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Strategy & Policy

2017 Annual Impact Report

Active Norfolk published its first annual Impact Report in October 2017, just over a year on since it launched its 5-year strategy in June 2016.

Here you'll find highlights on key areas of work Active Norfolk has undertaken during that time, including key achievements, learnings to date, and what's on the horizon as we move forward.

Active Norfolk Strategy

On 21st June 2016, Active Norfolk launched its new five year strategy.

The strategy identifies how Active Norfolk will lead a collaborative approach to broadening and deepening the impact that sport and physical activity has on the lives of people in Norfolk.

Towards an Active Nation

On 19th May 2016, Sport England launched a new 5 year strategy, that sets out their plans to reduce inactivity. As well as continuing to support people who already play sport, there will be a much greater emphasis on groups who are typically much less active such as women, disabled people and those from lower socio-economic backgrounds.

The strategy will help deliver against the five health, social and economic outcomes set out in the Governments Sporting Future strategy.

Sporting Future: A New Strategy for an Active Nation

In December 2015 the government published their new strategy for an active nation. It sets a bold and ambitious direction for sport policy which has been widely welcomed. It looks beyond simple participation to how sport changes lives and becomes a force for social good. At its heart are five outcomes: physical wellbeing, mental wellbeing, individual development, social and community development and economic development.

Physical Activity Strategy for the WHO European Region 2016–2025

This physical activity strategy was prepared in the light of the existing voluntary global targets set out in the WHO Global action plan for the prevention and control of noncommunicable diseases 2013–2020, endorsed by the Sixty-sixth World Health Assembly in May 2013. The strategy focuses on physical activity as a leading factor
in health and well-being in the European Region, with particular attention to the burden of noncommunicable diseases associated with insufficient activity levels and sedentary behaviour. It aims to cover all forms of physical activity throughout the life-course.

Everybody Active, Every Day

Public Health England published a framework for national and local action to address the national inactivity epidemic in October 2014. The framework focuses on 4 key areas for action:

  • change the social norm to make physical activity the expectation
  • develop expertise and leadership within professionals and volunteers
  • create environments to support active lives
  • identify and up-scale successful programmes nationwide


Getting Active Outdoors was commissioned by Sport England and produced in partnership with the Outdoor Industries Association (OIA). It examines the demand and supply of outdoor provision and takes an in-depth look at the profile of the outdoor consumer.

Go Where Women Are is about engaging women in sport and exercise on their terms and in their space, whether physically or emotionally. The insight pack explores Sport England's current understanding of women, their relevant motivations, barriers and triggers to getting more active, and what this means for sports and exercise activities and initiatives.

Sport England's report, Mapping Disability, offers an in-depth look at the vast range of impairments experienced by people in England. It also includes comprehensive data on disability by categories such as region, gender and age.

Sport England produced Engaging Disabled People: The Guide to support organisers of grassroots community sport to communicate and engage more effectively with audiences that include disabled people.

Sport England have released Volunteering Insight research they commissioned Manchester Metropolitan University to undertake in March 2014. This comprehensive report provides a systematic review of the academic research over the last 10 years and also offers new insight into a number of areas through structured interviews with a range of volunteers.

People with long-term conditions and attitudes towards physical activity research conducted on behalf of the Richmond Group March 2016