Strong reasons to take up Fit For Sport's challenge and support their Fitter Families' initiative

Fitter Schools is a free, annual initiative open to every school in the UK. Its Ambassador is Olympics medallist Roger Black MBE.

Schools that signed up for the 2010 Challenge committed themselves to becoming more active and to increasing the awareness of living more healthily to not only their children, staff and parents but also to the whole school community.

Over 7,000 schools have taken part between 2007 and 2010. 1.75 million children have participated in the challenge, with results showing a 12% improvement in fitness levels per year on average.

In line with Fit For Sport's "Simple, Achievable and Sustainable" approach, children take part in three simple challenge exercises. Pupils' improvement or aggregate scores are added together to determine the school's overall performance.

The programme includes communication with UK schools through the organisation's up to date schools database; via advertising with a sustained campaign with a positive messaging; utilising a strong local, regional and national PR platform for extensive sales and sampling opportunities; featuring local and national celebrity endorsement and access; including an association with a trusted organisation with twenty years' experience; and incorporating product integration - the opportunity to explore product/service integration wherever appropriate and the right to offer the sponsor's product or services as prizes and giveaways relating to the initiative.

Fitter Families overview: "Fitter Families is the national voice for educating families on how to incorporate lifestyle habit changes, through our 'SAS' approach.

This includes National Roadshows - in 2009, 30,000 people participated in twenty-four family activity roadshows throughout the UK; our website - over 20,000 people registered their interest and received information via monthly newsletters and the Fitter Families website; a book - to reinforce the SAS message, a glossy, bound Ian Wright Fitter Families book was published with a print run of 25,000 copies; the Challenge - which specifies defined exercises to improve fitness levels over a measured period and is designed to illustrate the benefits of leading a healthy lifestyle using the combination of the book, the website and the roadshow; a media campaign - the resulting campaign from our partners reached over a million people; and the Fitter Families learning programme, which achieved a 90% retention rate".

Contact: Dean Horridge, Founder/CEO

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