District Physical Activity Profile – Lichfield
What the Evidence tells us for Lichfield
Physical Activity
Table 1: Percentage of adults who are active and inactive compared to Staffordshire and the National Average using date from the
Public Health Outcomes Framework and Active People Survey
National Public Health Outcomes Measures
Measure
Definition
Percentage
of Inactive
Adults
Doing less than
“equivalent” minutes of at
least
moderate
level
activity in bouts of 10
minutes or more in the
previous 28 days
Doing
at
least
150
“equivalent” minutes of at
least
moderate
level
activity in bouts of 10
minutes or more in the
previous 28 days.
Percentage
of Active
Adults
Rates
(%)
30 21.2
60.9
Sport England Active People Survey Measures
Staffs
(%)
28.5
54.8
England
(%)
28.9
Measure
Inactive (0x30 mins moderate
or higher intensity per week /
0 times / mth)
Active (1 x 30 mins moderate
or higher intensity per week /
1-11 x 30 mins per mth)
Lichfield
(%)
46
Staffordshire
(%)
48.6
England
(%)
47
28.5
27.2
28.3
25.5
24.2
24.7
55.6
Note: Green = better than / Amber = similar to / red = worse than the England average
(Statistically significant)
Active (3x30 mins) (this was
the previous NI8 measure)
Note: Green = better than / red = worse than the England average.
(Not statistically significant)
Top sports in Lichfield?
Adults wanting to do more sport.
56% of all adults want to do more sport.
39% of active adults want to do more sport
17% of inactive adults want to do more sport.
Sources of information
Active People Survey - http://www.sportengland.org/research/about-ourresearch/active-people-survey/
UK Active – Turning the Tide
http://ukactive.com/downloads/managed/Turning_the_tide_of_inactivity.pdf
Health Survey for England - http://www.hscic.gov.uk/catalogue/PUB13218
National Travel Survey https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/34
2160/nts2013-01.pdf
What do people want to do?
Active People Survey 8 highlighted that there is a latent demand in Lichfield for Swimming.
Barriers to participation
APS highlights that a significant number of people wish to be more active. Although there are barriers to specific populations common barriers
to participation are highlighted below and should be considered when planning programme delivery.
Time – people often have the perception that they do not have the time to be active. For this group of people they need opportunities to build
activity into their everyday lifestyle / routine such as active commuting (where possible).
Personal motivation – motivation is a transient state and some people may not see the need to be active and will not respond to any
marketing or offer of activity. For others it may be a case of ensuring that the correct activities and appropriate social marketing are in place in
order to move them from contemplating being active to actually being more active.
Cost – paying for activities is often a barrier and so activities should be affordable (not necessarily free) and again facilitating ways in which
people can build activity into their lives such as walking cycling should be explored.
Access to venue – activities should ideally be accessible to the population group they are targeted for. For instance for older people is the
venue local or on a bus route.
Local research – Where available local research can highlight particular issues / barriers people face before becoming more active.
Research1 undertaken with residents, local authorities and the health care system made several conclusions and recommendations for
increasing participation in physical activity.
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1
People do not want the health message “rammed down their throats”
A quarter of respondents stated nothing would motivate to be active.
Need to target specific groups and their requirements, promotional material needs to hit home.
Motivation to exercise is closely linked with social interaction and enjoyment.
Need to tailor activities to the target audience considering such factors as; cost, childcare and times.
Respondents to the survey appeared to be inspired by partners and family. Physical activity opportunities should be aimed at including
the whole family.
Motivation to be physically active is closely linked with social interaction, routine, variety of offer, the ability to progress through providing
different levels of intensity and also fun and enjoyment.
Of 100 people surveyed, 34% wanted to walk, 30% to swim and 12% to use the gym to be more active. Gardening was also selected by
9% of the sample.
Lichfield residents are highly influenced by partners and family when it comes to physical activity, but the majority of respondents are
very self-motivated or rely on GPs to motivate them to be active.
In Lichfield, 26% stated that free or subsidised gym/swim membership would encourage them to be more physically active.
Stimulating demand for physical activity. (2010) South Staffordshire PCT.
Voluntary Voice Consultation 2012 (from Lichfield eJSNA)
 “There is a need for more access to walking groups”
 “There is a need for youth provision, especially in more remote areas”
 “There is a need for more accessible activities, and lower cost or no cost activities, away from schools.”
