KEEPING BRITAIN'S KIDS ACTIVE
New research, commissioned by the pre-school dance class company, Diddi Dance, in January of 2014, revealed that parents are under serious misconceptions about the amount of physical activity their kids should be getting.
In fact, 93% were completely unaware, and over a third (35%) were underestimating it by 6 times the recommended daily amount. This sparked an urgent need for Government intervention to tackle childhood obesity.
To discuss the issue further, Diddi Dance had Anne-Marie Martin, a professional dancer who has spent the last 20 years as a dance teacher, live in the studio to talk to presenters across the country. Anne-Marie was able to discuss why parents underestimate their children’s exercise and how they can break the habit.
Campaign highlights included 4 BBC Stations as well as Real Radio Scotland, Real Radio Yorkshire, and Smooth North East and Glasgow.
Campaign in Numbers
Diddi Dance secured a reach of 2.94 million listeners with 1 hour 38 minutes worth of coverage.
Diddi Dance’s campaign secured a total of 19 items of coverage (including 4 BBC Stations) up and down the UK.