“Everybody Active Everyday” was published on the 23rd of October 2014 has been built upon from previous frameworks and initiatives to get everybody active (GOV UK, 2014)   The busy year saw four policies being published in response to the World Health Organisation’s (WHO) recommendations (2010.)

The Uk was able to model successful policies implemented in Finland, New Zealand, and Brazil, who moved away from promoting sport in favour of activity and well-being (Heath et al., 2012). Finland being the only country to make it law for people to have active healthy places to work, infrastructure into cycle lanes and activity promoted as medicine via healthcare workers, and increased opportunities to be active was very successful (Vuori et al., 2004).

The WHO stated that regular physical activity can prevent noncommunicable diseases and improve mental health in their global action plan on PA and health (Alwan et al., 2010: Matta et al., 2021).  The UK Government recognised that sedentary behaviour within children significantly increases the risks of developing non-communicable diseases in adult life (Hall et al., 2021: Poulton et al., 2002), older adults are at risk of slips and falls and poor QOL when Aerobic, strength and conditioning fitness is not maintained (Arnold et al., 2008: Taylor, 2014: Aburto et al., 2021: Islam et al., 2021) and much work is needed to support and create opportunities for underrepresented and minority groups known to be at greater risk of poor health for  a variety of biopsychosocial and discrimination factors (Karlsen & Nazroo, 2002: Martin et al., 2000: Wagner & Brath, 2012: Ding, et al., 2016).  

This resulted in the development of global and national physical activity guidelines. The key message was that at least 150 min of moderate intensity or 75min of vigorous exercise and two sessions of resistance training per week is required as a minimum amount to maintain good health (Sparling, 2015).

Key players were PHE’s entrepreneurs Jane Elison MP, Duncan Selbie, Lord Coe, and Jennie Price from Sport England launched round two of the Get Healthy Get Active 5 million project as part of the 'Everybody Active, Every Day' campaign Piggin, 2015).

PHE released many documents such as “Choosing Activity: a physical activity action plan” (DOH, 2005), policy makers recognised that transportation and environmental infrastructure were needed to encourage use of our public spaces and rural areas by making them more accessible and appealing (NICE, 2006). The ‘Be active, Be Healthy’ project joined forces with the Forest commission to encourage the public to utilise green spaces for PA. The marketing research highlighted the natural environment as a place to go to reduce stress, rejuvenate and revive (Lawrence et al., 2009). In 2003, the “Active England Programme” with funding from Lottery and Sport England totalling £94.8 million (Sport England, 2009). 67,000 participated in projects, with 25,000 of them classified as inactive. (Morris & O’Brien, 2011). The targeted groups for woodland projects were ethnic minorities, Women and girls, people with disabilities, over 45’s and under 16’s and people on low incomes, all of which increased in visits significantly (O'Brien, 2005).  An array of benefits were cited such as mental health, socialising and health, barriers to PA were many, notably, women expressed the guided walks and activities helped to overcome fears of safety and getting lost in nature (Morris & O’Brien, 2011: Marmot, 2013).

Multiple Streams

Multiple streams theory (Kingdon, 1984) states there must be three streams. The first stream is the problem that inactivity leads to health conditions, costing the UK economy 7.5 billion annually (OHID, 2019) it is linked to anti-social behaviours and adds to environmental issues, social isolation and mental health issues (Mukherjee & Howlett, 2015).

Historically (before 2002) policy problem brokers and actors framed the issue as populations not meeting the guidelines. The hidden participants within the policy stream process collated the flurry of epidemiological studies linking inactivity to economical loss, to rally up lobbyists and advocates working in several areas which are classed within the stream, but may not be there working simultaneously, who are needed to creativity solve multifaceted, ambiguous issues from multiple angles (Giles-Corti et al., 2015; Herweg et al., 2018; De Wals et l., 2019).

The second stream looks at what has been done before, evaluations on what did and didn’t work, this is known as the softening process (Cairney & Jones, 2016). The goal to increase activity, cost around £480 million, between 2012 - 2014, the “movement is medicine” drive saw ‘moving professionals” being born (PHE. 2017) The upstream programme trained G. P’s and healthcare professionals (HPC’s) to integrate PA advice during clinical practice (Brannan et al., 2019). Evaluation figures stated 79% of HCPs said they would recommend the PACAP to other primary HCPs (Copeland, et al., 2020). NICE and the DOH declared it excellent value for money (Weiler & Stamatakis, 2010; Hellénius & Sundberg, 2011). However, during the pilot scheme, the report highlighted many areas for improvements such as being used less frequently overtime (Copeland et al., 2020).