Research2 into Staffordshire young women’s participation in physical activity highlighted the following;
Barriers –
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Lack of parental support to be active
Insufficient choice of activities
No one to be active with
Space dominated by boys
Parental rules about girls playing outside
Expectations that girls help around the house
Attitudinal barriers
 Lack of confidence and skills
 Only talented individuals really encouraged
 Self consciousness
 Being sporty is not aspirational for girls
 Not as high priority as academic work
 Few role models
As a brief guide when planning activities for young women they should
 Involve peers and friends
 Should be; fun,
 Focus on participation and not always competitive
 Be accessible and affordable.
 Consider opportunities to discuss body image and confidence and female male body norms.
Following on from this research a number of programmes were delivered across the county. More details can be found here.
http://www.youthbox.info/HelpAdvice/SASSOT-Girls-Active-Final-Report-July-2014.pdf
2
Young Women, Physical Activity and Competitive Sport. Staffordshire County Council. Wider Impact (2013)
Social Marketing and Sport England Market Segmentation
As well as ensuring the programmes and activities are affordable, in the right location etc some consideration should be given to the type of
participant that is being targeted and what is the most appropriate method of marketing to engage them.
The Sport England Market Segmentation tool (http://sae.sportengland.org/) segments local populations and identifies the predominant “type” of
people at Middle Super Output Area and Local Super Output Area (Ward level). This enables a more targeted approach to be taken to
marketing and commissioning of activity at a local level. An overview of the segments is provided in Appendix 1.
NB – This profile can viewed at LSOA where the segmentation groups will vary to the MSOA pattern.
Outcomes
Prog’ type
Outcomes (from)
(Bold italic – public health outcome
indicators)
Cycling
Cycling
programmes
should
be supported by
local strategies,
plans and
infrastructure
development.
 Increase in frequency /
intensity of physical
activity of the participant.
to meet 150mins per week
target (optional - 12 weeks,
6 months, 1 year)
 Decrease in sedentary
behaviour (moving
sedentary people into
30mins of activity)
 Change in the determinants
of physical activity
behaviours, e.g. increased
knowledge, improved selfefficacy towards activity.
 Increase in the number of
people cycling as a means
of active travel
 Increase in the number of
people cycling for recreation
 Increase use of green
spaces for activities
related to physical activity
and health.
 Other lifestyle changes /
outcomes as a result of
participation in programme?
(Qualitative data)
Outputs (all
programmes)
 Numbers unique
of participants
entering
programme
 Number of
attendances per
participant
 Baseline physical
activity levels (pre
& post
intervention)
 Participant data
e.g. age, sex,
ethnicity,
disability.
 Recruitment into
programme –
how were the
participants
signposted,
where did they
here about the
programme etc.
What works
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Area wide programmes to promote cycling
for both transport and recreational
purposes should be linked to existing
national and local initiatives.
Programmes that work include:
o provision of information, including
maps and route signing
o fun rides, recreational and sponsored
group rides and school sports
promotions
o promote use of leisure routes on and
off roads
o promote use of off-road mountain
bikes, BMX courses, circuits and
parks
o car-free events or days, virtual cycle
races and links with cycle sports
events
o cycle hire schemes
o intensive sessions in particular
settings or aimed at particular groups,
such as: 'Bike to work' weeks and
workplace challenges; activities
aimed at children and families (such
as 'Bike it', 'Bike club' and other
school programmes); and activities
for people with impairments who may
use specially adapted cycles
o activities and campaigns to
emphasise the benefits of cycling
(including the health benefits, the
reliability and ease of access to local
facilities and services).
More info
PH41 – Walking & Cycling
http://www.nice.org.uk/guidan
ce/ph41
Cycling Towns http://www.tavinstitute.org/wpcontent/uploads/2013/01/Tavi
stock_Report_Evaluation_of_
Cycling_City__Towns_Progra
mme_interimreport_2011.pdf
o
o
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Walking
 Increase in frequency
intensity of physical
activity of the participant
to meet 150mins per week
target during the
programme duration,
(optional - 12 weeks, 6
months, 1 year)
free cycle safety checks (such as Dr
Bike sessions) and cycle
maintenance training.
Bikeability – cycle training for children
and adults. Ensure cycle training is
age-appropriate and timed to allow
cycling to school to become a habit.
