Physical Activity Improvement Project Case study –Shropshire Customer ledtransformation programme local government LGDC delivery council 21/58

Improvement Contents

About Shropshire 3

Background 4

Objective 6

Approach 7

Findings 20

Recommendations 23

Outcomes and Benefits 28

Governance 32

Resourcing 34

Challenges and Lessons Learnt 35

Next Steps 36

2 Customer led transformation programme – Shropshire The Customer Led About Shropshire Transformation Programme Shropshire is a predominantly rural county Shropshire Council’s work has been located in the West Midlands. It is one of funded under the Customer Led the most sparsely populated in England and Transformation programme. The fund almost a quarter of it is designated as an aims to embed the use of Customer Area of Outstanding Natural Beauty (AONB). Insight and Social Media tools and techniques as strategic management Of the 300,000 people receiving services capabilities across the public sector from Shropshire Council the majority live in family in order to support Place-Based small towns or villages. Shrewsbury is the working. largest town with a population of less than 70,000. The Customer Led Transformation programme is overseen by the Local Shropshire Council (SC) was formed, as Government Delivery Council (supported a unitary authority, in 2009, following the by the Local Government Association). amalgamation of Shropshire County Council and five district councils - Bridgnorth District The fund was established specifically to Council, South Shropshire District Council, support collaborative working between Shrewsbury and Atcham Borough Council, local authorities and their partners Oswestry Borough Council and North focused on using customer insight Shropshire District Council (but not Telford and social media tools and techniques and Wrekin, which is a separate unitary to improve service outcomes. These authority). approaches offer public services bodies the opportunity to engage customers and gather insight into their preferences and needs, and thereby provide the evidence and intelligence needed to redesign services to be more targeted, effective and efficient.

Customer led transformation programme – Shropshire 3 Background Participation levels varied from area to area across Shropshire. Whilst the picture is quite The business case for the creation of a good in some areas, evidence showed, unitary authority in Shropshire included for example, that 51 per cent of adults in a commitment to review leisure services. Oswestry were inactive with only 15.5 per Under the earlier governance model (county cent of females doing the recommended and districts) the public sector provision amount of exercise. varied considerably from one part of Participation of people with a limiting disability Shropshire to another and it was believed in Shropshire is also significantly lower than that the public would benefit if this was the average for the population as a whole. more coordinated and equitable. Less than 10 per cent of people with a long Traditionally a review of this type would be term limiting disability take part in 3x30 carried out as a value for money review minutes of activity per week compared to over focusing on improving the cost, performance 20 per cent of the population as a whole. and customer satisfaction ratings of the Research work undertaken by Energize service together with an evaluation of (Shropshire, Telford and Wrekin’s County the service’s contribution to the council’s Sport Partnership) and the Physical Activity priorities. It would focus on the efficiency Partnership highlights the following challenges: and effectiveness of how Shropshire Council does things. However, Shropshire Council • •agreeing the strategic fit between sectors; decided to broaden the remit of the review in • engaging low participating groups; two aspects. • tackling obesity and Firstly, it was recognised that the efficiency • increasing delivery capacity. and effectiveness of Shropshire Council’s operations could not be considered in Consequently, the Shropshire Physical isolation but had to involve a broad range Activity Improvement Programme was of partners, and other service providers, to created to address these challenges. develop solutions that meet different local needs across the county.

In addition, the broader health agenda “We wanted to get a real understanding dictated that there was more to be of what some of the barriers were to considered than mere provision of services. physical activity across the county. We Whilst available evidence showed that heart recognised that we couldn’t do this disease is the biggest cause of premature alone, so one of the first things we did death in England and there is overwhelming was to bring in a number of key partners evidence of the health benefits of being including the PCT and the county sports active. Research indicated that nearly 80 partnership (covering Shropshire and per cent of all adults in Shropshire did not Telford & Wrekin).” participate regularly enough in physical George Candler, Area Director, activity to gain these benefits. Shropshire Council

