A new campaign Physical activity: it all adds up! was launched today by the Public Health Agency to encourage parents and carers to ensure children are active for at least 60 minutes every day. Research shows that primary school children in Northern Ireland have low levels of physical activity, with less than a quarter (24%) of 8–12 year olds surveyed taking part in the recommended 60 minutes of physical activity a day.¹There is also limited awareness among parents about the physical activity guidelines. When asked about the minimum amount of time that children should be active each day, only 8% of parents of 5–11 year olds correctly stated a minimum of 60 minutes a day, seven days a week.2The campaign highlights that the activity does not need to be carried out in one go but can be spread across the day in bursts that must be at least 10 minutes long.Speaking about the campaign, Dr Carolyn Harper, Director of Public Health for the Public Health Agency, said: “It is important that children get a minimum of 60 minutes moderate or vigorous physical activity every day. Physical activity levels among children here are low and have declined as a consequence of our modern lifestyle, particularly greater use of cars and children spending more time watching television and sitting at computers. This has all contributed to the decline in physical activity.â€Dr Harper continued: “We hope the campaign will encourage parents and carers to get children more active. Active children have stronger muscles and bones, a healthier heart, more normal weight, positive mental health and more opportunities to mix with other children and make friends. The campaign shows how easy it can be for children to get 60 minutes physical activity a day whether that is swimming, playing football, dancing, walking, cycling or playing games in the park – it all adds up. The key message is that being active should be fun and it doesn’t have to be done all at one time – build it up during the day with a range of activities.â€David Mayne, Community Sports Coordinator at Clarendon multi-sports facility, said: “As a community sports coordinator I very much welcome the ‘It all adds up’ campaign. At a time when childhood obesity is rising at an alarming rate, it is essential that kids get more physically active. This campaign aims to make children and parents aware of the importance of being active every day. The campaign also offers plenty of support and guidance on how parents and carers can include physical activity in the daily lives of children.”The campaign includes television, radio and poster advertising which begins today. An activity log book for children to record how much activity they do over a week will also be distributed to primary schools as part of the campaign. Posters and New You, a magazine for parents packed with health information, will be distributed to GP surgeries, dental practices, community groups and Health and Social Care facilities.For more ideas on how keep children active for at least 60 minutes a day visit: www.getalifegetactive.com