Last week’s Ipsos Mori survey for Sport England, highlights once again the seemingly intractable North / South, social problem of inactivity. Only one in five adults hit the Government’s target of 30 minutes of moderate exercise three times per week and those most likely to meet the standard tend to be white, middle class southerners. So not much change there then. What’s the problem? Access? Attitude? Culture? Communications? Access may be barrier in places, but the boom in private sports facilities suggest that access alone is not the issue.  Sports Minister Caborn rightly said that people have got to WANT to participate and have to see sport as part of a life style or a solution to a ‘problem’. We all know people who wouldn’t go to a gym if you paid them and who think sport is a poor excuse for tribal war. Communication can make a difference but I am not quite sure if the 30 minute message has got across (or even if it has been campaigned). ‘Five a day’ (the ‘fruit and veg’ message) had impact and presence. Has 30 Minutes? Well, not to date, in my view. But the concept is campaignable and from a corporate marketing point of view could provide the epicentre for a long term employment engagement programme either as part of an organisation’s health and safety commitments or as a function of its CSR programme . From a public sector point of view, it could also be a social marketing campaign aimed at changing attitudes to diet and fitness.  What would it look like? I have some clear ideas. And no, I’m not saying right here and now.