Active Norfolk welcomes focus on prevention and community health in NHS 10 Year Plan
Active Norfolk has welcomed the government’s newly released NHS 10 Year Plan, which announces three “big shifts” in their approach to healthcare. These shifts place prevention, place-based care, and a shift from analogue to digital at the heart of the UK’s future health strategy.
From treatment to prevention
The long-awaited ‘Fit For the Future’ 10 year plan, which was released today, sets out a bold vision to reduce long-term pressure on the NHS by prioritising early intervention and working across sectors to tackle the root causes of ill health. In a move that London Sport have called ‘a powerful call to reimagine how we keep people healthy’, it signals a clear change in direction, shifting focus from simply treating illness to preventing it. This shift reflects Active Norfolk’s long-standing commitment to tackling health inequalities through physical activity.
Active Norfolk’s commitment to early intervention begins from the earliest years of life. Through initiatives like Big Norfolk Holiday Fun and the Opening Schools Facilities fund, we have worked with partners to encourage a greater uptake in physical activity in children and young people.
“It’s really encouraging to see prevention at the forefront of the 10 year plan, and it sits alongside the ICB Blueprint and NHS England’s Harnessing Physical Activity as real statement of intent. The hope is that this will allow for a strong commitment locally to the social prescribing model, where solutions are sought in the community at the earliest stage, not replacing but supporting those more traditional methods of health management.
We have seen first hand the benefits through programmes like Active NoW and All to Play For, and with wider collaboration and commitment across the NHS we are excited to see what can be achieved.”
Ryan Hughes, Head of Programmes & Partnerships
Our work with the Children and Young People’s Active Lives Survey enables us to identify areas where improvement is needed. In doing so, we believe that this relationship with physical activity will set them up for healthier, more active futures.
Importantly, this commitment to prevention doesn’t end there. Active Norfolk’s work spans all ages, delivering opportunities to be physically active wherever possible, and particularly targeting those at risk of inactivity due to health inequalities. Through inclusive programmes, tailored interventions, and partnerships with local care providers and community groups, Active Norfolk’s goal is to help people remain active, connected and independent for longer.
From hospitals to communities
A key pillar of the plan sets out a long-term ambition to move care into community settings. Active Norfolk’s approach is already rooted in these collaborative models, working across public health, healthcare, education, and the voluntary sector to tackle inactivity and improve wellbeing across the county.
Our Active NoW programme exemplifies the collaborative approach the plan calls for. By working in partnership with NHS services and community organisations, the programme has supported over 4,300 people in Norfolk and Waveney to become more active after being referred by healthcare professionals in the past year alone.
As shown in our latest impact report, 45% of these participants came from the most deprived areas, and of those, nearly 70% maintained increased activity levels six months later.
Working together towards a healthier future
Today’s released plan highlights the importance of collaboration between decision makers. This includes the NHS, local government, and the voluntary and community sector. a model that Active Norfolk already puts into practice.
In 2024–25, the organisation worked with over 400 partners and stakeholders to reach priority groups, address inactivity, and reduce health inequalities; a number we hope to continue to build upon in the coming years.
“Active Norfolk stands ready to play our part in delivering this plan.” Says Eve Dewsnap, Director of Active Norfolk. “Through partnerships, collaboration and innovation we are removing barriers to physical activity and creating opportunities to be active. This plan provides an opportunity to build on our existing experience and help more people in Norfolk to live active lives.”
Find out more
To find out more about the recently released ‘Fit For the Future: 10 Year Health Plan for England’, click the button below.