The Champion Family selected in June will feature in a mainstream media campaign to promote active participation in sport to combat obesity. The media target will be further segmented according to the make-up of the family, which will be chosen irrespective of marital status, ethnicity or disability but must contain at least two generations.
Sport England has appointed Countrywide Porter Novelli to manage PR for both the selection of the family and the subsequent campaign.
Minister for sport Richard Caborn launched the call for entries on 21 April. Sport England board member Tessa Sanderson, a former Olympic javelin gold medallist, will act as spokesperson.
Directors of Sport England’s nine regions across the UK will promote the search in a regional media campaign to drive entries by directing people to the official website.
CPN senior consultant Mark Schmid said the move away from using celebrities to promote sport and fitness reflected the campaign’s goal of directly inspiring the general population to become more active.
‘Celebrities have a key role in making us appreciate their own sporting achievements and getting us to celebrate sport,’ said Schmid. ‘However, a family will prove more inspiring for people to actually get active themselves.’
He added the competition was not looking for professional sports people and instead would target families whose members lead healthy, active social lives and play lead roles in their local sporting communities.
The Champion Family will be expected to dedicate two days every month to media interviews and the attendance of Sport England events.