisk walking can burn around 200 to 300 calories per half hour.

For further information or support with messaging and communications please contact us at:

marketing@greatersport.co.uk