Part of the MOVEment: A mechanism for mobilizing Cheshire and Warrington to reduce inactivity
ISPAH ePoster Library. Boyd A. Oct 15, 2018; 225451; 13815
Anne Boyd
Anne Boyd
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Abstract Social movement theories suggest social movements succeed through effective mobilization of individuals, organisations, cultures and/or political systems. Social movements refer to deliberate, voluntary efforts to organize individuals to achieve enough group influence to make changes.As the lead body for physical activity in Cheshire and Warrington, and the named county sport partnership mandated to act as a local agent on behalf of Sport England, Active Cheshire are in prime position to promote and influence movements for change, leading the fight against inactivity locally.In 2016 it became evident that despite decades of significant national and local investment into the sector, levels of physical inactivity remained high and stagnant. According to Active Lives Survey January 2017 release, 166,000 (22.1%) people were doing less than 30-minutes a week of physical activity in Cheshire and Warrington. Responding to this stagnation, Active Cheshire launched a mechanism for behaviour change in the form of #PartOfTheMOVEment.The #PartOfTheMOVEment campaign utilised promotional messaging, face-to-face engagement, and notable events/conferences to influence external individuals and organisations to join in tackling the problem of inactivity.Following two successful conference events, and 18 months of campaigning, Active Cheshire successfully encouraged approximately 1000 organisations and individuals to become #PartOfTheMOVEment.This amounted to the development of a Physical Activity Task Force where cross-sector partners and stakeholders came together to co-develop a local strategy, the Blueprint to Tackle Physical Inactivity in Cheshire and Warrington. The strategy looks to be co-delivered by those who have joined the MOVEment in the fight against inactivity.
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