Partner Organisations

Central YMCA, Greater London Authority

Funded by

Big Lottery Fund




All Well London Areas


This project combined face to face social marketing with a new media approach to promote healthy eating among young people, using sport to motivate them. Local football coaches were recruited and trained as ActivEAT Champions, who promoted healthy eating to their players using social marketing techniques.  ActivEAT led up to the Well London World Cup in June 2010, a football tournament organised by Central YMCA for teams from across the Well London areas where ActivEAT delivered wider healthy eating promotion. An online game –  “ActivEAT Penalty Shootout‟ – was played by participants to help them take on the messages about healthy eating. Our aim was to tackle high levels of junk food consumption among young people in our target areas of London.


1106 young people reached with healthy eating messages

614 young people reported increased ability to make healthy eating choices

All the coaches reported that they would continue to promote healthy eating to their teams


They have stopped bringing fizzy drinks to coaching and bring 1 litre bottles of water instead…after training they eat fruit instead of going to McDonalds.

ActivEAT Champion