In addition, ensure it is appropriate for
those with limited mobility who may
need additional support.
In order to get best value from cycling
budgets there is a need to focus the
resources on a specific target audience
by considering:
People: Who are the people who can
be persuaded to take up cycling?
Place: Where do they live and where do
they go?
Purpose: Why do these people make
these journeys?
Behaviour: Consider factors influencing
people's behaviour such as their
attitudes, existing habits, what motivates
them and their barriers to change. Take
into account NICE's recommendations
on Behaviour change: the principles for
effective interventions.
 Develop coordinated, cross-sector
programmes to promote walking for recreation
as well as for transport purposes, based on a
long-term vision of what is achievable and
current best practice (Walking for Health
Model).
 Where appropriate walk programmes should
link to existing national and local walking
NICE Guidance PH41
Walking and Cycling
http://www.nice.org.uk/guidan
ce/ph41
http://www.walkingforhealth.or
g.uk/
Swimming
 Decrease in sedentary
behaviour (moving
sedentary people into
30mins of activity )
 / Increase in the number of
people walking as a means
of active travel
 Increase in the number of
people walking for recreation
 Increase use of green
spaces for activities
related to physical activity
and health.
 Change in the determinants
of physical activity
behaviours, e.g. increased
knowledge, improved selfefficacy towards activity.
 Other lifestyle changes /
outcomes as a result of
participation in programme?
(Qualitative data)
initiatives, and incorporate actions in specific
settings, such as workplaces and schools.
 In order to get best value from walking
budgets there is a need to focus the
resources on a specific target audience
by considering:
 People: Who are the people who can
be persuaded to take up walking?
 Place: Where do they live and where do
they go?
 Purpose: Why do these people make
these journeys?
 Behaviour: Consider factors influencing
people's behaviour such as their
attitudes, existing habits, what motivates
them and their barriers to change. Take
into account NICE's recommendations
on Behaviour change: the principles for
effective interventions.
 Increase in frequency /
intensity of physical
activity of the participant.
Participation in swimming has been shown to
be increased in some of the following
methods.
ASA Insight reports
http://www.swimming.org/asa/
about-us/asa-research-library/
to meet 150mins per week
target (optional - 12 weeks,
6 months, 1 year)
 Decrease in sedentary
behaviour (moving
sedentary people into
30mins of activity)
 Change in the determinants
of physical activity
behaviours, e.g. increased
knowledge, improved selfefficacy towards activity.
 Other lifestyle changes /
outcomes as a result of
participation in programme?
(Qualitative data)
Physical
activity and
women
 Increase in frequency /
intensity of physical
activity of the participant
to meet 150mins per week
target during the
programme duration,
(optional - 12 weeks, 6
months, 1 year)
 Decrease in sedentary
behaviour (moving
sedentary people into 30
mins of activity)
 Increase use of green
spaces for activities
related to physical activity
and health.
 Change in the determinants
of physical activity
behaviours, e.g. increased
 Free Swimming Lessons - evidence from the
Free Swimming projects suggests targeted
free swimming lessons are the most
appropriate way to increase swimming
participation.
 Swimming in natural environments has been
shown to increase participation in market
segmentation groups – Jackie, Alison, Tim
Helena, Brenda and Elaine.
 Structured sessions – providing structured
sessions that customers want.
 Emphasis on group and social activities and
outdoor pools.
 Themed swims and associated campaigns.
 Local research into Young Women, Physical
Activity and Sport highlights some of the
barriers to participation. A follow up report
highlights some of the successful project
funded and their success – Girls Active
Project.
 Swimming in natural environments (see
Swimming section)
http://www.sportacrossstaffor
dshire.co.uk/live/images/cme
_resources/Public/Research-Young-Women--PhysicalActvity---Competitive-SportMay-2013.pdf
http://www.sportacrossstaffor
dshire.co.uk/Sportsequality/w
omenandgirlssport/girlsactive
project
Physical
activity and
older people
knowledge, improved selfefficacy towards activity.
 Other lifestyle changes /
outcomes as a result of
participation in programme?
(Qualitative data)
 Increase in frequency /
intensity of physical
activity of the participant
to meet 150mins per week
target during the
programme duration,
(optional - 12 weeks, 6
months, 1 year)
 Decrease in sedentary
behaviour (moving
sedentary people into 30
mins of activity)
 Decrease in Injuries due to
falls in people aged 65 and
over.
