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It’s Never Too Late to be Active Posted on 17 Jun 2022

Hertfordshire County Council is working with local organisations to launch a countywide campaign to help older adults become more active.

The recommended guidelines for physical activity is 150 minutes a week
41.7% of 55 64 year olds and 57.8% of 65+ year olds do less than 150 minutes
24.9% of 55 64 year olds and 42% of 65+ year olds are completely inactive
Since COVID 19: 1.3% decrease in 55 74 year olds and 2.9% decrease in 75+ year olds activity level

Being physically active for 30 minutes at least five days a week is known to provide important physical and mental health benefits for older adults. This is particularly important as we start to reverse some of the effects of COVID-19 and Lockdown.

It’s Never Too Late to be Active’ runs for 12-weeks from 9 May to 29 July 2022.

This social marketing behaviour change campaign aims to inspire inactive and low activity older adults to become more active, help them to find new activities that they will enjoy and support them during the campaign to achieve their activity goals.  For further information please contact 

What is Never Too Late?

Never Too Late is a social marketing campaign that uses insight and behaviour-change techniques to encourage older adults to be more active through:

Personalised support

Participants will receive regular motivational texts or emails and have access to personalised support from the Never Too Late support team to address concerns and nudge behaviour.

Action planning

Action planning is a proven behaviour change technique, so a campaign activity planner is available to download from the website to help people identify their activity aims and plan how to achieve them.


Participants receive a FREE 7-day activity pass to their local leisure centre. They can also win a 3-month gym pass, Fitbit or Sports Direct vouchers and help local schools win prizes.

Family bonds

Grandchildren are a strong motivator for adults to get active, so children are encouraged to take an ‘action’ photo of a participating adult who can then submit it on sign up for a chance to win a family ticket to the Warner Bros. Harry Potter Studio Tour and £1000 for their school.

Case studies

Relatable case studies can inspire others to change their behaviour, so the campaign materials are based on real Hertfordshire people who are telling their own stories to motivate others.

Motivational messaging

Messaging is based on the individual’s main motivation on sign up, and highlights the benefits of physical activity and how it can:

  • keep the body strong and promote long-term independence and enjoyment of life
  • boost energy, confidence and mood as well as keeping the mind sharp
  • help prevent many common diseases, such as heart disease and diabetes
  • improve strength and flexibility which also helps with balance and coordination, decreasing the risk of falls
  • bring social benefits, be fun and provide social ties to ease feelings of loneliness


The website has information and advice to help people get active and links to the Moving More activity finder with information on activities in their area. Those without internet access can call 01992 555627 to sign up and receive support.

Local Services, Let
The Osteopahic Centre