86. Healthier and happier in the Humber

Kada Research were commissioned by Active Humber to create an advocacy piece, highlighting the current and potential benefits of embedding physical activity at the heart of daily life. Active Humber is one of 43 Active Partnerships in England. The organisation aims to support people of all ages and backgrounds to improve their health and wellbeing by moving more each day.

Aligning closely with sub-regional priorities, the research evidenced how movement can support Yorkshire and the Humber to become healthier, happier, and more prosperous.

A desk review of current participation in physical activity in Yorkshire and the Humber was undertaken, supported by wider research highlighting the impacts of sport and physical activity on health, employment and productivity. This included exploring local NHS data, sector employment figures and economic inactivity trends. Where available, comparisons were drawn between Yorkshire and the Humber and national figures, to better understand where the region is currently excelling, and where improvements can be made.

To consolidate the place-based evidence, two workshops were held with experts in the field. Attendees highlighted how they are currently using sport and physical activity to improve their local area and pointed to real-world examples of the positive impact moving more has had on residents in Yorkshire and the Humber. They also highlighted challenges they faced supporting people to become more active and what changes should be implemented to overcome these challenges. Several case studies were selected to exemplify the research findings. Kada also provided estimates for the economic and wellbeing benefits of engagement in sport and physical activity.

Kada’s research concluded that moving more has tangible benefits for Yorkshire and the Humber, including a reduction in disease and age-related decline, improved mental wellbeing and a reduction in air pollution. Moving more also has a positive impact of the economy, providing approximately £414m GVA generated by 13,355 jobs.

If you are thinking about commissioning a research study or if you would like to talk through an idea or hear about this work, you can contact us at info@kadaresearch.co.uk