Making physical activity socially inclusive
Thursday 10th May - 15:20-15:50
The government has laid out a strategy for tackling inactivity, central to which is the need to engage the least active in society – but there are significant challenges here. Social inhibitors often contribute to a lack of participation, with the highest levels of inactivity linked to inequality. Inactivity isn’t just down to a lack of motivation – there are deep-rooted social forces at work here.
So how can physical activity engage wider society? How can we broaden the definition of physical activity; what is its role in addressing inequality; how can the sector support the least active; and which interventions are in place that will truly improve social inclusion and get people more active, more often?
Tom Burstow, Deputy Chief Executive at Sported
Tom has been working on major charity partnerships for more than 15 years, with more than a decade of experience connected to the use of sport as a tool for social change.
Through the London 2012 Olympic and Paralympic Games and the Glasgow 2014 Commonwealth Games, Tom led a team generating millions of pounds for UNICEF whilst reaching global audiences to raise awareness of the role sport can play in benefitting the lives of children around the world.
More specifically, following the success of UNICEF’s involvement in International Inspiration (the international legacy programme for London 2012), Tom led a ground breaking fundraising appeal for UNICEF during the Commonwealth Games Opening Ceremony, raising more than £3.5m (over £6m in total) and demonstrated how collaborations between major sport events and good causes can achieve amazing results.
In late 2016, Tom moved to the role of Deputy CEO at Sported; a leading UK foundation supporting 3000 Sport for Development member organisations around the UK to enable them to sustain their work with disadvantaged young people. His main functions focus on the development and management of major partnerships in support of Sported’s vision of Helping Community Groups Survive to Help Young People Thrive.