Everyday Sport Campaign

HL Deb 21 December 2004 vol 667 cc142-3WA

Lord Moynihan

asked Her Majesty's Government:

Further to the Written Answer by the Lord McIntosh of Haringey on 7 July (WA 96), why the Everyday Sport Campaign is targeting the intention to increase participation levels rather than actual participation levels. [HL419]

Lord McIntosh of Haringey

International physical activity and sports campaign experience strongly indicates that measurement of campaign effectiveness encompasses two critical stages: the first is intention to increase physical activity levels and the second, after a sustained campaign has been running for many years, is increase in physical activity levels.

Given that the Everyday Sport campaign was a pilot over a limited time period, with £250,000 ear-marked this financial year, Sport England's research approach encompassed international best practice to focus its initial evaluation on levels of awareness raising and intention to increase physical activity levels.