The Football Association (FA) is working with M&S and Nuffield Health to roll out The Greater Game – a new fully integrated national campaign designed to inspire 12-16 year olds to improve their health and wellbeing.
The initiative comes in the wake of FA research which revealed almost a third of young people (31%) do not believe regular exercise is necessary, while over half (52%) have suffered from a mental health issue in the past year.
The programme, which has been co-created with grassroots football champion Nuffield Health, focuses on encouraging children to take at least one healthier action each week from across four key elements; move, eat, sleep and think.
M&S Food will be focusing on the eating well element of the campaign.
Central to the ‘move’ part of the wider campaign, which is launching this week, is the rollout of an all new football-inspired game called ‘Drops’. Designed to be accessible and easily played on a regular basis, it involves just three friends, six bottles and a ball.
Stars from England’s football teams – including Ollie Watkins, Jessica Park and Gino King – feature in a launch film which will run across England Football’s social media channels, while The Greater Game ambassador and former England Lioness Jill Scott is officially launching the campaign at a grassroots football club in Brent.
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FA public affairs and marketing director of communications Joanna Manning-Cooper said: “The way we reach the 12-16 age group is ever-changing and The Greater Game will be a fully integrated campaign, harnessing the power of football, influencers and content, to help us target them.”
M&S has been working closely with the FA for the past two years, across both fashion and food, with M&S Food senior nutritionist Sophia Linn describing the retailer as “passionate” about helping to improve the health of the nation – particularly families and young people.
“By taking the Greater Game nationwide we’ll be able to reach more young footballers and help guide them on nutrition and the best way to fuel before and after a game – because if you eat well you play well,” she added.
Nuffield Health charity and medical director Dr Devina Deniszyc said: “We’re proud to partner with the FA and we’ve worked closely together to deliver this important initiative to get young people fit and healthy.
“We’re fully committed to unlocking the barriers that young people face, and we’re hoping The Greater Game will educate and inspire them to enjoy movement.”
