Creating an Active Black Country - a strategy to unite the Black Country to create active, healthier people and places - read more

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Insight Gaps

Active Black Country take immense pride from being an insight-driven Active Partnership; everything we do is based on intelligence and prior learnings, meaning our decisions align as closely as possible with what we know, rather than what we think we know. We are aware, however, that there will always be gaps in our knowledge. Work is currently being undertaken on a number of exciting projects to increase our understanding of how to tackle inactivity in the Black Country. This includes;

  • Active Lives Survey Pilot – plans are being developed to engage with a number of schools across the Black Country to undertake a longitudinal study whereby the same cohort of children and young people are completing the Active Lives Survey every year for a five-year period. This gives rise to the potential to test the impact of school-level interventions and will enable Active Black Country to gather collate key learnings into tackling inactivity amongst this important demographic.
  • Population Health Management¬ – working in an exciting partnership with colleagues from the Black Country and West Birmingham STP, Active Black Country are part of a project to apply the principles of population health management to improve the health and wellbeing of children and young people with a specific focus on early years. The project will look to develop the existing understanding around physical literacy and the importance of enjoyment as the key component in developing an activity habit for life.

For an informal discussion around any insight gaps that you think Active Black Country would be interested in working to address, contact Michael Salmon (