The Olympic Games in 2012 allowed lobbyists and advocates a window of time (critical for policy coupling amongst interest groups) where there was little competition for attention; to utilise the pride and tone of the country to push sport and physical activity into the public’s awareness and up the political agenda (Piggin and Hart, 2017) The APCPA lobbyist website was set up in response to the “Designed to move” report to rally support to end the PA inactivity epidemic in the Uk (Phillpots, 2013; Beacom, & Brittain, 2016). Key players gathered support for this were Sport England and Nike (Biddle et al., (2004).

However, it was found that those who were not invested in the Olympics were unaffected by the enthusiasm felt, and that those communities were the least likely to achieve the recommended exercise expenditure (Weed et al., 2012). The Olympic games bided for under the Labour Government, occurred at a chaotic time, when the coalition-  Lib Dems and the Tory’ Government were put together (Thornley, 2012). The proposed legacy was idealistic in its strategy to change PA by merely being inspired (Weed, 2012). The LTUK group set up were criticised by Government for not producing a specific, measurable action plan.  Finally, the DCMS’ came up with “Before, During and After - making the most of the London 2012 Games”. A move to increase sport participation in children within schools. As well as Inspire projects led by inspirational community members (Bloyce & Lovett, 2012).  It was clear the new Government were keen to mobilise partnership working across the Nations volunteers, stakeholders, businesses, and leaders to achieve goals to get everybody active (Kiernan & Porter, 2014).

Through evaluation of expected uptake of sport after the Olympics, It was clear that much more needed to be done around social inequalities and opportunities, language barriers, changing social norms and promoting safe exercise within the 15 million people living with LTC’s in England (Crisp, 2021). Although The Olympic games raised the frequency of those who were active, it didn’t significantly change PA levels long term, it did however highlight the disparities between socio demographic groups and PA levels (Minnaert, 2012).

The “Designed To Move” fronted by Nike, the International Committee of Sport Pedagogy (ICSSPE), NCSEM and others in 2012, put out its report with emphasis on increasing activity in under 10 year olds in schools, creating opportunities and making movement fun (Antala & Luptáková, 2018), a lobbyist document designed to apply pressure on Governments to implement PA policy (Piggin, 2015: Walker & Hills, 2017). For children, funds went towards the “change4life” sports clubs which were managed by the Youth Sport’s Trust to increase participation in activity and health lifestyles. An evaluation looking at data from 2013-2015 showed the Clubs had a significant, positive impact on the activity levels and wellbeing of 7,500 children who were attending more than 500 clubs (Foad et al., 2016). Critiques of the Change4life neolibertarian Government approach (against policy) suggests that the campaign delivers a strong message that healthy children are from white middleclass families, who have an authoritarian approach to parenting, ensuring they eat healthy foods, are given little choice and have a clear expectation of attending sports clubs daily, and that minority groups, and families in social deprivation should follow the model, implying that a lack of finances and insufficient upstream Government policies on food companies and infrastructure is not the problem, but a personal choice that needs education; thus causing shame and further social discrimination to families who require equity to access healthcare, activity clubs and diverse affordable foods (Leonard, 2008: Leonard et al., 2020: Mulderrig, 2017: Mulderrig, 2018: Evans et al., 2011).

Stake Holders

The third stream considers existing legislation, non-Government pressure groups and activists applying pressure and raising awareness of inequalities such as “Closing the race gap”, equality and diversity a high priority since the murder of George Floyd (Harper et al., Blackman, 2013).  Researchers found that racism is still prevalent within sporting communities and for underrepresented minority groups access to sport is still poor (Poulton, 2020). Targeted funding to these groups is required to help close the gap and to stay on track to get “Everybody Active, Every Day”. The Commission for Racial Equality (1995) has been promoting race equality with the public sector, stating that policy makers in the UK are slow to act and have struggled with the concept of equity since the early 1970s commitment to "sport for all." (Gov.UK March 2021). Research has highlighted that racism is not only the portrayed football fans displaying racism, but coaches, and club officials.  In 2003, it was still evident that most people in powerful positions in sport are white (Long Robinson & Spracklen, 2005). Achieving Racial Equality: A Standard for Sport (Commission for Racial Equality, 2000) was released in December 2000, establishing a framework of best racial equality practise for governing bodies and key sports organisations. This changed the policy direction (Equals, 2000).

More recently SE have issued a 10-year strategy “Uniting the Movement” targeting people living with LTC’s has been initiated to close the inequality gap for the 15 million people living with LTC’s (PHE 2021). The strategy to dispel myths that exercise is not safe, promoting the benefits far outweigh the risks as well as everyone has their own starting point to encourage small steps towards physical activity for all (SE report 2018).  Much work is to be done to educate community services to make services inclusive to all (Quirk & Haake 2021). The Richman Group were commissioned to do research into the barriers to activity, which were practical and logistical (Coulter et al., 2013).

