It is common knowledge that our current generation of children are less active and more obese than ever before. Welsh children rank as one of the most inactive and obese nations in Europe. Many blame modern technology such as a wide range of TV channels and computer consoles. Many blame an abundance of fast and convenience foods. Some blame a lack of security for children to freely play within their communities. Others blame a lack of initiatives aimed towards children to help them become active. Pembrokeshire based company 4X-tra has developed an innovative and fun summer camp called Dreams: Dreaming of a Healthier Future aimed at Primary School Children. Dreams will break down the barriers to make children more active and healthy. The summer camp will be held at Sageston Primary School on Monday, July 30, to Friday, August 3. 4X-tra has introduced a unique concept that will encourage children in Pembrokeshire to take a step into the world of virtual reality by encouraging them to travel around the world. They will experience many different lifestyle and behaviours that can impact upon their health and future development. Huw Neale, who is local to Pembrokeshire and managing director of 4X-tra, believes this new and unique concept will encourage many children to become more active. "Many current initiatives aimed at children to encourage exercise participation are based around sport. Sport plays a fantastic role to help develop healthier children, but these initiatives do not necessarily target the whole child population. They encourage the already active child who has an inherent interest in sport. This will not entice non- active kids to engage in healthier lifestyles. By combining our innovative concept of travelling around the world with a strong focus on fun and play, many children will become more enthusiastic about being more active. "Pembrokeshire has spectacular natural outdoor facilities in beaches and green open spaces and we want the local children to be outdoors enjoying the spectacular natural environments we are lucky to have in Pembrokeshire." Dreams is aimed at all children, especially targeting the non-active and encouraging everyone to engage in more frequent physical activity. In the form of play Dreams will enable more children to develop the key skills required for sport and increase sport participation throughout Pembrokeshire. It will help bridge together the sporty children from the non-sporty children, encouraging social interaction from a diverse range of interests and backgrounds. Not only will Dreams summer camp improve physical skills, but also social and learning skills. Huw Neale stated: "The bottom line is that healthy children are able to learn better and interact with their peers. Children who are more active are able to enjoy a more fulfilled life and are less likely to develop conditions such as depression and stress. Schemes like Dreams will undoubtedly improve school experience and their future development which will lead the children of Pembrokeshire to live fulfilled and enjoyable lives." For more information regarding Dreams: Dreaming of a healthier future summer camp, please contact 4X-tra on 02920 311391, email [email protected]">[email protected] or alternatively visit the web page http://www.4x">www.4x- tra.co.uk.