Fidget campaign gets people moving

Monday 25th June 2012

A new interactive campaign hopes to change people's perception of lounging on the sofa and get them moving and shaking for better health.

Designed by artist Michael Pinsky, Fidget is a series of game zones combining art with science to explain the science of sitting on your backside.

The installation aims to encourage people to make simple changes in everyday life to boost activity levels and benefit overall fitness.

Online charity YouthNet has developed the web element to Fidget and will run the 00:22 campaign to challenge people to come up with ways to add activity to their daily routine, starting with 22 minutes a day.

Sports and exercise registrar Dr Wilby Williamson said: "There is science behind sitting on the sofa and people can improve their lifestyles by doing something as simple as wiggling. The pop up will get people excited about moving and shaking as they go about their daily lives in order to reduce cardiovascular and other problems.

"We all know we should move more but most of us do nothing about it. On the whole modern living isn't physically demanding. Fidget is aiming to instil an understanding of the impact of the benefit of incremental movement."

Fidget will debut at Granary Square, Kings Cross, London on June 28, before visiting Edinburgh, Bradford, Bristol, Taunton, Dorset, Skegness, Gateshead and London Broadgate. For further details visit http://www.fidgetproject.org.uk.

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