GETTING Norfolk's school children inspired by the on-field activities of professional footballers is the key behind a major plan to improve their fitness, as Norfolk County Council teams up with Norwich City Football Club and the Eastern Daily Press to launch Play 90.

Running from March 1 for 90 days, the initiative motivates children and young people aged from 5 to 16 to do healthy activities for at least 90 minutes a day - the same length as a football match - with the added incentive of winning the chance to take a Norwich City player to school.

From playing sport either in or out of school, to more general activity such as walking, cycling, playing outside with friends, taking the stairs and even helping to push the shopping trolley round the supermarket, it all counts for Play 90.

Children and young people are asked to sign up at www.play90.com and then begin completing a Play 90 wallchart.

All Year 1 to Year 11 pupils are being sent a wallchart via their schools, they can also be downloaded from the website, and have been distributed at City's recent matches against Southampton and Southend as well in the Eastern Daily Press on Wednesday, February 24.

Those registering on the Play 90 site stand a chance of winning a number of weekly prizes and all those who register will be entered into the grand prize draw - which sees every member of the Norwich City first team squad visiting a school at the beginning of the next school year.

Other incentives to Play 90 include Norwich City merchandise and a VIP tour around Carrow Road.

The website also contains ideas about the types of activity that counts for Play 90 and tips and weekly updates from Norwich City players about diet and fitness.

Derrick Murphy, Norfolk County Council's Deputy Leader, said: "This initiative is part of the County Council's ongoing work with Norwich City Football Club to raise the sporting aspirations, skills and attainment amongst our children and young people.

"Children, young people, and their parents, can head to www.play90.com to register for the scheme, start filling in their activity wallchart, and stand a chance of winning a number of wonderful prizes - including taking a Norwich City first team squad member to school.

"Using Norwich City's players as inspirational role models for the campaign, Play 90 looks to get children and young people as active and healthy as possible by having fun.

"We're not just talking about increasing participation in sport, but also general day to day activities - whether it be walking or cycling more, taking the dog out for a walk, eating more healthily, through to doing some star jumps in front of the television."

Derrick Murphy will join representatives from Norwich City FC to launch Play 90 on the pitch at half-time during this Saturday's match against Southampton at Carrow Road - with around 25,000 wallcharts to be given out before the game, and again for next Tuesday's home match against Southend.

Skipper and leading scorer Grant Holt said: "It's great to have an initiative like Play 90 which encourages kids to be more active and healthy. Hopefully thousands of youngsters will take part and benefit from the scheme."

In support of wallcharts being distributed, Play 90 will be supported by advertising in local papers, the back of buses - including giant full-length images of the players on double decker buses and petrol station forecourts.