How to create consistent physical activity messaging

Thursday 9th May 14:05 - 14:45

With an update to the Chief Medical Officer’s recommendations on physical activity due in 2019, now is the time to revisit the importance of consistent messaging around physical activity. Encouraging people to be more active requires more that just signposting – it requires a reframing of messages to suit a range of audiences.

With this in mind what should be the aim of messaging?; who should we be targeting?; what approaches should we be taking and what should the ‘message’ contain?; and how can the impact of messaging be evaluated effectively?

This session will hear how messaging can encourage long term behaviour change with presentations from the expert working group advising the CMO on physical activity messaging; The Richmond Group of Charities and Sport England who are creating an exciting and unique collective set of physical activity messages to implement across Richmond Group charity communication channels; and Sport England sharing insights from the hugely successful ‘This Girl Can’ campaign now in its second phase.


Professor Charlie Foster OBE, Senior Lecturer in Physical Activity and Public Health at University of Bristol

Physical activity messaging – specificity or generality, or how much is enough?


Bob Laventure, Director, Later Life Training, at and member of the Expert Working Group advising the UK CMOs on physical activity communication and surveillance ​

Collaboration and audience insight: re-framing the messages about physical activity


Michelle Roberts, Physical Activity and Health Programme Manager at The Richmond Group of Charities

Lessons from the This Girl Can campaign


Kate Dale, Strategic Lead - Campaigns at Sport England