Join the Movement

Sport England and FCB Inferno team up to encourage young men to return to the sports and physical activities they once loved.
Join the Movement, which launched during the first lockdown in 2020 to inspire people to #Stayinworkout, has returned to tackle a new issue – that activity levels in young men post-pandemic have dropped and are falling from pre-pandemic levels.
The Sport England research has also shown that the pandemic has had a huge impact on the mental health of many young men which has translated into a drop in levels of activity. Their whole wellbeing has been impacted from a career, social, physical and financial perspective, with TV, streaming, and gaming taking place for their once loved hobbies.
Various sporting items including a basketball, a pair of trainers, boxing gloves, a football, roller skates, a tennis racket and a rugby ball are the charming, animated heroes of the campaign, serenading their owners with whom they long ton be reunited and get back to the sports and physical activities they both once loved.
Backed by the Department for Digital, Culture, Media & Sport (DCMS) and funded by The National Lottery, the 15 second social films can be seen on social and online video and are aimed at a broad, national audience of men of all ages to get them back to what they loved.