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400,000+ READERS leisureopportunities 25 NOV – 04 DEC 2014 ISSUE 646 Daily news & jobs: www.leisureopportunities.co.uk Labour reveals vision for activity-focused NHS


Shadow health secretary Andy Burnham believes the coalition gov- ernment has failed to tackle Britain’s inactivity epidemic and has pledged that physical activity would be avail- able on prescription from every GP surgery under a Labour government. With less than six months until the


2015 general election, the respected physical activity advocate made the bold pledge at the ukactive National Summit in central London on 13 November. In his keynote address, the MP for Leigh said Labour would make physical activity a national priority and ensure exercise can be prescribed by having an exercise professional on staff at every GP surgery. Tere was also the pledge of a more people-


Burnham said the habits of a healthy Burnham speaking at the ukActive Summit in London this month


focused NHS under Labour, embracing phys- ical activity to make healthcare preventative. “Tis is the decade of the ageing society.


Does anyone think we can carry on as we are with a treatment culture?” he asked, adding that there is a need to empower individuals


Tourism revenue boom for on-screen locations


Blockbusters and television shows can generate millions in revenue – equivalent to free advertising – for on-screen locations via social media. A report compiled by Human


Digital – a social media intelligence firm – for Euroscreen and Film London illustrates the effect social media commentary has on the loca- tions featured in films and TV shows. Human Digi tal created a


method for unders tanding Location Placement Value (LPV) by analysing a social media dataset. Continued on back cover


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to take control of their lives. “Pharmaceutical companies may not like it, but bad luck.” He said that changing activity patterns


is the easiest lifestyle change to make, but acknowledged that many still struggle and must be supported. “Te message of physical activity should be all inclusive so people do not feel intimidated,” he added.


BIG to make UK debut at Battersea


Bjarke Ingels’ Copenhagen and New York- based architecture firm, BIG, is tipped to design a new public square as part Rafael Viñoly’s £8bn (US$13bn, €10bn) masterplan for Battersea Power Station, London. Although no official report has been


released, the Architects Journal has reported that BIG will be making their UK debut with ‘Malaysia Square’ – a large piece of public realm design that will act as the ‘front door’ to the entire Battersea site. ‘Malaysia Square’ will link Frank Gehry


and Foster and Partners’ pedestrianised high street with the old power station itself, which is being revamped by Wilkinson Eyre.


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An aerial impression of the Battersea masterplan BIG are also rumoured to have made an


entry for the high profile Olympicopolis design competition – a new £400m develop- ment at the Queen Elizabeth Olympic Park. Details: http://lei.sr?a=m8B6e


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lifestyle must be instilled from an early age. He outlined plans to set new stan- dards for food in schools – with targets such as reduced fat and salt – as well as the goal of ensuring that all chil- dren should leave school with the ability to swim and ride a bike safely. To boost activity levels from an early age, Burnham called for longer school opening hours from 8am to 6pm so that sport is available both before and aſter school. For the general population, the shadow health secretary announced a new national ambition to get people more physically active. Tis would seek gradual change, first by raising the rec-


ommended minimum levels now, but also by setting a more ambitious level with the aim that at least 50 per cent of the population will be meeting it by 2025. To make this achievable, Burnham called on councils and businesses to do more to ensure activity hubs such as parks and leisure centres are more easily accessible. Details: http://lei.sr?a=Z9z4v


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