Coca-Cola Great Britain is today launching a new, long-term national programme of free and fun activities in parks. Designed to inspire people to get moving,
In its first year,
Coca-Cola Zero ParkLives is a key part of
Launching initially in three key cities,
Crucially, activities will be free to participants and thousands of structured sessions will be on offer, from Hula-Hooping to Table Tennis, Tai Chi to Zumba. The activities on offer in each city have been informed by local research and insight and will be led and delivered by trained coaches from the local area.
Jon Woods, General Manager of
“We know that cost is a barrier to participation so we hope that the free programme of activities will inspire local people to enjoy getting active a bit more and come together with friends and family in their local parks. We will expand the programme in the years ahead to provide more people in more cities with the opportunity to get moving and have fun.”
Coca-Cola GB and local councils are working with the national physical activity expert, ukactive, to rigorously measure the impact of
Professor Greg Whyte OBE, chair of the
“That is why I think
“I'm very proud to chair the expert evaluation committee and one of my roles is to help robustly measure and evaluate this initiative to ensure that the programme delivers locally targeted opportunities to get more people active and genuinely supports the needs of each local community.”
The first year of the
- Thousands of free, fun sessions offering more than 20 different activities, including Badminton, Tennis, Zumba, Frisbee, Hula-Hooping, Pilates, Tai Chi , Basketball, Table Tennis, Rush Hockey, guided Bike rides, Parkfit, Canoeing, Rounders, Archery and Netball
- Daily timetabled sessions across 70+ parks in Birmingham, London and Newcastle.
- A partnership approach with sport, leisure & parks teams in Birmingham City Council, Newcastle City Council and the London Borough of Newham.
- Funding contributing towards the delivery of sessions alongside kit and equipment.
- Tailored media and marketing support to drive awareness and participation of the programme.
Deputy Leader of Birmingham City Council, Cllr Ian Ward, said, "This new exciting partnership with
"Active Parks has shown that the city's parks and open spaces can play a key role in bringing communities together for physical activities and I'm sure
Commenting on the partnership, Leader of Newcastle City Council, Cllr Nick Forbes said, “Newcastle has some fantastic parks and
“This is a pioneering partnership between the council and
Sir Robin Wales, The Mayor of Newham said, “The London 2012 Games were won on the promise to inspire a generation and encourage more people into sport. As the main host borough, we’re doing our bit to fulfil that promise. We launched Newham’s every child a sportsperson programme to give our young people the opportunity to try new activities and become more physically active. Our partnership with
The programme has also received backing from Sebastian Coe, CH, KBE, the Prime Minister’s Olympic and Paralympic Legacy Ambassador “The next 10 years must be about capturing the spirit of the extraordinary summer of 2012 and converting it into lasting change. I am passionate about seeing more people being physically active – that’s why I recently helped launch the Government’s ‘Moving more, Living more’ campaign to get more people active. I am delighted to support
- ENDS -
Notes to Editors
For further information please contact:
0208 237 2434 or 07920 581 515
0203 542 1120 or 07779 151 720
*Coca-Cola Zero ParkLives Evaluation is being led by ukactive, the national physical activity expert committed to improving the health of the nation through promoting active lifestyles. The evaluation process will seek to ensure that the right activities are targeted in the right areas, with a focus on getting the most inactive people in our society moving. The evaluation will consider the effectiveness of
Background on physical inactivity in the UK
ukactive Turning the tide of inactivity Report - January 2014
- One in four people in England fail to achieve more than 30 minutes of moderate intensity physical activity per week over a 28-day period even though they can do it in three ten-minute bites.
- Highest deprivation areas are almost 10 per cent more physically inactive than lowest deprivation areas.
- There is a disproportionately low spend on programmes to tackle physical inactivity by local authorities compared to other top tier public health concerns.
- Reducing physical inactivity by just one per cent a year over a five year period would save local authorities £1.2 billion.
- Birmingham is ranked 132 out of 150 councils nationwide in terms of activity levels. 34.27 % of adults in Birmingham are inactive.
- Newcastle is ranked 32 out of 150 councils nationwide in terms of activity levels. 25.63 % of adults in Newcastle are inactive.
- Newham is ranked 137 out of 150 councils nationwide in terms of activity levels. 35.11% of adults in Newham are inactive.
- 27.55% of the London region is green and open space, almost 20% less than the national average (46.85%).
Background on the use of Parks across the UK:
Policy Exchange Parkland Report– November 2013
- There are 27,000 parks around the UK: they’re inclusive, sociable and family-friendly, and available to everyone in a community to use free of charge.
- 93% of people think it’s important to have green space nearby and 92% of us visit public green spaces.
- Parks are at the heart of the local community. They are often much loved but occasionally potentially under-utilised as an asset and resource to promote public health through increased physical activity and better social engagement and cohesion in a community. The benefits of exercising in the open air and the psychological uplift in mood we can enjoy simply by being outdoors is well documented.
- Local authorities are being squeezed by increased financial pressures leading to a reduction in spending on parks and other green spaces under their leisure provision. Spending cuts which are only going to get more severe in years to come.
- The cuts were felt most deeply in the North East with councils cutting the amount they spend on green spaces by almost 40% over the past three years. This compares to just a 3.4% reduction in spending in the South East.
Coca-Cola Great Britain
Coca-Cola Great Britain is responsible for marketing 21 brands and more than 100 products to consumers across Great Britain, with a focus upon developing new brands and extending existing brands including
Encouraging people to be more active is just one way in which
Coca-Cola has a long history of investing in and supporting active healthy lifestyles - from sport on the world stage to at the grassroots. Movement inspires happiness and
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