On the Agenda - Survey highlights lack of exercise

Any other results?

The research, which was conducted online by YouGov, surveyed 909 parents of children aged 15 or under. It found that 31 per cent of parents felt poor weather prevented them from exercising as much as they would like as a family. The survey also revealed that 24 per cent cited expense as a factor, while half of parents believed lack of time stopped them exercising.

What else is British Gas doing?

The results are the latest phase in a campaign spearheaded by British Gas to get families swimming. The energy company, which is a principal sponsor of British Swimming, is also offering a free swim to all its customers. To date, it has provided more than 235,000 free family swims to its customers. The campaign is being backed by former glamour model Nell McAndrew.

PR strategy

TVC Group is retained by British Gas and has been handling the press around the story, which was sent to national and broadcast media last Wednesday.

Media coverage

The story was picked up by several radio stations including TalkSport, Smooth Radio, Touch FM and Heart FM. Print coverage included stories in Love It and Prima Baby magazines, plus online at iVillage and Free Stuff websites.

72% of parents fail to do recommended exercise

20% of parents are concerned over medical issues