Events, themed weeks, community-based activities and media relations work featuring some of the region’s best-known sporting celebrities will support a £125,000 advertising campaign over the next four months in an attempt to encourage active lifestyles beyond organised sport.
Rates of poor health are 33 per cent above the national average in the North East.
‘We want to create a call to action,’ said Sport England comms manager Helen Barklam.
A range of businesses, including Asda and General Electric, will support events including Ban the Lift Weeks in July and September, as well as the Everyday Sport Office Games, which begins on 30 June and sees employers awarding medals to ‘active employees’.
The campaign will act as a trial for national implementation.