Westminster launches ‘10 by 10’ programme to empower children with new experiences

Westminster City Council has launched the 10 by 10 programme designed to give children the opportunity to take part in 10 enriching activities by the time they turn 10-years-old.

The 10 by 10 programme aims to offer all children free and low-cost opportunities to explore new talents, learn important life skills, and experience everything on offer across Westminster. 10 by 10 represents one of many council initiatives that is intended to reduce inequalities in the City – an objective which sits at the heart of our Fairer Westminster strategy.

In partnership with schools and local organisations, we have curated a wide-ranging offer to empower children to complete the 10 activities before they turn 10-years-old. All activities are hosted here:

Family Information Hub | 10 by 10 Programme Westminster

Examples of the activities on offer include free swimming at Westminster’s leisure centres using the ActiveWestminster Discount Card - ActiveWestminster; sporting, arts and creative sessions via our partner, Young Westminster Foundation Our City | What's On for Young Londoners; and youth specific opportunities at fantastic museums across Westminster.

The activities we will be supporting are:

1. Join in competitive team sports

2. Play an instrument

3. Learn to swim

4. Take part in drama and performing arts. Attending a theatre production

5. Visit the seaside and the countryside

6. Experience museums, galleries, and heritage sites in Westminster that include the National Portrait Gallery, Tate Britain, Cartoon Museum, Somerset House, (and sites in nearby local authorities – like Natural History Museum, Science Museum, London Zoo)

7. Take part in camping trips and overnight residentials

8. Learn to ride a bike to improve children’s confidence

9. Take part in debating

10. Register with a library and use it at least 5 times per year

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10 by 10 is an exciting addition to the council's children's services department, which was rated Outstanding by Ofsted in January 2025. The programme joins other vital family support services, such as our Family Hubs which are located across Westminster and specialised support for children with disabilities, including the Tresham Centres.

This campaign is part of the council’s effort to create further awareness of free and low-cost activities in the borough with specific consideration for affordability for residents.

By ensuring that all children have access to these experiences, we are taking important steps toward creating a fairer and more inclusive city for all.

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Pictured is: Cllr Less, Cabinet Member for Children's Services; Cllr Hug, Leader of the Council; Lyndsy Killip, Executive Headteacher of London Community Education Federation; Iraklis Kolokotronis, Head of Early Years 

Deputy Leader and Cabinet Member for Children's Services, Cllr Aicha Less said:

All children deserve equal access to enriching activities and the ‘10 by 10’ campaign offers a way to remove barriers that often deny access to these life-changing opportunities.

Throughout the process we have kept affordability for families in mind – with all activities being offered for free or at a low cost so no child misses out.

I encourage parents, carers and guardians to get their children involved to empower them with new knowledge, experiences, and confidence.

To see the free and low-cost activities on offer to help children complete the 10 by 10 check out the directory on the Family Information Hub: Family Information Hub | 10 by 10 Programme Westminster