Black Country ‘Move Together’ campaign aims to tackle huge physical inactivity challenges

Active Black Country and the local authorities of Dudley, Sandwell, Walsall and Wolverhampton today launched their Move Together campaign to inspire residents to embrace movement as part of their daily lives.

Move Together is a unifying movement that seeks to break down the barriers to activity, empowering every resident – regardless of age, ability, or background – to become more physically active.

Paralympic legend Ellie Simmonds MBE is fronting the campaign, which was launched at Manor Farm Community Association centre in Walsall on Wednesday (7 May).

She was joined by representatives from the four local authorities, together with Wendy Morton, the Conservative MP for Aldridge-Brownhills, and a range of community partners.

Commenting on her support for the campaign, Ellie said: “Being active has always been such an important part of my life. It hasn’t just been for my physical health, but for my confidence, mental health and happiness.

“The best thing is that you don’t even have to be an athlete to feel the benefits – or have ever done sports. Whether it’s a walk with friends, dancing in your living room, or joining a local group, moving and being active can make a massive difference. That’s why I’m so proud to be here at Manor Farm Community Centre in Walsall today to support the Move Together campaign – because everyone deserves the chance to feel the joy and freedom that being active can bring.”

The campaign, running in three phases until October 2025, will raise awareness of the spaces and places where people can move more and be active and showcase the wealth of accessible activity opportunities across the region.

Every move counts. Together, in partnership with stakeholders, the campaign will reimagine the Black Country as a place where every step, stretch and stride brings us closer to a healthier, more connected community.

Sport England’s Active Lives Survey identifies the Black Country as the most inactive Active Partnership area within England. Latest data shows that 34.6% of adults were classed as inactive – a slight fall in inactivity rates over the last 12 months (the national average is 25.1%).

Active Black Country’s Chief Executive Ian Carey said: “It’s fantastic to launch the Move Together campaign today in partnership with the local authorities of Dudley, Sandwell, Walsall and Wolverhampton. Delivering a strategy to unite the Black Country and create active, healthier people and places requires a huge collective effort.

“Together with our strategic partners, we have developed an inspiring campaign that can motivate people from different backgrounds to move more and be physically active so they can enjoy the multiple health and wellbeing benefits that an active lifestyle provides.

“This campaign will showcase the breadth and diversity of activity opportunities on everyone’s doorsteps and show just how accessible they are, empowering Black Country residents to embrace movement as part of their daily lives.

“Thanks to Sport England for their ongoing financial support. The Move Together campaign champions the ‘Uniting the Movement’ strategy that aims to provide everyone in England - regardless of postcode, background or bank balance – the opportunity to get active."

The campaign is powered by a partnership between Active Black Country and the four local authorities – who are all working together with community partners to make active living more visible, inclusive, and accessible.

Campaign activations in the months ahead will showcase the different ways people can get active in their communities. Wave 2 will focus on bringing to life the Black Country’s waterways and how residents can utilise them for physical activity. Wave 3 will highlight the huge array of outdoor spaces across the region where people can move more and be active.

Find out how to get active by checking out blackcountrymoving.activityfinder.net