Active Black Country have been gathering learnings on why people are inactive and the impact of various piloted approaches to change behaviours. Much of our research in the sector looks at ways of influencing Deliberate activity. Active Black Country are also seeking to explore the means and methods behind increasing Incidental activity – the concept of building physical activity into the fabric of residents’ everyday lives.
We understand that a one size fits all approach isn’t suitable for our residents. Our region is one of the most diverse parts of the country and our place-based way of working allows us to develop localised solutions to tackling inactivity. Click on our interactive map to understand more about our priority wards and the areas in which we’re developing learnings.