7. LEVELOFACTIVITY
AGE
KIDS WITH 2 INACTIVE
PARENTS 5.8 X LESS
LIKELY TO BE ACTIVE
MAY LIVE 5
YRS LESS
DRAINS
ECONOMIES
A DEADLY CYCLE
30% OF
CHILDREN
OBESE
SCORES 30%
LOWER ON
TEST
51% MORE
LIKELY TO BE
DELAYED IN
SCHOOL
EARNS LESS
AT WORK
MORE
SUBSTANCE
ABUSE
HIGHERHEALTH
CARECOST:
$2,741/YR
LOWER
PRODUCTIVITY
1 WEEK/YROF
EXTRASICK
DAYS
MORE
DISEASE:
3.2 MILLION
DEATHS/YR
8. SOCIAL CAPITAL:
Community Cohesion
Stronger Social Networks
Reduced Juvenile Delinquency
Teamwork
Civic Participation
Safety and Support
Increased Gender Equality
INDIVIDUAL CAPITAL:
Creativity
Empathy
Confidence
Courage
Negotiation
Collaboration
Invention / Innovation
Leadership
Self Esteem / Self Worth
INTELLECTUAL CAPITAL:
Concentration
Decision-Making
Attention Span
Grades / Graduation Rates
Executive Function
Problem Solving
Communication Skills
EMOTIONAL CAPITAL:
PREVENTION / TREATMENT
Anxiety
ADHD
Dementia
Stress
Depression
Self Esteem
FINANCIAL CAPITAL:
Less Absenteeism
Higher Productivity
Increased Income
Higher Performance
Lower Healthcare Costs
PHYSICAL CAPITAL:
PREVENTION / TREATMENT
Type 2 Diabetes
Obesity
Joint Mobility
Osteoporosis
Colon Cancer
Breast Cancer
Motor Skills
Cardiovascular:
Morbidity / Mortality
Wellbeing:
Less Smoking
Drinking
Drug Use
THE SOLUTION IS CURRENTLY
UNDERVALUED
9. ACTIVE
KIDS
LEVELOFACTIVITY
AGE
ACTIVE PARENTS,
ACTIVE KIDS
MAY LIVE 5-10
YEARS LONGER
STRONGER
ECONOMY
40% HIGHER
TEST SCORES
MORE
GRADUATES
15% MORE
LIKELY TO GO
TO COLLEGE
EARNS 7-8%
MORE
LESS
SUBSTANCE
ABUSE
LOWER
HEALTHCARE
COSTS
(~$2-3K PER
YEAR)
HIGHER
PRODUCTIVITY
(ONE FULL WEEK
OF WAGES
GAINED FROM
LESS
ABSENTEEISM)
LESS
DISEASE
(REDUCEDRISKOF
HEART DISEASE,
STROKE,
CANCER,
DIABETES)
1/10th LESS
LIKEY TO BE
OBESE
THE OPPORTUNITY
10. TO BREAK THE CYCLE:
FIRST 10 YEARS
WINDOW FOR IMPACT
18. BIG IDEAS
TO MOVE WESTERN EUROPE:3
1. ACTIVE
SCHOOLS:
BEFORE DURING AND AFTER
2. ALIGNED POLICY
& FUNDS
FORFIRST10YEARS
3. ELEVATE
DEMAND
THROUGH
PARENTS
19. 19
ALL-PARTY COMMISSION ON PHYSICAL ACTIVITY
• 4 co-chairs representing: sport, health, education, transport &
urban planning
• Baroness Tanni Grey-Thompson, Charlotte Leslie MP, Barbara
Keeley MP, Julian Huppert MP
• 1 evidence session for MP’s and Peers, 4 sector evidence
sessions for experts and stakeholders
• Written evidence submitted at activitycommission.com
• Supported by DTM Champions; Nike, Sustrans, British Heart
Foundation, Lawn Tennis Association, Premier League and The
Young Foundation
• Lord Seb Coe as an official Designed To Move champion
• Report expected to be released March 2014
Objective: Establish a Parliamentary commission to review evidence, create
momentum, change the conversation amongst political stakeholders and make direct
policy recommendations to tackle the physical inactivity crisis in the UK
22. SUPPORT THE COMMISSION
WRITTEN EVIDENCE SUBMITTED AT
WWW.ACTIVITYCOMMISSION.COM
TWEET SUPPORT USING
♯activitycommission
• EXPERT WITNESS SECTOR HEARINGS (TBC);
• TRANSPORT AND URBAN PLANNING, 20TH NOVEMBER
• SPORT, 12TH DECEMBER
• EDUCATION, 15TH JANUARY
• HEALTH, 29TH JANUARY
• CONCLUDING MEETING, 26TH FEBRUARY
• REPORT RELEASE, MARCH 2014
• ONGOING COMMUNICATION PLAN SUPPORTED BY ALL THE CHAMPIONS OCTOBER 2013 – MARCH 2014
NEXT STEPS;
Editor's Notes
And so, this is a model we created- we’re calling it the Human Capital Model.