4 Customer led transformation programme – Shropshire Objective The project aimed to consider what was on offer in Shropshire for each of these areas, The project set out to identify “the to identify the resources allocated towards opportunity to increase Shropshire resident’s enabling and encouraging participation and participation in physical activity as a to consider how this could be done differently. contribution towards improving their mental The selected areas were walking, swimming, and physical health and well-being”. cricket and rugby. These were selected for Although defined as an output of “increasing the following reasons: participation”, the real focus was on building Analysis of provision a healthier and happier community by Having narrowed the focus of the work to encouraging and enabling everyone in these four areas of activity, the next step Shropshire to build physical activity into was to understand what was available within their everyday lives. Shropshire. To achieve this, the project team The project used a bottom up approach, followed the Total Place model of mapping utilising customer insight, to inform what was available and then counting recommendations about: the resources allocated to providing and encouraging participation in these activities. • the best use of the resources that come A more detailed audit of provision was into (and which are spent in) Shropshire undertaken in the Oswestry area. • the potential role of different sectors in An example of the high level maps derived catering for different community needs from this investigation is shown opposite. • how organisations might work together to deliver local improvements. Select location It was also considered necessary to focus on one geographical location within Shropshire, Approach rather than attempting to analyse the whole county. The Active People Surveys, which In order to achieve the over arching objective, measure adult participation in sport (APS) of increasing participation in physical activity and active recreation, identified Oswestry across Shropshire, it was necessary, in as a poorly performing area. the first instance, to focus how this might be achieved within a narrower remit. The table overleaf shows the results for Consequently, the project set out to undertake NI8 – Adult Participation in Sport and Active detailed research that was focussed on a few Recreation – for Shropshire. particular activities, a selected geographical area and certain groups of citizens.

Select types of activity Because it was impossible to consider every type of physical activity, four specific areas of activity were selected for detailed review.

Customer led transformation programme – Shropshire 5 Walking Cricket • is the most popular physical activity for • is a community based team sport which adults is particularly popular and successful in • is easy to access particularly given Shropshire Shropshire’s natural beauty • there are over 70 clubs in the county, • is a priority for key partners with external therefore most communities will have a funding available and resources being local ground/club which will be managed made available to increase participation eg by a community/voluntary committee Walking for Health • is an increasingly popular sport with • the council has statutory responsibility for significant external investment from the maintaining public rights of way national governing body – England and • is facilitated by a significant number of Wales Cricket Board(ECB) volunteers particularly through the Parish • is popular amongst boys/men and Paths Partnerships increasingly girls/women and Shropshire • is promoted in and by schools eg also boasts a number of disability teams encouraging walking to school • there are County teams for all the • is suitable for all ages and is particularly groups listed above, there are a number successful in encouraging physical activity of England representatives (boys and amongst older people. disability) and Shropshire has a minor counties team.

Physical activity in Shropshire: walking

6 Customer led transformation programme – Shropshire Swimming Rugby • is a ‘cradle to the grave’ activity – • is a thriving team sport, particularly at participation is not restricted by age, school, university and club level, gender, disability or income • facilities will, in the main, be owned and • learning to swim is a key life skill, it is a run by local voluntary committees; clubs key stage in a child’s development and a will rely on volunteers to function recognised part of the National Curriculum • regardless of size, shape, age and gender • swimming can be a leisure activity or a there is a type of rugby and a level of sporting pursuit through organised clubs competition that is right for • a significant proportion of spend on ‘leisure’ almost everyone by Shropshire Council will be on swimming • there are a number of variations of the • there is a mix of provision with some private game including disability, seven, tag commercial sector provision in Shropshire and beach • has received investment by the Government • is a high profile national sport and is for example through the free swimming now an Olympic sport. scheme for under 16’s and over 60s • is a popular sport for people with disabilities, females, those on low incomes and older people (aged 65+).

Customer led transformation programme – Shropshire 7 National Indicator (NI) NI8 – Adult Participation in Sport and Active Recreation – for Shropshire

Area APS1 (Oct 2005–Oct 2006) APS2/3 (Oct 2007–Oct 2009) Bridgnorth 22.9 per cent 23.7 per cent North Shropshire 21.2 per cent 23.9 per cent Oswestry 20.1 per cent 20.9 per cent Shrewsbury & Atcham 24.5 per cent 24.8 per cent South Shropshire 20.3 per cent 19.5 per cent

This indicator, together with a number of local • the opportunities presented by the new issues led to the identification of Oswestry as leisure facility, Oswald Park, and the a suitable location for the detailed customer development of a programme of activities insight work to be undertaken as part of this • the development of the Shropshire Way project. around Oswestry The local issues influencing the choice of • the issues faced by one of Shropshire’s Oswestry were: most deprived communities (Castle Ward).

• the mix of swimming providers (facilities and lessons)

8 Customer led transformation programme – Shropshire Select Customer Segments For more information on these segments and the associated Interactive Web Toll please The project utilised Sport England Customer see the Sport England website: segmentation data aligned with Mosaic http://www.sportengland.org/research/ information to highlight both current areas of market_segmentation.aspx activity and more importantly where the gaps were in terms of non activity. Sport England The following tables provide an indication of has developed nineteen sporting segments to the analysis carried out to identify the most help them understand the nations’ attitudes appropriate market segments for review. to sport and motivations for doing it (or not). (Note: The names are fictional and are used merely to make the Mosaic categories seem more personal.)

