Routes to Move - Inspiring children and families to
move and play, every day.

Routes to Move is a behaviour change campaign in North Bradford that aims to encourage children and their families to be more active. An interactive map guides users to community centres, parks and primary schools, with safe and fun routes featuring homemade play elements that encourage active exploration. These elements are created by the children and their families themselves in workshops held in the community centres.

In North Bradford, only 20% of children achieve the recommended 60 minutes of physical activity per day. In addition, only 7.3% of the population uses public green spaces for sporting activities. The poverty rate among children is high and the cultural diversity of the city requires a sensitive campaign design that is inclusive and overcomes cultural and language barriers.

As well as providing a map and route, the campaign also provides toolkits for community centres and schools containing all the information they need to take part. Activities such as building the play elements and installing them will be communicated via the campaign website and social media. A highlight will be a promotional day in the town centre, where families can try out the play elements and explore the route on a giant floor poster.

Routes to Move aims to create a stronger sense of community through creative and interactive elements and encourage children and their families to exercise regularly. The campaign aims to promote health and social interaction in the community by providing a fun and educational experience that embraces cultural richness and diversity.

Format : Behaviour Change Campaign

Topic: More exercise for children in North Bradford, England  

Year: 2019

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Collaboration with Sandra Reith & Jule Weigand

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