The #BEACTIVE DAY 2025 campaign is now officially underway! With the launch webinar on 27 May 2025, the fifth edition of the initiative sets a clear focus on the prevention and management of non-communicable diseases (NCDs) through Health-Enhancing Physical Activity (HEPA).
Building on a well-established structure and supported by experienced partners, #BEACTIVE DAY continues to grow into a recognised European initiative that leverages strategic partnerships, scientific insights, and community-oriented action to foster healthier communities across Europe.
Official Launch and Expert Contributions
The campaign officially launched with a webinar on 27 May 2025, introducing a refreshed set of campaign visuals and resources tailored for this year’s edition. The event featured expert speakers including Dr. Viktor Oliva and Marian Brennan from IDF Europe, who explored the link between Health-Enhancing Physical Activity (HEPA) and conditions such as cancer and diabetes - reinforcing the campaign’s core message: exercise is a vital, evidence-based tool for the prevention and management of non-communicable diseases (NCDs). Val Sizychas, Market & Communications Officer at Ireland Active, also delivered a presentation showcasing Ireland Active’s standout marketing strategy for the campaign.
The HEPA Guide: A Flagship Resource
As a key campaign deliverable, the HEPA Guide has being developed to equip professionals in the physical activity and health sectors with the tools needed to promote inclusive and accessible exercise programmes - particularly for individuals living with or at risk of non-communicable diseases (NCDs).
Tailored for fitness providers, healthcare stakeholders, and those affected by NCDs, the guide presents evidence-based strategies to overcome barriers to physical activity and foster supportive environments for all. Initially published in English, it will soon be available in eight additional languages - Bulgarian, Finnish, French, German, Hungarian, Italian, Serbian, and Swedish - to ensure wider reach and applicability across Europe.
Coordinated by EuropeActive and Dr. Viktor Oliva, the content has been shaped through collaboration with key patient organisations, including the Association of European Cancer Leagues (ECL), European Heart Network (EHN), International Diabetes Federation Europe (IDF Europe), and the Organisation for Respiratory Health in Finland.
Partner Activities: From Planning to Action
As part of the EU-funded project, partners produced teaser videos in their national languages to engage local audiences and build momentum for #BEACTIVE DAY. These short, engaging clips highlight the campaign’s goals and are tailored to reflect each country’s unique context and messaging.
Beyond video production, each partner is also hosting a national Campaign Launch Event, positioning themselves as the key contact point for the initiative in their country. These events bring together stakeholders from the fitness, health, private and public sectors. They serve as platforms to present the campaign’s mission, highlight its relevance in addressing non-communicable diseases (NCDs), and showcase resources such as the HEPA Guide to support effective local implementation.
A Platform for Collaboration
With its growing reputation and clear health-focused mission, #BEACTIVE DAY 2025 is uniquely positioned to deepen collaborations between the fitness and the health sectors.
By combining evidence-based messaging with community-driven approaches, the campaign is positioned as a powerful tool to promote physical activity as a recognised, cost-effective, and accessible solution for preventing and managing non-communicable diseases (NCDs) - which account for 90% of deaths and 80% of healthcare costs across Europe.
Through the integration of expert knowledge, national engagement, and coordinated European action, #BEACTIVE DAY 2025 aims to inspire individuals, empower professionals, and foster healthier, more active communities across the continent.