Tables showing the most appropriate market segments for review

Customer led transformation programme – Shropshire 9 This customer insight allowed the partners to select a few specific groups for more detailed analysis. It was agreed that these needed to cover the predominant market sectors and to include both the elderly and family groups. Consequently the groups selected were as follows:

Our focus was on the following three groups.

Roger and Joy We will engage with older people and older couples who are at the point of retirement, between the ages of 55-70. We will engage with this group in the areas they live, in local clubs they may attend, shopping centres, parks, health centres.

Alison We will engage full-time mothers women who are currently caring for young children.

We will engage with this group through the Sure Start Centres, the areas in which these families live, shopping areas, parks and play areas.

Tim We will engage with men who are ready to settle down, either living with a long term partner and planning a family, or with a young family.

We will engage with this group out of working hours, outside supermarkets, in the areas in which they live, through Sure Start contacts, in cafes, local pubs, and local industry.

We will be specifically targeting lower income groups and family units

10 Customer led transformation programme – Shropshire Research • capture people’s experiences and insights Having selected the activities, the using a variety of innovative approaches geographical area and the customer • introduce the council to some new segments to be investigated, in June models of community engagement and 2010, Thinkpublic was commissioned by participation, and engage the council in the Shropshire Council to undertake qualitative process research in the town of Oswestry as part of the Council’s wider programme to increase • engage with three main target groups the public’s participation in physical activity. identified by the Council’s research, The aim of this research was to help the focussing specifically on lower income Council, key partners, and other service groups providers achieve a better understand of: • provide an evidence base from which to support local people to be more physically • the experiences of people who have or active, and to improve the public’s who are engaging in physical activity in experience of using local services and the town of Oswestry. facilities.

Methods of engagement ‘Every day we do something, swimming During the research phase of the project ball room dancing, walking. several methods of engagement were ‘We love to dance, we have been doing utilised: it for 3 years, and the hard work is A day in the life of you paying off’ Using a handheld video camera Thinkpublic ‘The swimming leisure centre gives us asked people to describe a typical day free swimming, we go together, on a wed. for them, highlighting the different points I (Val) do 30 lengths, and he does 25.’ of physical activity during their day. This allowed an insight into not only what forms of ‘We are more active physically, it’s so physical activity people were engaging in, but much better’ also when and why.

Val and John Malcolm, retired couple

• the barriers that stop people engaging in physical activity in the town of Oswestry.

The research aimed to: • explore the experiences of Oswestry residents, by drawing out their perceptions of being active, their motivations, personal values, as well as perceived barriers to activity

Customer led transformation programme – Shropshire 11 During the week in Oswestry 23 videos of How do you keep active? residents were collated. This engagement method was used to understand people’s perceptions of being Family Toolkit active. Members of the public were asked to A probe pack was designed to give out to write down their answers to two questions on families and children. This included two a chalk board, one being ‘How do you keep workbooks; one for parents to fill in and one active?’ and the second ‘What stops you for their children, and also a disposable from being active? camera for the families to document their typical day. 57 photographs of people’s responses were captured.

Performing more extensive verbal interviews upon collection of these kits allowed the respondents time to think about the issues Wish for the future! Thinkpublic were concerned to investigate, Participants were asked to write down a wish thus yielding more insightful and detailed they had for themselves and a wish they had interview responses. for Oswestry, on a wish tag. A Wishing Line was created on the Saturday in the centre Kits were distributed at Sure Start, of Oswestry where people’s wishes were Home-Start and The Start Centre. shared and residents were encouraged to add to it. The line then reflected the dreams

and aspirations of the people of Oswestry.

A total of 22 tags were collected.

12 Customer led transformation programme – Shropshire Thinkpublic took this opportunity to film further ‘A Day in the Life of You’ videos. By working on a weekend in the town centre, Thinkpublic were able to engage with a diverse and large sample of people living in the area.

In depth interviews All the above methods, while providing some valuable insights and visual information, were often used as a way to initiate a more in-depth interview with participants.

Much of the information analysed was Saturday Finale gathered through semi-structured interviews On the final day of the research Thinkpublic carried out by the research team. This design created an event in the town centre that limited the risk of experimenter bias, but was hosted Hula-hooping, skipping competitions sufficiently rigorous to confer reliability to the and also Yoga. results.

