10.12.2013 - UNESCO Office in Brasilia

"Designed to Move" Campaign announces commitment to get children active

UNESCO Brasilia Office in partnership with nine other organizations in Brazil will develop programmes aimed at creating early positive experiences for children in sport and physical activities. Collectively these ten Champion organizations intend to direct up to US$16 million in resources over three years to fight the physical inactivity epidemic in Brazil.

Recent studies indicate that children in Brazil are the least active in Latin America. If current trends continue, Brazilians will be 34% less active by 2030 than they were in 2002. The human and economic impacts that the inactivity crisis could have on the nation are alarming and unsustainable: shortened lifespans, billions in healthcare costs and productivity losses. (*)

Part of the joint commitment will focus on a new pilot programme to create active schools in Brazil, starting in Rio de Janeiro. The programme will provide simple steps and tools to help schools and communities create active environments that get children moving.

All of these partnerships are united by a Framework for Action called Designed to Move, which is gaining significant attention from a community of public, private and civil sector organizations dedicated to ending the epidemic of physical inactivity.

In 2010, a process was initiated with more than 70 organizations to better understand the underlying issues related to physical inactivity and help consolidate the facts and findings on the topic. The result was the initiative Designed to Move, which details the global epidemic of physical inactivity and how organizations can join the effort.

The two key strategies to achieve this Framework are:

  • to create early, positive experiences for children in sports, physical education and active play – active children become active adults;
  • to integrate physical activity into everyday life – to move more every day.

As part of the announcement made on 09 December, 2013, in Rio de Janeiro, a celebration will be offered to the collaborative representatives of the private sector, governments, NGOs, and multi-lateral agencies in Brazil – in recognition for inspiring and delivering a new approach to struggle against the growing physical inactivity epidemic. The Designed to Move Framework is now available in Portuguese.  

The Designed to Move Champions working together in Brazil that compose the “up to $16 million commitment” include:

  • UNDP in Brazil
  • Instituto Bola Pra Frente
  • Bundesministerium für wirtschaftliche Zusammenarbeit (BMZ)
  • Central Única das Favelas (CUFA)
  • CAIXA
  • Inter-American Development Bank (IDB)
  • Natura
  • NIKE, Inc.
  • Secretaria Municipal de Educação da Cidade do Rio de Janeiro (SME)
  • Secretaria Municipal de Esporte e Lazer do Rio de Janeiro (SMEL)

The Designed to Move Champions in Brazil who are also committed to ending the physical inactivity epidemic by leveraging the Framework include:

  • Atletas pelo Brasil
  • Brazilian Olimpic Committee
  • Brazilian Paralympic Committee
  • Sociedade Brasileira de Atividade Física e Saúde
  • Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ)
  • Embarq
  • EY
  • Instituto Trevo
  • Instituto Ayrton Senna
  • Ministry of Cities of Brazil
  • Ministry of Sportes of Brazil
  • MOVE Associação Brasileira de Artigos Esportivos
  • One World Futbol Project
  • PETROBRAS
  • Centro de Estudos do Laboratório de Aptidão Física São Caetano do Sul (CELAFISCS)
  • Serviço Social da Indústria
  • Serviço Social do Comércio
  • Special Olympics Brasil
  • Centro de Práticas Esportivas – Universidade de São Paulo
  • Rede Esporte pela Mudança Social (REMS)
  • UNESCO Brasilia Office
  • UNICEF in Brazil
  • UN-Habitat, Regional Office for Latin America and Caribbean
  • USAID/Brasil

( * ) Source: Generation 5.0: The New Pillars of Childhood, 2011; Time use and physical activity: a shift away from movement across the globe. Obesity Reviews, 2012.




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