JU:MP took a systems approach to tackling inactivity, working closely with Bradford Council’s public health team and wider partners. The role of systems thinking and accompanying tools such as system mapping in helping to frame responses to complex public health challenges has grown in the past decade. Bradford’s strategic working reflects the evidence which has led to a shift in thinking that acknowledges that physical activity behaviour is influenced by complex political, environmental, and social systems rather than just an individual ‘intention’ to be active; and that multi-faceted approaches at various ‘levels’ are needed.
The Active Bradford partnership has a commitment to embedding physical activity in policy and strategy across the system and its partners are working collaboratively to achieve this. The journey started in 2020 with the mapping of Bradford’s strategies, undertaken by the JU:MP team. This identified 23 strategies and policies that evidence shows can have an influence on tackling inactivity. Since then, work has been underway to strengthen and embed physical activity in these strategies. For example, progress has been made regarding the Children and Young People’s Plan, which previously only had child obesity as a priority. Now physical activity is recognised as a priority and an enabler that can meet multiple outcomes.
A key element of the strategic work over the last few years has been the co-production of a whole system physical activity strategy and action plan for Bradford District. Through a series of stakeholder workshops, over 90 officers and senior leaders collaborated to develop draft priorities for action. This was followed with a wider consultation on the draft plan with partners and the public, over the summer of 2021, including online and face-to-face engagement at park fun day events. The “Every Move Counts” strategy is the result and is led by the Active Bradford Partnership Our Strategy | Active Bradford. The strategy also includes a focus on reducing sedentary behaviours, which also negatively affect our health. Bradford district partners have committed to a number of underlying principles which will be embedded in the delivery of the plan including reducing inequalities, being inclusive, embracing diversity, and taking an evidence-based approach using data, insight and research.
There is now a high level of buy-in across the system, and the governance of the strategy has been strengthened. The strategy is owned by Active Bradford and reports to the Health and Wellbeing Board. The Physical Activity Strategy Implementation group facilitates and coordinates the delivery of the strategy through the live action plan, reporting to Active Bradford and the Health and Wellbeing Board.
Our research shows this co-production process helped gain buy-in across the system to the importance of physical activity. It also established joint ownership for the plan and built relationships and better connectivity. Competing priorities and financial pressures continue to be a challenge in the delivery of the plan, but having a live action plan allows for flexibility to adapt and react to opportunities when they arise.
The full strategy can be found on the website below:
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