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A symbol of movement replaced by stillness. A small but confronting reflection of a much bigger shift. Childhood moving from play-based to screen-based."}],"markDefs":[],"style":"normal"},{"_key":"d5a2032f0fdd","_type":"block","children":[{"_key":"ecfbc5f4069b","_type":"span","marks":[],"text":"It worked. People noticed it -"},{"_key":"fa47e8f826cc","_type":"span","marks":["strong"],"text":" a lot"},{"_key":"081dd385d2bd","_type":"span","marks":[],"text":" - they photographed it. They shared it. They talked about it."}],"markDefs":[],"style":"normal"},{"_key":"1588f8a7af76","_type":"block","children":[{"_key":"bf2c396cf9f20","_type":"span","marks":[],"text":"But awareness was only ever the starting point."}],"markDefs":[],"style":"normal"},{"_key":"c4638f2adb04","_type":"block","children":[{"_key":"ee59342e245f","_type":"span","marks":[],"text":"Because pointing out the problem isn’t enough if you don’t do something about it."}],"markDefs":[],"style":"normal"},{"_key":"72e4668292b6","_type":"block","children":[{"_key":"89939f3c347d0","_type":"span","marks":[],"text":"That's where the "},{"_key":"9f421afe70b2","_type":"span","marks":["strong"],"text":"Dairy Farmers "},{"_key":"36f89e0416f4","_type":"span","marks":[],"text":"campaign to get kids active comes in."}],"markDefs":[],"style":"normal"},{"_key":"b72c51e651c4","_type":"block","children":[{"_key":"99b1ca5393e40","_type":"span","marks":[],"text":"Enter "},{"_key":"3c549e731679","_type":"span","marks":["em"],"text":"Lauren Jumps"},{"_key":"586bb5408c7d","_type":"span","marks":[],"text":". The most recognisable skipper in the world, bringing energy, credibility and a sense of possibility to the idea. Not just talking about movement, but showing it. Making it feel fun - and shareable - again."}],"markDefs":[],"style":"normal"},{"_key":"6dd9c0f1fc43","_type":"block","children":[{"_key":"5dc9465784630","_type":"span","marks":[],"text":"Then "},{"_key":"741904ab2654","_type":"span","marks":["em"],"text":"TeamKids"},{"_key":"caecc3c2df6f","_type":"span","marks":[],"text":". A nationwide activation rolling out across 270 schools, putting skipping ropes directly into kids’ hands and creating the structure to get them moving - repeatedly and at scale. About 8,000 ropes. Over 450,000 skipping sessions planned."}],"markDefs":[],"style":"normal"},{"_key":"dd5fcd56cf97","_type":"block","children":[{"_key":"c99b2b3236730","_type":"span","marks":["em"],"text":"Oomph... there it is!"}],"markDefs":[],"style":"h3"}],"gallery":[{"_type":"contentImage","_key":"ec105b581071","key":"ec105b581071","alt":"Scrolling Girl neon sign shows girl in red dress, blue shoes and white socks sitting on green panel scrolling a blue phone, with the Dairy Farmers logo and headline text 'Scrolling Girl' with a neon skipping rope weaved behind the text.","asset":{"gatsbyImageData":{"images":{"sources":[{"srcSet":"https://cdn.sanity.io/images/d0yi7guq/production/6bfc83a9fef852138c55753998b020e0007c28bb-1920x1080.webp?w=320&h=180&auto=format 320w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/6bfc83a9fef852138c55753998b020e0007c28bb-1920x1080.webp?rect=0,0,1919,1080&w=654&h=368&auto=format 654w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/6bfc83a9fef852138c55753998b020e0007c28bb-1920x1080.webp?w=768&h=432&auto=format 768w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/6bfc83a9fef852138c55753998b020e0007c28bb-1920x1080.webp?w=1024&h=576&auto=format 1024w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/6bfc83a9fef852138c55753998b020e0007c28bb-1920x1080.webp?rect=0,0,1920,1079&w=1366&h=768&auto=format 1366w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/6bfc83a9fef852138c55753998b020e0007c28bb-1920x1080.webp?w=1600&h=900&auto=format 1600w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/6bfc83a9fef852138c55753998b020e0007c28bb-1920x1080.webp?w=1920&h=1080&auto=format 1920w","sizes":"(min-width: 1920px) 1920px, 100vw","type":"image/webp"}]},"layout":"constrained","width":1920,"height":1080}}},{"_key":"b08bd52af999","_type":"contentBreak"},{"_type":"contentImage","_key":"41ced8c2d951","key":"41ced8c2d951","alt":"Lauren Jumps skipping with a neon blue rope in front of the Scrolling Girl neon sign","asset":{"gatsbyImageData":{"images":{"sources":[{"srcSet":"https://cdn.sanity.io/images/d0yi7guq/production/ebf0cee2dcd8ad3c02a79ee5310189b247507f19-1260x1680.webp?rect=0,0,1259,1680&w=320&h=427&auto=format 320w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/ebf0cee2dcd8ad3c02a79ee5310189b247507f19-1260x1680.webp?w=654&h=872&auto=format 654w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/ebf0cee2dcd8ad3c02a79ee5310189b247507f19-1260x1680.webp?w=768&h=1024&auto=format 768w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/ebf0cee2dcd8ad3c02a79ee5310189b247507f19-1260x1680.webp?w=1024&h=1365&auto=format 1024w,\nhttps://cdn.sanity.io/images/d0yi7guq/production/ebf0cee2dcd8ad3c02a79ee5310189b247507f19-1260x1680.webp?w=1260&h=1680&auto=format 1260w","sizes":"(min-width: 1260px) 1260px, 100vw","type":"image/webp"}]},"layout":"constrained","width":1260,"height":1680}}},{"_type":"contentImage","_key":"56aac6d29bb5","key":"56aac6d29bb5","alt":"Scrolling Girl neon sign shows girl in red dress, blue shoes and white socks sitting on green panel scrolling a blue phone. 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