It stands for the definitive fact based, the truth on the benefits that are connected to a person’s physical activity levels and in some cases very specifically to participation in sports
over 500 pieces of research were studied and cited to create this model.
Just to summarize it quickly:
There are 6 dimensions of the HCM that we have been able to categorize all the benefits into
we call them “capitals” because we fundamentally believe this is a human capital development strategy with benefits that go so far beyond what common knowledge believes, might just be boiled down to physical benefits.
If you step back without going into the details of this model, what emerges is so much more than a list of benefits.
What emerges is an incredibly powerful and holistic crosscutting solution to so many things.
What’s exciting as a company that we don’t have to now choose just one thing to stand for. We can actually stand for the collective whole.
We know the benefits of physical activity are immense and far-reaching.
The data shows us that physical activity is incredibly powerful and a holistic cross-cutting solution to so many things.
If you lay those benefits over a lifetime of a kid, you can see that active kids just have a much more happier path of opportunity:
- less likely to be obese,
transition through school performing much higher.
As they go into the work force, they will be much higher performing potentially earn more in the workforce
and then go on to be productive contributors to our economy and
of course to pass this behavior on inter-generationally.
This is the cycle we need to put in place – a positive, reinforcing cycle – for individuals, families, communities, and nations.
That is a quick version of the facts, research and science we’ve been students of over the past couple of years.
But we never rely on just the facts. It also essential to fact check them with the kids.
We spent the better half of 10 months- (with Weiden & Kennedy) and reached out to do over 500 interviews with kids, parents, teachers and other gatekeepers so we could begin to get a better sense of what is going on with the kid who is inactive & what’s also going on in their supporting environments.
They went to 9 different cities- including locations in China, US, Rio, London and Berlin
We learned so much, that we are still coming to grips with the wealth of insights that have come out of that particular piece of work.
What I’d like to share today are just 3 insights that transpired really early in the work but have had a profound impact on how we’ve been thinking about strategy and areas of focused.
3 ideas that are interlinked
Quality PA in schools is dependent upon policy and football clubs are a key deliverer in UK schools and politicians listen to voters….parents of school kids and football fans make up a large voter base!
Whether you’re an individual, family member, or industry leader – everyone has a role to play in the change.
There are 3 things you can do immediately:
1) Go to designedtomove.org, download the information, and spread the message. In this day and age, we all know the power of social networking.
2) Align against the 1 Vision, 2 Asks Framework. In your work and experiences with children – leverage the 7 design filters. It’s important that we get kids moving at an early age and in a fun way.
3) Make family time – active time. Kids love to move and, as adults, it’s the signals we send by the choices we make that show kids physical activity is an essential part of everyday life. So go for a walk, ride a bike, kick a ball – dance! Opt for an active choice in each day.
