Inspiring changemakers, building belonging

Starting locally and building momentum, we will galvanise and inspire changemakers to transform attitudes, improve practice and drive policy change. Together we will harness the power of play and sport to build belonging for a generation, improving their health, fostering inclusion and developing character and leadership.

An introduction to our 2022-35 strategy:

These are extraordinary times for young people and things have become critical for their health and happiness. 

We live in a world where we are moving less, where digital technology is having an increasing impact on young lives and where more children feel lonely and disconnected. The pandemic has made these problems worse and led to those from disadvantaged backgrounds falling further behind.

Millions of young people are missing out on the benefits that play and sport bring. And we know that when children are unhealthy and unhappy, they are less able to learn.

We need to take urgent action now to help build back young people's health, happiness and resilience. We cannot create change alone, we need as many people as possible to become changemakers to help us reclaim play and sport in children’s lives. Together, we will build a brighter future where every child enjoys the life-changing benefits of play and sport.

What's the issue?

  • One in four year six pupils are obese. 2.4 million young people are active for less than 30 minutes per day
  • 53% of young people believe their social wellbeing has suffered since the Covid pandemic
  • 83% of UK parents believe children are spending too much time online and not enough time with each other
  • Children from disadvantaged backgrounds are less likely to access and understand the benefits of sport and play

How we will respond:

By taking urgent action now to build back healthier, happier, more resilient young people, we will establish an evidence base to drive a generational shift and ultimately achieve societal change by 2035.

This strategy has three objectives:

  1. Urgent action - Build back healthier, happier and more resilient young people and level the playing field for those most disadvantaged
  2. Generational shift - To balance the demands of the digital age through the human connection of physical play and sport
  3. Societal change - Transform society's perceptions and attitudes towards the importance of physical literacy, play and sport in the education and development of young people.

To deliver this strategy we have identified six key groups of changemakers and how they are best placed to help build belonging.

These groups form our six tactics...


Tactic 1

Equip educators to rebuild wellbeing and level up life chances of young people most affected by Covid-19, and those suffering from the effect of inequalities.

Tactic 2

Empower young people by unleashing a nationwide community of young leaders, who harness the positive power of play and sport to improve wellbeing, build friendships, and foster understanding.

Tactic 3

Unite a movement of organisations to reclaim play and sport at the heart of every school, and make it fun for everyone.

Tactic 4

Mobilise influencers in all areas of public life to make the decline of physical activity levels and human connection in a digital age matters of national concern.

Tactic 5

Help families understand and champion their children's physical literacy and its importance to a healthy and happy childhood.

Tactic 6

Change from within by increasing our impact on, connection with, and relevance to a changing world.

How will we achieve this?

Find out more by downloading the full 2022-35 strategy document: Inspiring changemakers, building belonging.