PR & Marketing Agency | Twist

Rising screen time concerns prompt action to help kids get more active

In today’s digital age, kids are spending more time than ever in front of screens, whether it’s on smartphones, tablets, television or gaming consoles. With more and more research, stories and expert warnings hitting the headlines, parents are being urged to take a closer look at how much time their children are spending online. Studies continue to show that excessive screen time is contributing to a worrying rise in inactivity among younger generations, sparking growing concern about the long-term impact on children’s physical and mental health. 

Studies from Ofcom and the World Health Organization have raised alarms over the physical and mental health consequences of too much screen time. From reduced physical activity levels to increased risks of obesity and mental health challenges, the concerns are clear, kids need to move more. But, finding ways to make exercise fun and engaging is proving to be more of a challenge for parents in this now digitally-led world. 

Research by Ofcom found that children aged 5 to 7 are spending around four hours a day in front of screens, and for those aged 8 to 11, the figure jumps to an average of six and a half hours. Studies show that extended screen time can contribute to everything from disrupted sleep patterns to reduced attention spans and lower levels of physical fitness. For many families, it’s a constant battle, one where the lure of games, apps and endless video streaming seems impossible to compete with. 

As screen time continues to dominate the lives of many children, Ninja Warrior UK is on a mission to help parents find a way out of the digital cycle. In a bid to inspire kids to put down their devices and get active, Ninja Warrior is launching its ‘Move More in May’ campaign. This initiative is designed to offer an escape that combines physical activity with excitement and fun, providing the perfect antidote to the temptation of the screen. 

“We know how tough it can be for parents to get their kids off the devices and into something active,” says Regional Manager at Ninja Warrior UK. “We’ve designed the ‘Move More in May’ experience to be something that kids look forward to, a challenge that excites them and gets them moving in a way that feels like play, not a chore.” 

‘Move More in May’ invites kids of all ages to take on the Ninja Warrior UK course, tackling obstacles that range from climbing walls to monkey bars, all while competing against their friends, family or other mini-Ninjas. The fun atmosphere and team-based challenges make it a perfect way for kids to be active, all while enjoying the thrill of overcoming obstacles. It’s not just about fitness but about fostering a love for movement and showing children how exercise can be fun. 

Ninja Warrior UK’s goal is to create an experience that encourages children to engage in healthy, active play outside of their screens. This campaign serves as a reminder that physical activity doesn’t have to be boring, but can be an exciting adventure that kids want to be a part of. 

“By making exercise fun, we’re hoping to inspire a new generation of kids who are more active and balanced when it comes to their digital habits,” adds Ninja Warrior UK’s Regional manager. “Parents can feel confident that while their kids are enjoying themselves, they’re also building physical strength, teamwork skills, and confidence.” 

The ‘Move More in May’ campaign will run from Monday to Friday throughout May [excluding bank holidays and half term], offering an affordable way for families to swap screens for active fun. The special after-school club deal includes a one-hour session and a drink for £6.50, with the option to add a kids’ meal for £3.50 using the code MOVEMORE. Ninja Warrior UK isn’t just offering a place for play but giving families a chance to reconnect and help kids rediscover the fun of being active in a way that feels fresh, exciting, and far-removed from screens. 

With the cost of living and rising prices being a concern for many, these midweek offers aim to help parents do more for less, encouraging quality time, movement, and memory-making while helping their money go further on fun activities for their kids. 

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