How can we help everyone be active in our local county of Cambridgeshire & Peterborough?
We want to inspire everyone to lead healthy lives and help everyone be as active as they can be.
But how do we do this?
Put simply, we need to understand the people who live in our area, what motivates them and what types of activity they are interested in doing and when. Only then can we ensure that the right opportunities are available for them. Just remember – one size does NOT fit all in this case!
Start by understanding your local geography and who lives there. Do you know what characteristics make up your local area?
Our partnership area is made up of the unitary city of Peterborough and the County of Cambridgeshire with Cambridge City, East Cambridgeshire, Fenland, Huntingdonshire and South Cambridgeshire districts.
Cambridgeshire as a whole is an affluent county but within our area there is considerable variation which leads to health inequalities. Fenland and Peterborough have the highest levels of deprivation of the six local authorities ranking 55th and 58th most deprived out of 326 across the Country. Overall, 56 LSOAs (out of the 487 across our districts) fall within the 20% most deprived nationally and of these 40 LSOAs are located in Peterborough, 12 within Fenland, 2 in Cambridge City and 2 in Huntingdonshire. Of these, a number of LSOAs also fall within the 10% most deprived nationally in both Peterborough (18) and Fenland (4). Furthermore, Fenland is our only district that has no areas within the 20% least deprived nationally (IMD 2015).
There are 841,000 people living across Cambridgeshire and Peterborough. By local authority, Peterborough has the highest percentage of the population (23%) and East Cambridgeshire the lowest (10%). However, Cambridge is by far the most densely populated district with more than 3000 people per square km, five times more populous than Peterborough as the second most densely populated area (ONS mid-2015 estimate).
We have an ageing population across Cambridgeshire and Peterborough, but highest predicted rates of whole population growth over the next 20 years or so are in South Cambridgeshire (19.2%) and East Cambridgeshire (18.4%) (ONS 2014-based Subnational Population Projections). This is partly due to planned developments across our patch, such as Northstowe new town and the extension of Ely (to name but a few), as we are otherwise a largely rural area.
81% of our population across Cambridgeshire and Peterborough is White British, ranging from 66% in Cambridge to 90% in Fenland. Our most diverse populations are found in the cities of Cambridge and Peterborough; however there are large traveller and migrant worker populations across rural Cambridgeshire.
This highlights the extent of inequalities we have across our patch and why targeting physical activity opportunities appropriately is necessary.
If you would like more detailed information on your local area, then a good website to visit is Cambridgeshire Insight. It is a shared research knowledge base and gives you an easy way to access and share data, information and research for deeper insights about your local area.
Sport England have also developed a Market Segmentation Tool to help us understand the life stages and attitudes of different population groups – and the sporting interventions most likely to engage them.
Are you looking for help with your project?
The links on the right will take you to a number of pages that will provide you with useful information that will help you kick start your project planning. You will find:
- How To Guides
- 8 Steps to Easy Monitoring & Evaluation
- Useful Resources
Can we help?
If you are looking to undertake an insight project, potentially for a funding application, Living Sport can provide a bespoke support package to do this with or for you at a competitive rate. If you have any questions, or would like further support, please contact Roz Fitches on 01487 849912 or firstname.lastname@example.org.