19th June, England v South Africa, 09:30 GMT
James Anderson is fronting a schools sport initiative which aims to help address the issues facing children and exercise by ‘bringing back an active culture’ in schools.
The England cricketer will star alongside England women’s footballer Faye White in a TV ad to raise funds for The Active Culture Campaign – an initiative set up by the Activate Sport Foundation to inspire children, teachers and parents to make activity part of their school’s culture.
A promotion will run in Co-operative stores from now for the next three weeks, with three pence from the sale of a range of Procter & Gamble products donated to the Active Culture Campaign. Procter & Gamble have pledged to raise £300,000 for the project, which will reach 200 schools and inspire 80,000 children by the end of 2014.
Starting in September, the Active Culture Campaign will send qualified coaches into primary schools for six one hour sessions. They will be providing sport and activity sessions, leaving behind a curriculum for each school which will help teachers and parents to deliver activity sessions to year groups at each school. An athlete will also visit each school as part of the programme.
Director of the Active Sport Foundation, Luke Sutton, said, “We went into primary schools and asked Head Teachers what they needed to get more children active. They told us they have the equipment but they often don’t have the training or confidence to teach sport.
“By placing a qualified PE mentor into primary schools for six weeks, their focus is to educate teachers and parents, and in doing so, help to create an active culture which lives on in the school. An active culture is disappearing in schools and it must be brought back to tackle the issues of children and exercise. This is a huge year for sport in the UK but there’s little evidence of sport continuing to inspire children for the future. We believe it’s about changing culture and this must be done through the people who are the biggest role models to children – their teachers and parents,” said Sutton.
James Anderson, who is an ambassador for the Active Culture Campaign, said, “I have always had a passion to inspire young people to take up any form of sport. I fully support the Active Culture Campaign and believe that it can really make a difference in how children view exercise. By instilling a culture at a young age and having inspirational role models in schools, children can be inspired to make exercise part of their lives.”
For further information or to register your interest in the Active Culture Campaign go to www.activatesport.co.uk/foundation