The CN Group has backed the new Go Cumbria initiative, which encourages people to exercise in the “world-class” environment around them.
The scheme will also offer free online advice across a range of platforms including Facebook and Twitter, and hopes to incorporate social media into the way Cumbrians exercise.
GSK, Active Cumbria the County Sports Partnership and Cumbria County Council are among the other organisations involved with the scheme.
The initiative is being promoted across CN Group’s titles and through a new website.
Jonathan Lee, group development director at CN Media Group said: “We’ve been so encouraged to see so many more people in our communities running, cycling and swimming in recent years and have been delighted to play our part through organising events ranging from the Walney Family Fun Run to Workington’s Festival of Running, right up to the Ullswater Triathlon.
“Go Active aims to break down all those barriers that people might have to getting more active – whether it’s people not feeling they have time due to busy lives, or not having the self-esteem to head out of the front door and give it a go.
“It’s not about starting out aiming to complete a marathon or a triathlon.
“All journeys start somewhere, and even those who take a few short steps towards a more active life are doing more than if they had stayed sitting on the sofa and deserve their own pat on the back and round of applause.”