This form of engagement proved useful to These interviews were undertaken in getting children involved in activities whilst people’s homes, at community centres, researchers talked to their parents, and vice other groups, or on the street and ran from versa. It also provided a platform for giving between 15 minutes to an hour. The aim of feedback to residents about some of the this form of engagement was to allow the initial findings during the week, and for them individuals to direct the conversation, telling to share their dreams and aspirations with the researchers about their lives from their each other on the Wishing Line. own perspectives. In total Thinkpublic interviewed 27 people in the three target groups and engaged with 85 people in Oswestry, in at least one form.

Locations In order to reach the target audience people were engaged in the following organisations and locations:

• Home-Start Centre • Sure Start Centre • Kingswell Centre • Oswestry Senior Citizens Club • Slimming World

Customer led transformation programme – Shropshire 13 • University of the Third Age (U3A) “I don’t want to be going to a normal gym • Morrisons full of muscle builders or skinny girls.” • Wetherspoons Shelley, 40+, Whittington • Retail Shops • Town Centre Innovating physical education: • People’s Homes. People talked about their time in school as the time in their lives when they were most active. However, many people who were “In a typical day I get up at 6 or 7 am do not currently engaged in physical activity housework before they [the children] get felt that sport at school was ‘not for them’. up, do ironing and get them to school. Often the competitive element in school Then I do a food shop and pick Katline sports alienated people at a young age and [4 year old daughter] up. Then I make inhibited them from staying active throughout dinner, play with the kids, afterwards their lives. I might go visit someone (usually my Mum & Dad), and then it’s tea-time. After Activity for life: which it’s bath, bed and story time. Then People of various ages talked about their I do the washing”. lives fluctuating between being quite active Sue, 34, Glentworth and not active at all. One of the challenges that people faced was to keep being active as a consistent priority. This was especially Findings apparent when people talked about the transitional stages in their life.

The research set out to identify the Mapping what is available: problems and barriers to activity identified by The research highlighted that there was a interviewees and the issues they described gap in peoples understanding in terms of are outlined. what was available in the local area and how to keep active. Often people were unclear on Activities for all: where to go to find out what was available. The research highlighted the challenge, for There was also uncertainty about the cost the selected groups, of fitting physical activity of activities and whether certain things were into their daily lives. meant for them. Parents with children especially referred to activity as being a priority for their children “As a low-income family, we just can’t but not always for themselves. Parents would afford it [leisure activities].” need to get babysitters, for example, to enable Jo, 23, Morda them to engage in an activity on their own. Also revealed was how local people saw local “Things are so expensive. We’re only on services and local facilities as being targeted a pension.” towards certain age groups or demographics, Heather, 60+, Oswestry creating an image of exclusivity.

14 Customer led transformation programme – Shropshire Helping people access services: Experience based designed new facilities: A barrier that frequently arose in this This research revealed the need not only to research was that of accessibility and communicate the sessions available at the transport. Families felt unable to go to the leisure centre but how the centre is designed leisure centre because getting on the bus and run to best reflect the needs of the with prams or pushchairs was often difficult. public, their motivations, and anxieties. Older people talked about local bus services finishing too early which prevented them Space for young people: going to groups in the evening. Many people talked about the lack of provision for teenagers. This age group was then seen as a nuisance and a barrier for “The Tannat Valley buses are abysmal, people wanting to access play facilities in the disgusting, filthy and not suitable for area. push chairs!” Teresa, 25, East Oswestry General Issues: Below is a snapshot of the key issues raised by participants:

Raising awareness: • the need to improve participation in Many people knew about and recited the physical activity – of all kinds ‘5 a day’ message relating to their diet, but the messages around activity were not as • the need for community based role models prominent or were confused. Often people – people supporting each other felt that activity was an added extra to their • inspiring people and inspired people lives which they could not “bolt on” when • children and parents taking ownership of other elements of their lives were chaotic. their fitness and health and wellbeing Community: • better signposting / more awareness of The barriers that people felt stopped them opportunities being physically active were often self- • more sports clubs with links to schools / imposed, such as a lack of confidence, communities linked to sports clubs and aspiration and motivation. These issues not vice versa only restricted people being physically active but also stopped them engaging with the • family activities community more widely. • health professionals encouraging and supporting inactive people to become Active Friends: active. Many of the more extensive research methods revealed that the issues forming barriers for a lot of people related to confidence. This was especially true of those who seemed to be very inactive, or who had gone through periods where they had been confined to their homes, with a lack of inspiration or motivation to engage in sports or sociable activities.

