Active 10
Also: One You Active 10 · NHS Active 10
Public Health England campaign and free app (2017-) that asked inactive 40-60 year olds from lower-income groups to walk briskly for at least 10 minutes a day instead of aiming at the full 150-minute guideline. The app times brisk walking and sets goals.
- Years
- 2017
- Country
- United Kingdom
- Topic
- Physical activity
- Asks people to
- Start
- Strategy
- Self efficacySimple instructionSocial norms
- Channel
- AppWebsite
- Audience
- AdultsInactive adults aged 40-60 from lower socioeconomic groups.
Evidence
ObservationalPositive
Summer 2017 and 2018 campaigns: around 500,000 app downloads, with sponsor evaluation suggesting higher brand and app awareness and more people taking action (Brannan et al. 2019, PHE authors). Independent single-group interrupted time series of 201,668 app users (July 2021-January 2024): brisk walking rose 9.0 min/day (73% above baseline) and non-brisk walking 2.6 min/day on the day of download, then declined by 0.15 min/day per month but stayed above baseline (Yerrakalva et al. 2025). Users were self-selected (75% women); no comparison group.
Sponsor (who paid)
- Public Health England Foreign government, creator and funder
Credits (who made it)
Not recorded yet.
Related campaigns
- NHS Couch to 5K 2010–now
- Change4Life 2009–now
- Move Your Way 2019–now
Sources
- Brannan MGT et al. Active 10 - a new approach to increase physical activity in inactive people in England. Prog Cardiovasc Dis 2019;62(2):135-139 sponsor · 2019 · DOI 10.1016/j.pcad.2019.02.001 · PMID 30796943
- Yerrakalva D et al. Evaluation of the NHS Active 10 walking app intervention through time-series analysis in 201,688 individuals. NPJ Digit Med 2025;8:441 evaluation · 2025 · DOI 10.1038/s41746-025-01785-x · PMID 40770491
Research notes
Both papers read as PubMed abstracts only. Paid media channels (TV, radio, digital) not confirmed from an opened source; only 'national and local communications campaigns and partnerships' plus the app. Whether the app is still offered, and its current owner after PHE closed in 2021, not checked; endYear left out.
Record cases/phe-active-10.json, updated 2026-10-23· Link to this campaign