A collaborative approach
We’re committed to reducing inactivity within ethnic groups. We believe it’s important to understand the differing motivations and barriers for specific audiences when it comes to sport and physical activity, rather than a one size fits all approach responding to stereotypes.
Importantly, people within ethnic groups cannot be thought of as one homogenous group of people. A complex backdrop of economic and health inequalities magnifies the impact of barriers to getting active felt by all, such as confidence or knowing where to go, through to cost, lack of time and appropriate opportunity. This explains why there isn’t a single reason for inactivity levels within ethnic groups.
That's why we believe a collaborative approach will address the fundamental issue of reducing inactivity within ethnic groups.
In practise, this means working in partnership with a variety of organisations across sectors who know and understand the specific audiences we want to target, including partners who we’ve traditionally not worked with.
By ensuring investments are insight and evidence-based, we can succeed in delivering more opportunities for people within ethnic groups to get active.
Our strategy – Towards an Active Nation
Getting people more involved in sport and activity, through campaigns such as This Girl Can, is a crucial part of our Towards an Active Nation strategy.
Our vision is that everyone in England, regardless of age, background or ability, feels able to take part in sport or activity.
This ambitious strategy means we’re going to need to work in different ways to make sure everyone can get the most out of getting active.