ATHLETICS legend Steve Cram yesterday urged people in the North-East to seize a golden opportunity to improve their fitness and health.

The former mile world record holder was speaking about Everyday Sport, a new government-backed initiative.

Yesterday's launch at Baltic Square, in Gateshead, marks the start of a four-month drive to get North-East people moving.

The area's unenviable record as the region which does the least exercise in England is the reason why the new campaign has been launched in the North-East.

If it is a success - and similar campaigns in Germany and Canada have raised exercise levels in the population - it could become the model for a national campaign.

People are being urged to build exercise into their normal lives by walking the dog, climbing stairs and walking to the shops as well as playing sports.

Office workers will be encouraged to take part in competitive games and schools will be asked to organise events for parents during sports days.

Unique, one-off events are also being planned, such as the world's largest football kick-about.

Councils, businesses, schools and a host of other organisations are already signed up.

Television ads featuring local celebrities such as Robson Green and Jayne Middlemiss will also be appearing on North-East screens.

Cram, said: "This is good for the North-East, it recognises that we have good sporting traditions but we have been chosen because we have a lot of health problems."

The former athlete said he was particularly keen to get young people involved.

"When I was a kid we did things that we all took for granted, like walking to school and playing in the street, but that doesn't happen any more.

"This initiative is trying to pull things together and get everyone to do more activities."

Taking exercise was "a great stress reliever" for adults, he said.

But he warned: "If it has taken you 15 or 20 years to get unfit don't expect to put it right in a few months."

Judith Rasmussen, regional director of Sport England North-East, said people could ring a special helpline or visit a new website to find about what was happening in their local area.

* Ring 0800 587 6000 to find out more or visit www.everyday sport.com.