Customer led transformation programme – Shropshire 15 Recommendations • Synchronised events: Another approach would be to ensure that crèche timetables In direct response to the issues and barriers and adult swimming timetables, for identified above, Thinkpublic recommended example, were in sync to allow parents a series of possible initiatives. These to take time for themselves without the recommendations will form a part of future additional cost of childcare. developments within both Active Oswestry Innovating physical education: and other future initiatives within Shropshire. Invent a sport: After learning about the Some of these recommendations have, value of being active, invite young people however, already been utilised. For example, to invent their own sport. This could reflect in order to encourage walking (see below) their personality, their own personal skills a “walkers welcome” initiative has been and interests, and start to challenge the launched (whereby local businesses seek to preconceptions around sports (namely that serve walkers needs by providing accessible they should be preoccupied with being better services) and local people have been directly than others). There should be a shift in focus involved in the development of a new branch towards being the best that you alone can of the Shropshire Way footpath. be, by working with others.

Activities for all: • Intergenerational happenings: By running activities that focus on common interest/sports rather than age group, generations can come together through the shared experience of being active. For example: A break-dancing grannies vs. tea dancing teenagers event, or an intergenerational sports day which sees all generations come together around a shared goal and showcase their own talents and interests. • Engaging the whole family: Within existing services for children or for parents, ensure that all members of a family are able to engage in being active at the same time. For example: While parents are watching their children train at the football or rugby club, include a parents training session which informally engages parents in learning new skills and keeping physically active.

16 Customer led transformation programme – Shropshire Activity for life: Mapping what is available: • Gym Plan for Life: Volunteer consultants • A local area activity map: placed around could be available to give members of the town showing ‘active hotspots’, and routes community a free hour session where they for walking, cycling and rambling. This develop a ‘plan for life’. This plan would could be co-designed and illustrated by help people to explain what their life is like, members of the community to ensure they uncover what it is they are interested in, felt a sense of pride about owning and what they would like to do as a physical using the facilities. activity, and how they might adapt this • Active Oswestry for under a fiver going forward. This could be introduced in booklet: This is a booklet and website secondary schools to lay the foundations which highlights the activities and deals for the types of lives teenagers would that allow people to keep active for under aspire to lead, set achievable goals and a fiver. There would be an opportunity limit the tendency to fall into a spiral of bad for clubs and societies to advertise their habits. Much like a school career service, services and for locals to know what’s the emphasis should be on longevity and going on. building activity into one’s future life plans. • Resident information office: • The Flash workout: Inspired by the recent An alternative to typical tourist information ‘flash dancing’ phenomenon, flash exercise office that is geared towards informing could be organised across the area to locals of what is going on in their area. show that exercise need not be limited by Could be organised through the Footfall place or time, and can be fun. project as a temporary pop-up office in a • The Home work-out plan: classes that derelict shop. teach exercises to do in your own time (Note: the Footfall project is a local initiative at home eg whilst watching TV. This will utilising empty shops and other underused encourage the concept of exercise as spaces for a variety of community and arts part of your lifestyle and not necessarily projects, thus encouraging more footfall needing to be restricted to a certain time throughout the town.) or place • Health and education professional training: To ensure this service is used by the people who would most benefit, health and education professionals would be engaged in its development and receive information and training where necessary. They would then be encouraged to recognise who would benefit, and would perform a signposting role.

Customer led transformation programme – Shropshire 17 Helping people access services: • What is physical health? Find ways to • Rethink bus-routes: Conduct an analysis challenge people’s perception of what of current transport routes, times, stops, physical health is and what effect getting and accessibility to map against current old has on it. Encourage people to rise user-research. above the traditional idea of getting old as synonymous with inactivity and frailty, and • Leisure-link bus: Work with the transport services to create a subsidised transport to not let the mental barrier take over what link to and from the new leisure centre. they can still do. This may involve helping people to realise they may not be able to • Travel-buddy system: A local social- do everything they used to do but they can networking system that invites members still do many other useful and enjoyable of the community to share lifts to certain activities. Presenting options to focus on clubs and activities. This could harness the the positives rather than the negatives. potential of social networking as a method to share information and bring people Community: together. Working with the council, older • Community Olympics events: residents people could be trained and supported to and service providers will co-create new create and run this service. ‘Olympic’ activities which showcase their talents, from the sublime to the ridiculous! • Encourage walking: Creating an illustrated activity book designed for Communities/streets could come together families to walk together, enjoy the and create their activity and set up ways process, and learn about the local to compete with other communities in area. This book would be illustrated to the area. Various media channels could encourage families to spot new things be used to spread the word and recruit together on their journey, playfully participants. For one day every year changing perceptions of their area. The streets are closed and the Olympics takes aim of this would be to encourage families over the town! and children to enjoy the journey without solely concentrating on the destination.

