A blueprint to tackle physical inactivity: A collaborative approach in Cheshire and Warrington sub-region
ISPAH ePoster Library. Boyd A. Oct 15, 2018; 225184; 403
Anne Boyd
Anne Boyd
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Abstract This abstract examines how Active Cheshire adopted a “whole system approach” to co-design a “blueprint” (strategy) to embed physical activity into all aspects of everyday life. In Cheshire and Warrington sub-region, 22.1% of the population aged 16+ are active for less than 30 minutes per week, directly resulting in an estimated £17.5million annual cost to the sub-region. Despite large investments over the last decade, participation figures published by Sport England since 2006 have shown to be flatlining. It is evident that a different approach is needed to tackle physical inactivity. Active Cheshire created a Physical Activity Task Force (PATF) to explore how the levels of inactivity can be addressed locally, thus, improving health, wellbeing and prosperity. The group, made up of local stakeholders was brought together in early 2017 to produce a collaborative strategy to tackle physical inactivity. The strategy aims to affect sustainable change based on consumers insight. Therefore, behavioural insight research was conducted to understand what makes people inactive with findings used to inform the development of the strategy, which has five key pillars; Active KidsActive DesignActive WorkplaceActivatorsActive MindsThe creation of the PATF has provided strategic direction for the sub-region to tackle physical inactivity. The co-designed plan, which will be co-delivered by local stakeholders, focuses on the whole system approach that will embed physical activity into all aspects of everyday life. The key feature underpinning the strategy is to affect sustainable change through understanding the needs, demands and lifestyles of the consumers.
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