Work Programme: Active NoW

The Active NoW model facilitates the integration of physical activity into the health system with input from all partners. It establishes a unified system and access point for healthcare professionals, social care professionals, and the general public. Rather than introducing new resources, it aims to enhance and leverage existing assets and expertise in local place-based delivery.

Through this coordinated and consistent approach, the model yields several positive outcomes and benefits, including:

• Decreased rates of physical inactivity, particularly among underrepresented groups.
• Improved health and well-being of residents in Norfolk and Waveney.
• Reduced prevalence and impact of long-term conditions.
• Accelerated and improved developments in local infrastructure for delivering physical activity initiatives.
• Enhanced understanding across the system regarding the role of physical activity in promoting health and positive health outcomes.
• Increased recommendation and referral to physical activity by frontline healthcare and social care professionals.
• Transformation of health and care services, facilitating the redesign of pathways to prioritise prevention.

The programme represents the first footprint investment into physical activity by the Norfolk and Waveney Integrated Care Board.

Historically, there had been pockets of commissioning within district council areas, which led to a ‘post code lottery’ in regards to access of services for citizens. To address this, we’ve established a collaborative model. This model unites Broadland District Council, which coordinates the single point centre, and integrates a governance structure that involves multiple ICS system partners. This structure also contributes to the Norfolk and Waveney ICS Health Improvement Transformation Group.

Our programme, the first of its kind to invest in physical activity, has been made possible by aligning workforce capacity with financial resources. This alignment has enabled us to develop a system-wide model that includes a growth plan. Not only has this model led to the development of a service within the single point of access offer, but it has also channelled substantial funding and resources towards community and physical activity regeneration. Additionally, it has fostered a strategic/system leadership model that informs the broader prevention agenda within population health management. This collaborative approach signifies a major advancement in our health improvement strategy.

Core funding for the programme comes from the N&W ICS. In recognition of the alignment with our organisational strategic objectives, we also provide match contribution through workforce capacity, with the programme being built into the workplans of multiple members of staff.

The Falls pathway, introduced in October 2023, empowers both clinical and non-clinical professionals to refer individuals to activities related to falls. Between April 2024 – March 2025 607 fall referrals were received. Exercise is crucial for this group as it enhances mobility and balance, reducing the risk of falls. Regular physical activity can also improve muscle strength and joint flexibility, contributing to better overall health and independence. Thus, Active NoW plays a vital role in promoting physical activity among those struggling with mobility.

In January 2024, the programme expanded further to include a new referral pathway tailored for patients with a stable Severe Mental Illness (SMI) diagnosis. This pathway is a significant addition, acknowledging the profound impact of physical activity on mental health.

The Active Norfolk Physical Activity and Health Improvement Conference, held in November 2024, was a significant event that brought together 75 health professionals. The conference included Level 1 MECC training, but also aimed to solidify the understanding of Active NoW among all potential referrers. The event was well-received and has undoubtedly contributed to enhancing the integration of physical activity into healthcare, furthering the mission of Active Norfolk.