Raising awareness: • Me time vs. us time: Within this campaign reflect the importance of activity as a time to relax and escape and find some peace. Many mothers spoke of a desire for ‘me time’, but associated this with sedentary activities such as watching TV or having a bath – redefining perceptions of this desired time as an opportunity to enjoy exercise would hopefully encourage participation from not just mothers, but other busy people we spoke to such as those in full-time employment.

18 Customer led transformation programme – Shropshire Active Friends: • Clear communication about leisure • Identification and training of Active centre: keep people informed about what Friends: to identify appropriate candidates is going on in order to avoid confusion and to become Active Friends, then design inaccurate rumours spreading. Re-think carefully tailored training sessions to train the different ways information could be them in mentoring and listening skills. The conveyed to ensure a consistent message Active Friend would be someone who is presented: talking to people, ads, would really get to know the individual posters, stickers, banners etc. and also their surrounding situation to • Co-design brand: A brand and identity find facilities they are interested in and could be created for the leisure centre that possibly even attend an activity session has been co-designed with members of the with the mentee. The service would be community. People were very keen to be co-designed and developed with selected engaged with and get involved. residents and service providers. Working with third sector and health partners to identify • Introduction and integration: In-line with and recruit those people who would benefit all communications about activity in the most from being mentees; this could initially area run free introductory sessions to bring be run as a pilot. Mentees, after helping new audiences into the leisure centre. The change their attitudes towards being active, space could also be used to host other could then potentially become Active Friends community events, maybe with schools, themselves, and follow on the cycle of peer community groups, the council, music to peer mentors, with the knowledge and festivals and events. Use the facilities understanding of how hard it can be to be un- to bring new people in to show them the engaged and get people involved in things. value and enjoyment of being active.

Experience-based designed new facilities: Space for young people: • Individual changing rooms: to give • Co-design spaces: involve teenagers in people more privacy when getting the process of creating the activities they changed. would like to be involved in to guarantee they are in line with their needs and • Partially obscured windows: to give interests. Could include new skate park, people more privacy when swimming and youth club or graffiti wall etc, the idea avoid the feeling of being too overlooked. would be that if they after involved in • Use of materials: to avoid dull institutional the process they are more like to take feel. ownership of them, have pride in them and as a result look after them better. • Changeable elements: using lighting, music and props to quickly change the • Young person management committee: atmosphere in the pool and avoid it challenge conventional hierarchical setups always being the same, Create a feeling and create a ‘young mayor’ role that would of surprise when people visit the pool to ensure the teenager’s voice is heard. challenge their perception of it just being a boring rectangle.

Customer led transformation programme – Shropshire 19 • Community caretaker: someone For example, heart disease is the biggest responsible for keeping an eye on the cause of premature death in England and condition of public space and facilities to there is overwhelming evidence of the health ensure that things are repaired / replaced benefits of being active. Within Shropshire when required to reassure the locals that heart disease accounts for over £3m per someone is looking after their area. annum, ie over 60 per cent, of the estimated costs of physical inactivity. However, nearly Outcomes and benefits 80 per cent of all adults in Shropshire did not participate regularly enough in physical activity to gain these benefits. Poor health is a major cost to the nation as a whole. The Government’s Physical Activity It must be recognised that this project did not Strategy – ‘Be Active, Be Healthy’ includes exist in a vacuum and that there were a number a breakdown of the estimated healthcare of other initiatives underway which had an related costs of physical inactivity to illustrate influence on levels of physical activity within the the potential gains to be made by investing in area. However, post the Physical Activity review the promotion of healthy, active lifestyles. in which leaflets and flyers were produced, and open days hosted to encourage take-up, the For Shropshire County PCT this cost number of participants at swimming classes and equates to £4.9 million annually. The strategy rugby noticeably increased. also estimates the annual cost to the NHS of obesity in Shropshire as growing from Facilities £37.5m in 2007 to £46.7m in 2015. There is As stated earlier, one reason why Oswestry a massive potential to reduce these costs was selected as the focus for this project through improvements in activity levels, was because of existing plans to open a which will be monitored through the ongoing new £8m leisure centre, in September 2011, Active People Surveys. which provides the town with new sports and leisure facilities, a 25-metre swimming pool This project was initiated with the intent of and a fitness suite. Although the design of this contributing to the broader health agenda centre pre-dated this research it is envisaged and, consequently, the major beneficiaries that the learning from this project will influence will be those citizens of Shropshire who the future operation of the facility. increase their participation in healthy activities. “Since the launch, swimming lesson provision has been revolutionised with all six leisure sites across Shropshire now providing a standardised Internationally recognised learn to swim programme for students 3 months upwards “ Zoe Cooper, Swimming Co-Ordinator, Swimming Teachers’ Association

