Active Black Country, in partnership with Run Communications, is launching the Move Together campaign, a bold initiative to encourage more people across the Black Country to embrace physical activity.

Active Lives data from Sport England consistently identifies the Black Country as the most inactive Active Partnership area within England. Data released in December 2024 shows that 34.8% of adults were classed as inactive (well above the national average of 25.7%).

Active Black Country creates and maximises opportunities for local people to find it easier to be physically active, move more and play sport. Its partnership working aims to create healthier, more connected communities and to celebrate those who are making positive changes through movement. 

With the creative expertise of Run Communications, the campaign will deliver a compelling mix of digital content, local storytelling, and ambassador-led PR to maximise engagement.

The campaign is built on the belief that every move counts, whether it’s a simple stretch, a walk to the shops, or a commitment to a new sport. Through engaging, real-life stories, Move Together will showcase how people of all backgrounds and abilities can benefit from a more active lifestyle.

Steve Chisholm, Founder of Run Communications said:

“We’re delighted to be working alongside Active Black Country to inspire more people to live happier and healthier lives across their local communities.

At Run, we are passionate about the holistic benefits of sport and physical activity, so to be partnering up with an organisation who share those same beliefs is incredibly important for us.

Active Partnerships play a huge role in supporting our communities, and we can’t wait to see what we can achieve alongside Active Black Country this year.”

Lesley Hill, Active Black Country’s Director of Partnerships, added: 

"Our partnership with Run Communications and collaboration with the local authorities of Dudley, Sandwell, Walsall and Wolverhampton has resulted in the Move Together campaign, which is aligned with shared objectives to tackle the inequalities and barriers preventing people from being active.

“It's a fantastic opportunity to raise awareness of spaces and places across the Black Country where people can move more and be physically active. 

"We believe the campaign can help inspire people into action and drive forward transformative change across our communities, boosting activity levels and enabling people to lead a happier and healthier lifestyle.”

With Move Together, Active Black Country and Run Communications are setting the foundation for further work to ensure that physical activity is accessible, engaging and transformative for people across the Black Country.