A comprehensive survey of children’s and parents’ attitudes to sport and exercise was commissioned to give the campaign authority. Government was lobbied on the issue and the Minister for Sport endorsed ‘Do the Right Thing.’ The strategy revolved around three pillars, Education, Inspiration and Facilitation. School visits by athletes, competitions encouraging sporting activity, media partnerships timed around the summer holidays, all highlighted how children can benefit from sport and showed them how to get involved.

Total PR value in 2003 was £1.65m (ROI 4:1), whilst the number involved in grassroots athletics schemes doubled to one million. Four-hundred MPs attended a Norwich Union House of Commons reception on the subject and Darren Campbell – a campaign ambassador – won a Role Model award from the sports journalist association.