20 Customer led transformation programme – Shropshire Partnerships Alongside this Shropshire Council needed to The council recognised the important role consider the economy and effectiveness of that national governing bodies have in their operations and the potential options for developing and supporting the aspirations of the development of a county wide Learn to local sport clubs and were keen to engage Swim Programme was being considered. with them early on in the process. They were also keen to involve local sport clubs, As part of this project, the council had recognising the very important role that they positive discussions with swimming partners have in the community. and providers and established a shared or common approach in the following areas: During the review, the team contacted the local representatives of the National • the place of recreational swimming in the Governing Bodies of the sports under swimming pathway; consideration to inform them about the review and to encourage them to actively • differentiated provision and programming take part. Activity specific meetings were held (to meet the needs of target markets) attended by clubs, private sector providers, • developing the aquatic workforce. community groups, Shropshire Council staff and National Governing Bodies. In January 2011, the Swimming Teachers’ Association (STA) launched the Shropshire Swimming Swim Academy. In Oswestry there were a number of providers each doing things slightly Since the launch of the Academy Shropshire differently and therefore a potential existed Council have seen a 45 per cent increase to explore a more integrated and customer in members, with 3013 enrolled on lessons! focussed approach to the provision of The two best performing centres this swimming lessons which is driven by the year have been the Quarry, increasing local need and demand. membership by 525 per cent followed by Much Wenlock by 270 per cent.

Customer led transformation programme – Shropshire 21 Oswestry has seen an increase of new Active Market Town members and all the pre-school classes they In response to the research undertaken offer are virtually full. With the opening of by this project, Shropshire Council and its the new centre it is anticipated the Oswestry partners have agreed to continue with the Academy will have over 500 swimmers Active Oswestry agenda developed from this enrolled at the centre by March 2012. research.

This increase in Academy members has The brand image has been retained and resulted in the council recruiting over 40 a steering group has been set up and has new swimming teachers (8 at Oswestry) in started to implement an agreed action plan. order to deliver the expanding and evolving programme, which includes new activities; snorkelling, synchronised swimming, personal survival, surf lifesaving, first aid and private 1:21/2/3 lessons. A huge success considering that we are currently in a recession.

In addition, teachers across the county have undergone internationally recognised training to be able to provide lessons for babies, preschool children, people with disabilities, snorkelling and will be trained to be able to deliver synchronised swimming in the new year.

Rugby The Rugby Football Union participation Using the Oswestry pilot as an exemplar, the project, delivered by Oswestry Rugby Club, council and its partners are now seeking to engaged with about a dozen 14 to 25 yr olds implement an ‘Active Market Town’ approach in the Autumn of last year. to leisure services across the county. Sport Drayton has already been launched in Oswestry RFC has gained new junior Market Drayton and a third initiative is just members this season. The club has done lots being launched in Whitchurch. of work with schools in the area, including funding coaches in 10 Primary Schools to Organisational benefits deliver a 6 week course in School hours. For the organisations involved, the Customer They have also set up a Tag Rugby League Insight provided by this project has enabled consisting of 5 Primary Schools who play them to focus the investment of their limited on a home and away basis, again this has resources with the aim of achieving improved raised participation levels. participation levels.

22 Customer led transformation programme – Shropshire Importantly, the project has helped the Governance council to recognise that it needs to focus more on its customers and to put users at The project was managed by Shropshire the heart of service design. It has established Council as set out over the page. a Customer Insight team to support this change of focus combining intelligence A virtual steering group known as about users and research capacity. The the Physical Activity Board provided ethnographic research and engagement critical friend input at key stages of the practices introduced by Thinkpublic are review and challenged the findings and now in common use across the council. For recommendations arising from the review. example, the techniques are currently being The board included executive officer used in the Place Based Intervention Project representation from: in North Shrewsbury. • Shropshire Council In addition the Council has established the Business Design Team; which is a new, • County Sports Partnership small team established to place Shropshire • Natural England Council at the forefront of innovation by putting design at the heart of the Council’s • Voluntary Sector Transformation Programme. This team works • Shropshire PCT. with senior managers and teams from across the council to shape innovative thinking. In addition a working group was set up to This team is using ethnographic research focus on delivering the reviews tasks and techniques to understand how people live included senior officer representation from: their lives and to shape new services around • Shropshire Council them. • County Sports Partnership For example, Shropshire Council has • Shropshire PCT been awarded £100,000 to develop innovative ideas to increase older people’s • Private Sector. independence, confidence and links to Voluntary and community groups contribute others who can offer support. The council at key stages of the work undertaken. is to receive the funding from the Keeping Connected Business Challenge, which was Various national governing bodies eg launched to stimulate the development England and Wales Cricket Board and the of new business ideas that can help Amateur Swimming Association and their older adults maintain and develop social respective Shropshire Associations, were connections. also involved.

