A NEW initiative has been launched to encourage families in Bradford to swap screen time for physical activity this Play Day (today).

Screen Off Life On, launched by Join Us: Move. Play (JU:MP), is a public resource co-created by Bradford families and tailored for children, young people, and adults.

In recent years, leading authors, educationalists, and child-development experts have been calling on the Government to introduce national guidelines on the use of screens. 

The JU:MP research team is trailblazing the way forward, with robust insight and behavioural science techniques, to bridge the screen gap for Bradford families and to encourage all children and parents to turn their ‘screen off’ and their ‘life on’.

JU:MP Programme Director, Jan Burkhardt, said: “At the heart of the campaign was the need to speak directly with the Bradford public, to really understand what can help parents, carers, children, and young people to feel motivated about swapping some screen time for activities that make them feel good and move more.”

Screen Off Life On features easy-to-use resources, including a parent guide and family plan, that offer top tips and advice on how to swap some screen time to spend more time doing different activities with family and friends.