MOVE FOR FUN is an initiative funded by the Denmark-based pharmaceutical company Novo Nordisk in collaboration with ISCA, DGI, and partner organisations in pilot countries. Primarily targeting 6-12-year-olds, the project aims to discover effective methods of making physical activity enjoyable for children—essentially, finding the best ways to MAKE MOVEMENT FUN.
Regular activity enhances young peoples’ physical, mental, and social wellbeing, as well as their learning and cognitive skills. However, recent research shows that physical activity levels among children and adolescents is declining. Many children, particularly those from underprivileged communities, live in areas lacking safe spaces for activities and have limited access to public open spaces. Furthermore, financial barriers to participating in sports programs are growing. Consequently, many of today’s children and adolescents have a heightened risk of poor health, low self-esteem and reduced academic achievement
The initial stage of the MOVE FOR FUN project consisted of three pilots in Argentina, Poland and the UK. Its goal was to engage 100,000 children from vulnerable and underprivileged communities in physical activity.
MOVE FOR FUN does not focus on specific sports activities. Instead, it emphasises the importance of being active, regardless of the activity. While children can suggest specific sports, they must align with the program’s core values by avoiding overly competitive elements. The main objective is to make participation accessible to all young people regardless of their skill level or physical condition.
Core principles of MOVE FOR FUN:
Inclusion: Activities are designed to ensure all participants feel included and engaged.
Involvement: Children co-design specific activities, contributing their ideas and sharing responsibility for implementation.
Enjoyment: Fun is prioritised, recognising diverse motivations among participating children.
Evaluation: Children actively participate in assessments of the activities, expressing their thoughts and feelings during and after the sessions.
In Buenos Aires, Argentina, children from vulnerable communities participated in football, urban dance, and skating-themed classes. In Wroclaw, Poland, simple games were created that required minimal equipment or facilities. In the British cities Manchester and Leicester, activities included flag football, water polo, and simple movement and skills games.
Although the MOVE FOR FUN pilot project is currently limited to three countries, much of the knowledge gained so far has now been made available online. Here you can find details of best-practice methods to promote inclusiveness and physical activity among your own communities. This information can be used by organisations worldwide to encourage children and adolescents from diverse backgrounds to experience to the joy of movement and the sense of community and well-being that it can bring. More information is available here
