BUXTON WATER AND MIND TEAM UP WITH SIR MO FARAH TO ENCOURAGE THE NATION TO MOVE DIFFERENT
The Move Different campaign comes as part of a year-long partnership between Buxton Natural Mineral Water, mental health charity Mind, and Sir Mo Farah, aiming to highlight the importance of hydration* and movement for physical and mental wellbeing.
New research revealed today shows nearly half (49%) of UK adults admit that a fear of being judged has actively stopped them from trying a new sport, fitness class, or physical activity.
The study of 2,000 adults, commissioned by Buxton Natural Mineral Water, exposes a nationwide crisis of confidence when it comes to stepping outside our comfort zones. While 31% of people say social media inspires them to get moving, 65% agree social platforms make exercise look more perfect than it really is. In fact, fitness content from influencers leaves 21% feeling self-conscious, 21% feeling guilty for not doing enough, and 16% feeling like “everyone else is better than me”.
This digital pressure could prevent people from stepping outside of their comfort zones. 50% of people worry about looking inexperienced when they exercise, while more than a quarter (27%) say it’s a lack of confidence putting them off. Meanwhile, 17% specifically fear embarrassment, while 16% worry about what others think of them.
In response, Buxton and Mind are launching the latest phase of their ‘Sweat and Tears’ partnership: the Move Different campaign. The two month-long initiative challenges the nation to look past filters, ditch the need for perfect performance, and celebrate the real, imperfect joy of trying something new. It also encourages people to share their journeys in the Buxton Move Different Strava Challenge.
To show that stepping outside your comfort zone doesn’t have to be intimidating, four-time Olympic champion Sir Mo Farah swaps his running shoes for a Padel racket in an exclusive new film. Guided by content creators Austyn Farrell and Ovie Soko, Mo’s hilarious and humbling performance proves that even the sporting elite might not be at the top of their game when starting from scratch.
Through highlighting that exercise is often a shared experience, the Move Different campaign directly taps into what people say they need to make a start, as 62% would be more likely to try a new sport if a friend joined them, while 56% would feel more confident if their partner in crime was a fellow beginner.
The desire for change is clear, with nearly half of those surveyed (49%) wishing they had tried more new sports or activities over the past year. For those who did take the leap, the impact on wellbeing was immediate, leaving participants feeling happier (32%), proud (30%) and mentally recharged (29%).