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#KidsToday; the least active kids in history

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Issue 43 | June 2017

Background

Kids today are not experiencing life as they should be. All the free time they have is most likely spent with electronics, which are preferred by parents who wish to keep their children safe and clean of course. Research shows that, on average, children spend less than an hour a day in active play, which means 23 hours idle and inactive.

How do you provoke the mothers of the least active kids in history to do something about it? How do you change their perception of dirt, show them the benefits of active play and the importance of dirt for their children’s healthy development?

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