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.
Working across 8 priority wards, we have recruited two Community Connectors to work within our voluntary sector partners to enable them to truly explore the local barriers to activity and to pilot a number of initiatives that bring together our thematic areas of communities, health, education, workforce and healthy placemaking. An extensive consultation exercise with over 700 residents was carried out and is informing their work – you can view the report here.
Click on our interactive map to understand more about our priority wards and the areas in which we’re developing learnings.