The update reports from this project were presented to Cabinet.

Customer led transformation programme – Shropshire 23 The Council’s approach included a member challenge panel which was held prior to Interim and Final reports being considered by Cabinet. This was politically balanced and consisted of 7 members, including:

• Portfolio Holder for Performance • Portfolio Holder for Culture and Leisure • Portfolio for Children and Young People • Chairman of Children and Young People’s Service Scrutiny Committee • Chairman of Community Services Committee.

Scope and terms of reference – increasing physical activity in Shropshire Project structure – review of physical activity in Shropshire

Shropshire Physical Voluntary Sector Cabinet Activity Alliance Key stakeholders Assembly • Consultation • Challenge National PCT Board Governing Bodies Member Challenge Panel Sport England/ Natural England West Midlands RIEP Health and • Outcome focus Wellbeing Board • Critical friend input LSP Partnership • Challenge Physical Activity Board recommendations

• Delivery to inform outcome • Outcome/output Physical Activity Working Group • Task and finish

24 Customer led transformation programme – Shropshire Resourcing A number of learning events were held, including Shropshire Council received a grant of • The co-design workshop that was held in £60,000 and the budget was arranged as June 2010 where the research work was follows: showcased. Consultation and £35,000 • Several Customer Insight events held in Engagement Birmingham, giving presentations on the Household level customer £15,000 work and sharing learning on the project segmentation licence with colleagues from other authorities & Learning events £10,000 organisations.

The research and engagement phase came • A session was held for the Cabinet, in on budget at £35,000. to improve their understanding of the approach taken – this included viewing The segmentation licence for the Household the two ethnographic films. This has and Postcode level dataset was purchased also helped get buy in and support from at a cost of £12,257 and the successful Cabinet Members for this type of work. implementation and use meant that the council secured budget to renew this. In addition, the partners contributed officer time at no charge to the project.

Customer led transformation programme – Shropshire 25 Challenges and lessons learnt

Learning was a key element of this review. Very good progress was made against the aspiration to leave a legacy by creating a partnership culture and methodology and encourage commitment from partners to continue this work across other areas of physical activity. This was achieved through active engagement and positive dialogue with a range of key partners, stakeholders and community groups. Specifically the Shropshire Physical Active Alliance is championing the approach to demand led provision.

Whilst good progress has been made there are a number of learning points which are relevant to future similar pieces of work:

• undertaking the baseline assessment work prior to having the scope and terms of reference for the review agreed would help the review to gain momentum and to focus on key tasks • undertaking customer engagement work early in the review is essential to ensure activity is focussed on the right things • do not underestimate partner and stakeholders desire to change the way things are currently done • the approach does not come with a manual – however, more work is needed on developing a conceptual understanding of what is being attempted • there is a need to be creative but also to balance this with an analytical and evidenced based approach.

26 Customer led transformation programme – Shropshire Next steps • increasing the capacity of community organisations and helping them to ‘help As a direct result of this project Shropshire themselves by supporting them to deliver Council is considering a proposal to amend a broader range of activities its approach to the provision of leisure • prioritising investment to encourage services. mass participation in sport and leisure, These draft proposals are based on an particularly from areas and sectors where “Active Market Town” approach. Following traditionally participation has been low - on from the experience in Oswestry, a the approach works on the premise that similar approach is being used in Market what is important is the suitability and Dreyton and third initiative is just beginning in availability of local provision, in its many Whitchurch. forms, and not who provides it • enabling the transfer of facility operations, The Council’s future approach to leisure notably those on joint use school sites, provision will have at its heart the “localism to new and appropriate governance agenda” - placing local communities at arrangements - important in this respect the centre of decision making; giving them will be a review of school sports structures greater say over their local services; saving and support and the development of the services that they value most; creating schools as centres of activity for young a new generation of community organisers people and the community. and volunteers; developing leisure centres as “community hubs” and “gateway” access Increasingly the Council will work within a points; and exploring partnerships that commissioning approach, an approach which deliver Shropshire outcomes with other supports the development of new local social service providers including youth, social care enterprises and governance arrangements. and arts development services. Direct service delivery is likely to be replaced by a professional facilitating and quality This approach recognises two important assurance role in which a range of providers considerations: are supported to provide ‘Shropshire outcomes’. • it will take time to develop and nurture - time will be needed to develop collaborative community working, to train the local workforce and to widen the market of leisure providers • each community / market town is different and whilst there are some common issues, a one size fits all approach will not work.

• The key elements of this approach include: • the identification of local issues, needs and priorities

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