New animated series for kids, known as Activate, will get more children across the country moving more and encouraging a healthier lifestyle
Children across the country are being inspired to move more this summer following the launch of a new series from fitness coach, Joe Wicks MBE, backed by the government as part of a new partnership to reach schools and families across the country.
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The innovative animated Activate series features five-minute episodes which combine animation with upbeat music, courtesy of Universal Music UK, encouraging children to enjoy short bursts of movement that easily fit into their day and can be transformational for their physical and mental health. The government will be backing the programme to fund a further ten episodes.
The series has been co-created by Joe and BAFTA award-winning Studio AKA (creators of Hey Duggee), bringing the nation’s favourite fitness coach to life through animation for the first time.
Activate is backed by the government’s 10 Year Health Plan, which is already hitting the ground running with its pledge to work with influencers and changemakers across society to shift the NHS from treating illness to preventing it.
The new animated series was unveiled at Ripple Primary School in Barking, east London, where Joe Wicks and Secretary of State for Health and Social Care, Wes Streeting, met teachers and parents to discuss keeping kids moving over the summer holidays and beyond.
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Health and Social Care Secretary Wes Streeting said:
Being physically active is good for physical and mental health and helps relieve pressure on the NHS, preventing an additional £10.5 billion worth of treatment a year. Despite that, inactivity levels remain stubbornly high for adults and children, with huge inequalities across the country. The Activate programme represents a collaborative approach to tackling this growing health challenge.
The first episode is now available on Joe Wicks’ The Body Coach YouTube channel, with further episodes set to be released weekly over the summer holidays.
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The series is released five years after Wicks united the nation with PE With Joe, which received over 100 million views online. Now, Joe is on a renewed mission to get children moving through this series.
Joe Wicks said:
Earlier this month, the government launched its 10 Year Health Plan, which outlined how a shift from sickness to prevention will safeguard the nation’s health and put forward a range of measures to tackle growing rates of childhood obesity.
Obesity rates have doubled since the 1990s, including among children. A forthcoming report by the Chief Medical Officer will show that more than 1 in 5 children are living with obesity by the time they leave primary school, rising to almost 1 in 3 in areas with higher levels of poverty and deprivation.
Measures included in the 10 Year Health Plan include:
This two-pronged approach of encouraging active lifestyles and healthy diets aims to tackle the UK’s most preventable chronic illnesses, such as diabetes and cardiovascular disease, whilst tackling the £11.4 billion bill that obesity costs the NHS a year.
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Secretary of State for Culture, Media and Sport, Lisa Nandy, said:
With Universal Music UK as the exclusive music partner, each episode features upbeat tunes from UK artists, including Becky Hill and Bastille. Each track has been chosen for its appeal to parents and children alike.
Sue Goffe, Chief Executive at Studio AKA, said:
Sarah Boorman, General Manager, Youth Strategies at Universal Music UK, said:
Alison Lomax, Managing Director for YouTube UK & Ireland, said:
About the Programme
Created by Studio AKA, the BAFTA-winning creators of Hey Duggee, the Activate series sees Joe Wicks brought to life through animation alongside six loveable new characters, ‘The Activators’, accompanied by upbeat music from top UK artists. Together, they make movement feel personal, playful, and inclusive – so every child can find a character to connect with.
Joe and the Activators lead children through fun, five-minute bursts of movement, that can be easily integrated into their day - whether at home, at summer clubs or on the go.
With Wicks appearing as an animated character (a first for the family fitness coach), each short episode offers a burst of movement, fun, and energy to get kids’ hearts pumping and minds engaged. These include easy-to-follow exercises like jogging, squats, and burpees, wrapped up in a playful, gamified format that can keep kids active over the summer holidays and beyond.
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But Activate isn’t just for the summer holidays. It will also be available to schools during term time, to help build confidence, support mental wellbeing, and help children develop healthy habits for life.
Joe added: