Movement Pills Toolkit
Introduction
Have you ever wondered whether doctors and medical practitioners can prescribe exercise to their patients?
The answer is yes – and many are doing so today. And many more could be doing the same, but may not have the time, the skills or (unfortunately) the incentive to do so. Did you also know that physical activity promoters like yourself can nudge medical professionals and pharmacies to give out “exercise on prescription” in the form of Movement Pills?
If you have an interest to know HOW then you are in the right place. Here is a Toolkit for you.
This toolkit is designed for organizations interested in promoting sports and physical activity. It’s particularly useful for health organizations, local authorities, and community groups seeking to replicate the "Movement Pills" initiative. Here, you’ll find everything needed to successfully launch and sustain a Movement Pills project in your community.
Disclaimer:
Project is funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or the European Education and Culture Executive Agency (EACEA). Neither the European Union nor EACEA can be held responsible for them.
Why Movement Pills?
Across Europe, sedentary lifestyles and physical inactivity are rising, contributing to a wide range of health challenges, from obesity and cardiovascular disease to mental health concerns. The Movement Pills initiative tackles these issues head-on by creatively integrating physical activity into daily life.
By distributing Movement Pills Boxes that contain trial memberships for local sports facilities, the program makes physical activity accessible and engaging for everyone especially those who may not seek it out on their own.
The Movement Pills model is simple yet powerful. By partnering with healthcare structures, the initiative reaches a broad audience, encouraging people to view movement as a necessary part of their health routine.
Beyond Bologna
Project Basics
Advocacy Strategy: Building the Network
Call to Action
Eye-catching Boxes Design
TheStory
Birth of Pillole di Movimento
The Pillole di Movimento initiative was developed as part of a campaign to raise awareness and encourage physical activity as a natural remedy for preventing or reducing the risk of conditions linked to a sedentary lifestyle. Launched in Bologna, Italy, over 14 years ago, it was created in response to the growing problem of physical inactivity and sedentary habits among the city's residents, which contributed to rising rates of obesity, cardiovascular diseases, and mental health challenges.
The Italian sports organization UISP (Unione Italiana Sport per Tutti) saw a creative opportunity to tackle this issue. UISP sought to repurpose traditional spaces and tools, such as pharmacies and “Pills,” to raise awareness about the benefits of physical activity. Based on this idea, the Movement Pills project was launched in Bologna as a pilot initiative, presenting physical activity as if it were a prescription for good health—while emphasizing that it doesn’t have to be either medicine or an actual prescription.
Movement as Natural Remedy
The WHO defines physical activity as any body movement produced by skeletal muscles that expends energy. This includes all forms of movement, whether during leisure activities, commuting, or work and household tasks. Both moderate and vigorous physical activities benefit health. Common forms of physical activity include walking, cycling, sports, active recreation, and play—activities that people of all skill levels can enjoy.
Physical activity has broad health benefits, while physical inactivity raises the risk of noncommunicable diseases (NCDs) and other negative health outcomes. Together, inactivity and sedentary behaviors are major contributors to the increase in NCDs, placing strain on healthcare systems.
The Movement Pills project reimagined physical activity as an essential natural remedy, comparable to a prescribed medication. This initiative aimed to make movement appealing and accessible, offering a lowpressure opportunity to try various forms of exercise.
To bring this concept to life, UISP introduced Movement Pills Boxes compact packages resembling medication boxes. Each contained a onemonth trial membership to local gyms, pools, and fitness centers, as well as an informational brochure highlighting the health benefits of regular physical activity. The brochure also listed participating clubs and fitness centers, showcasing a range of activities like cardio, swimming, and dance classes.
Movement as Natural Remedy
Benefits of physical activity and risks of sedentary behaviour and inactivity in children and adolescents, improved physical fitness, cardiometabolic health, bone health, cognitive outcomes, mental health and reduced body fat; in adults and older adults, reduced risk of all-cause mortality, risk of cardiovascular disease mortality, incident hypertension, incident site-specific cancers, incident type-2 diabetes, and falls and improved mental health, cognitive health, sleep and measures of body fat; and for pregnant and post-partum women, decreased risk of preeclampsia, gestational hypertension, gestational diabetes, excessive gestational weight gain, delivery complications, postpartum depression and newborn complications. Physical activity has no adverse effects on birthweight or increased risk of stillbirth.
Physical inactivity is one of the leading risk factors for noncommunicable diseases mortality. People who are insufficiently active have a 20% to 30% increased risk of death compared to people who are sufficiently active. Regular physical activity is associated with:
Beyond Bologna
The success in Bologna not only boosted the health of its citizens but also presented a scalable model for other communities to adopt. This pilot project ignited a national movement, showcasing how physical activity can be seamlessly integrated into daily life through innovative, accessible approaches. Now, Movement Pills is expanding throughout Europe, building on the Bologna model to promote healthier lifestyles through sports and physical activity.
The Movement Pills journey is one of creativity and community spirit. What started as a local initiative in Bologna has evolved into a European-wide strategy to combat physical inactivity, proving that small, thoughtful actions can lead to far-reaching change. However, Movement Pills is more than just a distribution network; it’s a process that relies on the involvement of community members. To achieve more ambitious goals, it’s essential to engage other local stakeholders who play a vital role in promoting physical activity within their communities.
International experience
(by International Sport and Culture Association, ISCA)
More and more evidence is emerging about the physical and mental health benefits of exercise and leisure. But time is still one of the biggest barriers preventing people from taking up regular physical activity. The clue to taking the first steps towards an active lifestyle is to break it down into “bite-sized” movements – like pausing quickly to take medicine or (in colloquial terms) to pop a pill.
At ISCA, we first developed our eye-catching MOVEment Pills boxes in 2015 (based on a concept created by our Italian member UISP, who has partnered with pharmacies across Italy to distribute its pill boxes). In this toolkit we’ll present an inside look into this successful NowWeMOVE & UISP initiative and show you how to use it in your work as MOVE Agents who want engage more people in physical activities.
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International experience
(by International Sport and Culture Association, ISCA)
The main message of the MOVEment pills in the international filed, starting in 2015, was that linking physical activity to health is yet another driver to engage the average citizen in physical activity and sustain their motivation. The World Health Organisation’s (WHO) campaign, Every Move Counts, provides evidence and a slogan to assure people that small steps can make a big difference to their wellbeing: “Some physical activity is better than doing none. By becoming more active throughout the day in relatively simple ways, people can easily achieve the recommended activity levels.”
Micro-actions are an effective technique to introduce positive lifestyle changes that can grow as the person becomes more confident and feels better. This does not only apply to physical activity, but also to mental health and social wellbeing, as the Act. Belong. Commit. (ABC) initiative for mental health has shown in Australia and Denmark. So your role, as a MOVE Agent, is to share the possibilities and benefits of these micro-actions and you can use MOVEment Pills to attract attention to the cause and help it grow.
This keeping in mind that, while MOVEment Pills are a great attention-grabber, we as stakeholders in physical activity promotion need to work together on a holistic approach to health promotion as an alternative to a single “cure” or “wonder drug”. So, naturally, the next step for all of us is to keep exploring the link between physical activity and broader wellbeing. Wellbeing is something that stretches beyond health in a traditional sense.
The“Pills”Model
Project Basics
The core concept of Movement Pills revolves around the distribution of Movement Pills Boxes. These boxes are designed to resemble prescription medication packaging, symbolizing the idea that movement is essential to health.
Each box contains:
A leaflet detailing the health benefits of physical activity, as well as information on accessible local sports and fitness options.
2 months of free activities to local sports facilities, enabling recipients to explore various physical activities.
Online resources, such as exercise tutorials and virtual fitness classes, to provide additional support for those with limited access to facilities.
The Movement Pills Approach: Why It Works
The Movement Pills model is effective because it reaches individuals in places they already visit, creating opportunities for physical activity without requiring them to seek it out independently. By engaging with people in pharmacies, Movement Pills connects with individuals who may be experiencing health issues, reminding them of the importance of movement as part of a holistic health regimen.
This approach also lowers the barriers to physical activity by providing free trial memberships and online resources, offering participants a range of options that suit their needs and preferences. The project’s inclusive design makes it adaptable to various community settings, ensuring it can benefit people from all walks of life.
In summary, Movement Pills provides an approachable, inclusive, and sustainable way for communities to promote physical activity and healthier lifestyles. By implementing this project, local organizations can make a meaningful impact on public health, helping individuals discover the benefits of movement and encouraging a shift toward more active, healthier communities.
Be careful!
Movement Pills alone cannot replace professional medical advice, and we should always remember to note this when doing this kind of promotion.
Physical activity is not a single cure for all physical and mental ailments, so people should always “exercise” caution when starting a more vigorous exercise programme or seek advice if the feel discomfort when trying Movement Pills exercises.
People with pre-existing conditions should consult a medical professional before starting an exercise programme, but most Movement Pills exercises should be safe enough to try without the risk of overexertion or injury.
Gradual introduction of exercise is essential for more sedentary patients – and every move does count towards better health and wellbeing.
Advocacy Strategy: Building the Network
A successful Movement Pills initiative relies on the strength and collaboration of a diverse network that includes institutional organizations, healthcare structures, and sports clubs. Building this network involves strategic outreach, clear communication, and ongoing partnership development to ensure each stakeholder is engaged and aligned with the project’s goals. Here’s how to establish and nurture these essential partnerships:
1. Engaging Institutional Organizations
Start by identifying local government bodies, public health departments, and educational institutions that focus on health, wellness, and community engagement. These organizations can provide valuable support, funding, and credibility.
Emphasize how Movement Pills aligns with public health goals, such as reducing healthcare costs, promoting preventive health, and enhancing quality of life for residents. Highlight the opportunity for institutions to contribute to a sustainable, health-focused community initiative. Develop partnership agreements that outline each party's roles and responsibilities. This formalized structure helps ensure commitment and clarity from the start.
Institutional organizations can offer endorsements that enhance the project’s visibility. Additionally, explore funding opportunities through grants, sponsorships, or budget allocations from these institutions to support project resources and outreach efforts.
2. Collaborating with Healthcare Structures
Reach out to local pharmacies, clinics, hospitals, and primary care providers.
Pharmacies are especially important as distribution points for Movement Pills Boxes, but all healthcare structures can also refer patients to the program.
Emphasize how Movement Pills can help healthcare providers address chronic diseases, improve patient outcomes, and reduce strain on healthcare systems through preventive care. This alignment can foster enthusiastic participation.
Provide resources or training sessions for healthcare staff on the health benefits of physical activity, as well as guidance on how to introduce Movement Pills to patients.
This ensures that healthcare professionals feel confident promoting the program as a valuable wellness resource.
Work with healthcare providers to integrate Movement Pills into their practice. For example, doctors can prescribe Movement Pills Boxes to patients as part of their treatment plans, particularly for conditions like diabetes, hypertension, and obesity.
Collaborate with local pharmacy associations or networks to expand the reach of Movement Pills Boxes across multiple locations. This can facilitate the wide-scale distribution and make the program more accessible.
3. Partnering with Sports Clubs and Fitness Centers
Compile a list of local gyms, sports clubs, recreation centers, and fitness studios that offer diverse physical activities. The more options participants have, the greater the chance they’ll find something they enjoy and continue long-term.
Emphasize how Movement Pills can attract new members to fitness facilities, offering them a no-cost opportunity to experience their services. Sports clubs can gain increased visibility and potential longterm clients from this initiative.
Work with sports clubs to offer free trial memberships or introductory classes as part of Movement Pills. Ensure both parties agree on the terms and conditions, such as the length of the free trial, types of classes available, and the registration process for participants.
Collaborate with sports clubs to provide a range of activities that cater to different fitness levels, ages, and abilities. This could include low-impact exercises, classes for seniors, or adaptive sports options for people with disabilities.
Promote participating sports clubs through Movement Pills marketing materials, social media, and local events. Offering visibility and recognition can incentivize more fitness centers to join the program and contribute their resources.
Promotional Materials
Call to Action
Why Movement Matters?
According to the WHO, engaging in regular physical activity is essential for maintaining good health and reducing the risk of chronic diseases. Here’s why incorporating movement into your daily routine is crucial:
Mental Health Boost: Physical activity is proven to reduce symptoms of anxiety and depression while improving mood and overall mental well-being.
Chronic Disease Prevention: Regular movement helps lower the risk of conditions such as heart disease, stroke, diabetes, and certain cancers.
Enhanced Mobility and Strength: Keeping active supports your muscles and bones, helping you maintain mobility as you age.
A Recommended Action Plan
1. Move More, Sit Less:
The WHO recommends at least 150 minutes of moderateintensity aerobic activity each week for adults. That’s just 20-40 minutes a day!
2. Make It Part of Your Routine:
Find enjoyable activities that fit your lifestyle. Whether it’s walking, cycling, dancing, or even gardening, every bit of movement counts!
3. Engage Your Community:
Participate in group activities or challenges. Exercising with friends or family can boost motivation and make physical activity more enjoyable.
4. Start with Movement Pills:
Grab your free Movement Pills Box at your local pharmacy. Inside, you’ll find everything you need to kickstart your fitness journey—free trial months to local gyms, swimming pools, and exercise classes!
The Eye-Catching Boxes Design
Box Contents
Open your box, scan the QR code, and enjoy 2 months of free access to a range of sports clubs listed online. You’ll also receive access to online tutorials and sports videos to stay active from the comfort of your home.
Plus, the Information Leaflet will guide you on the benefits of physical activity and the risks of a sedentary lifestyle.
Visual Appeal
The boxes mimic traditional medication packaging, using bright colors and bold graphics to symbolize that movement is a vital part of health.
Engaging text highlights the benefits of physical activity, making it easy for recipients to understand its importance.
Next Steps
The main takeaway from this toolkit is that linking physical activity to health is a powerful way to engage citizens and sustain their motivation. Drawing inspiration from campaigns like WHO’s Every Move Counts, which highlights that small actions can make a big difference, this toolkit emphasizes the power of micro-actions simple steps that can lead to significant improvements in physical, mental, and social well-being.
Expand the Message: Focus on integrating physical activity with broader aspects of wellbeing, including mental health and social connection.
Collaborate: Work with stakeholders to ensure a holistic approach to health promotion, moving beyond a single solution mindset.
Develop More Tools: Continue exploring the connections between physical activity and overall wellbeing through future HEPA toolkits, webinars, and online learning opportunities.
By building on these efforts, the Movement Pills initiative can grow into a comprehensive framework for enhancing community health and wellbeing.
Resources and References
References
Stephen D. Herrmann, Scott A. Conger, Erik A. Willis, Barbara E. Ainsworth. Promoting public health through the 2024
Compendium of Physical Activities: Strategies for adults, older adults, and wheelchair users.
University of Canberra. (2022). Bachelor of Exercise Physiology and Rehabilitation.
University of Leeds. (2022). Exercise warnings over long COVID recovery.
WHO. (2018). Global Action Plan on Physical Activity 2018-2030.
Websites and Resources
WHO. (2020).WHO guidelines on physical activity and sedentary behaviour.
WHO. (2022). Physical activity (fact sheet).
Pillole di Movimento Website
Pillole di Movimento Video
Movement Pills Website ISCA MOVEment Pills Website Movement Pills Resources NowWeMOVE Website UISP Website