 Decrease in hip fractures
in people aged 65 and
over.
 Increased muscular strength
and endurance.
 Improved balance.
 Change in the determinants
of physical activity
behaviours, e.g. increased
knowledge, improved selfefficacy towards activity.
 Increase use of green
spaces for activities
related to physical activity
and health.
 Other lifestyle changes/
outcomes as a result of
Some of the key considerations when planning
physical activity for older people are:
 Participation is influenced (positively and
negatively) by significant others and social
support. This includes health professionals
(including general practitioners), exercise and
physical activity instructors, teachers and
leaders, care givers, family, friends and their
peers.
 Social cohesion: Mutual trust, shared values
and solidarity among neighbours are
associated with increased levels of physical
activity amongst older adults
 Older adults report being prevented from
taking part in a range of activities because of
shortage of transport.
 Walking for Health type programmes are
predominantly attended by older adults.
Start Active , Stay Active
https://www.gov.uk/governme
nt/uploads/system/uploads/att
achment_data/file/216370/dh
_128210.pdf
participation in programme?
(Qualitative data)
Physical
activity and
young
People
(5-18 years)
Physical
Activity and
Under 5s
 Increase in frequency /
intensity of physical
activity of the participant
to meet 60 minutes of
moderate to vigorous
intensity physical activity
per day. (optional - 12
weeks, 6 months, 1 year)
 Decrease in sedentary
behaviour (moving
sedentary people into 30
mins of activity)
 Change in the determinants
of physical activity
behaviours, e.g. increased
knowledge, improved selfefficacy towards activity.
 Improved fitness levels in
target group
 Increase use of green
spaces for activities
related to physical activity
and health.
 Other lifestyle changes /
outcomes as a result of
participation in programme?
(Qualitative data)
 Increase in frequency /
intensity of physical
activity of the child to
meet 180mins per day
target during the
 School based interventions (programmes) are
considered most effective
 Ensure school playgrounds are designed to
encourage varied, physically active play.
 Primary schools should create areas (for
instance, by using different colours) to
promote individual and group physical
activities such as hopscotch and other games.
Move More evaluation
Start Active , Stay Active
https://www.gov.uk/governme
nt/uploads/system/uploads/att
achment_data/file/216370/dh
_128210.pdf
 For pre-school children, physical activity
should mainly comprise of unstructured, active
play and learning loco-motor, stability and
object-control skills.
Start Active , Stay Active
https://www.gov.uk/governme
nt/uploads/system/uploads/att
achment_data/file/216370/dh
_128210.pdf
programme duration,
(optional - 12 weeks, 6
months, 1 year)
 Decrease in time being
sedentary.
 Improved motor skills of
target group.
 Increase use of green
spaces for activities
related to physical activity
and health.
 Change in the determinants
of physical activity
behaviours, e.g. increased
knowledge, improved selfefficacy towards activity.
 Other lifestyle changes /
outcomes as a result of
participation in programme?
(Qualitative data)
Examples of what has worked
This section can be used to insert details of programmes that may
worked locally in the past.
 BHFNC have published a series of case
studies that demonstrates good practice in
development and delivery of evidence based
programmes.
http://www.bhfactive.org.uk/us
erfiles/Documents/Casestudy
booklet.pdf
Data Collection
Standard Evaluation Framework for Physical Activity Interventions –
http://www.noo.org.uk/uploads/doc/vid_16722_SEF_PA.pdf
This site signposts to a number of tools to assess physical activity in varying populations and in varying detail –
http://dapa-toolkit.mrc.ac.uk/physical-activity-assessment/methods/questionnaire/examples-and-links.html
Single Item Measures
What’s know as a single item measure question may not be as detailed as tool included above however they maybe more suitable in a community setting
where asking for too much detail maybe a barrier to participation.
This example could be used to measure an increase in volume of activity towards the 150mins (5x30 per week) or moving people from sedentary to active (0x
to 1x30). This example is the one used on the Walking for Health Initiative.
In the past week on how many days have you done a total of 30 minutes or more (in bouts of 10 minutes or more) physical activity which was
enough to raise your heart rate. (This may include sport, exercise and brisk walking and cycling for recreation or to get to and from places. Should
not include housework or physical activity that is part of your job.)