AIMS OF THE RESEARCH
     To explore the relationships between 
     children’s physical activity, health and 
     fitness through the use of a social 
     marketing approach.
    OBJECTIVES OF THE 
    RESEARCH
      To describe and explain the physical activity choices 
      of school children to and within their school setting.
      To explore the different barriers and motivators for 
      adopting sustainable patterns in schools in the 
      South West of England.
      To identify different student health-based lifestyle 
      groups using segmentation analysis and to explore 
      the lifestyle aspirations, needs and expectations of 
      these clusters.
     To assess the potential for a social 
      marketing approach to enhance physical 
      activity amongst school aged children and 
      also encourage continued patterns of 
      physical activity amongst school aged 
      children beyond the legacy of the 2012 
      Olympics
                               RELAYS
   REASONS FOR THE 
   RESEARCH
    SEDENTARY LIFESTYLE                                                       CHRONIC DISEASE
                    OBESITY
     FACTS AND PROBLEMS OF 
     INACTIVITY
       68% of boys and 76% of         A sedentary lifestyle 
        girls do not meet minimum       causes 54,000 premature 
        recommended activity            deaths per year
        levels                         Physical inactivity in 
       In the UK 1 in 4 11-15 year     England estimate to cost 
        olds are now obese              8.2 billion per yr (2004)
       In ages 2-15 obesity/          Risk of osteoporosis in 
         overweight 31% boys 29%        later life and cancers
        girls                          Risk of cardiovascular 
       Foresight reports estimates     disease and diabetes
                                       Mental health and 
        by 2025 47% of men and          depression
        36% of women obese
     FACTS AND FIGURES                CHRONIC DISEASES