The We Are Undefeatable campaign – The initiative - led by a collaboration of 15 leading health and social care charities and supported by PHE and SE- is intended to inspire and motivate people living with LTC’s to get active in a way that is appropriate for them (Morrison, 2020).

Designed from qualitative research into the lived experiences of people living with LTC's, who are doing little or no exercise, who informed academics of their perceived barriers to engage. Evidenced based Behaviour change (BC) science research guided the Government with Nudge tactics (Thaler & Sunstein, 2008); a neolibertarian approach, at a meso-level which lays responsibility on the individual for their health choices (Kohl et al., 2012) rather  than upstream expensive macro interventions such as safe green spaces and city design which promotes safe cycle routes to encourage PA (O. Ferdinand et al., 2012).  The 1990’s saw a surge of research into human behaviour through environment and PA, filling Socioecological frameworks and giving importance and awareness of factors within health. The relationship between environment, transport, occupation and leisure opportunities and PA has remained high on the agenda within PH (Khol., 2012). Research into BC has recently been led by Michie et al., (2014) who collected a framework of evidenced based BC theories and created a map for practitioners to use alongside the Transtheoretical model (TDF) which proposes the constructs to determine human behaviours based on the theory that every individual first needs the opportunity, ability, and motivation to access PA (another meso-level approach (Porcheret et al., 2014). The 15 years of research and evidence has shown the multitude of environmental and social interventions needed at many levels of society (Coalter, 2007).Nike who co-ordinated the business support of  The “Designed To Move”  campaign funded a paper to look at human behaviour “A human Capitalism Model” asking Policy makers to move away from framing PA as a purely physical need to eradicate non-communicable diseases, but to view it more broadly as different forms of ‘capital’ - physical, emotional, social, individual, intellectual, financial - resources that can be built on and drawn on throughout life” (Bailey et al., 2015), Academics criticised allowing companies like Nike and Coca-Cola who’s aim is to make profit above all else to write research papers for academic Journals, as well as using a model which depicts financial attainment as the most desired goal and pointing out people’s possible lack of capital, in an unfair society (Piggin, 2015).

Conclusion

Had there been clearly defined preferences and beliefs then the rational choice, or advocacy coalition (Sabatier and Jenkins-Smith, 1993) would be chosen. Rational choice is done at a bureaucratic level such as deciding funding, advocacy coalition works best at a group level with a group of actors with the same goals (Zahariadis, 1998).  Multiple streams allows many actors, levels of subsystems, and relies on windows of opportunities, community participation in communication demonstrated by the mass hash tagging of campaigns to drive awareness, and allows for crisis feedback on the large bank of economical, societal and health related problems correlated to inactivity Kingdon (Herweg et al., 2018).

 PA policy making is notoriously complex, rarely linear, and often ambiguous, a suitable fit for multiple streams theory (Cairney, 2016).  PA much like environmental climate issues, is intertwined into every aspect of our culture. If we do not live active lives the evidence is clear that we risk of poor health, putting pressure on all services and our living conditions (World Health Organization, 2019: Allender et al., 2007). however, it could be said that the problem has become so large, ambiguous, and made significantly worse by the UK government's Big Society vision which has sparked heated debate and controversy, particularly when paired with harsh austerity measures as well as the vast number of frameworks, campaigns and initiatives leaving the public feeling overwhelmed and confused (Norman, 2010: Piggin and hart, 2017: Stuckler et al., 2017). The level of deprivation, multimorbidity’s, of which one is usually a mental health issue and homelessness is increasing to levels which are causing the NHS and Social Care systems into chaos and severe debt (Mattheys, 2015: Humphries, 2022).  Recent reports from a survey of over 500 sported members showed that inflation rises has led many parents to consider stopping sporting clubs for their children (BBC, 2022), and Uk active have warned on BBC news that many leisure centres will close causing further harm to the public’s health (UKactive, 2022). The Journal of Public Health highlighted the inappropriateness of Mc Donald’s and Pepsi sponsorship of England’s Football Association, this was echoed by Colin and Mackenzie (2006) who also condemned the behaviour stating it as “highly inappropriate” and the “Vectors of Disease”. However Social norms has shown to be a big driver in human behaviour (Bauman et al., 2012), the level of awareness through leaflets, advertisement through social media, T.V as well has Health and Social care advocates for exercise has risen exponentially to levels which can no longer be ignored (Diez Roux & Mair, 2010: Bull et al., 2020: Carty et al., 2021). Sport participation has been stagnant or declining since 1990, while an additional 10% of the population has become physically active in ways other than sport since 1997. (Chau, et al., 2008: (Weed, 2017). A recent evaluation post COVID 27.5% of adults showed that adults did less than the recommended guidelines, one million more than the year before. There was a 50% drop in gym and leisure centre use from 2019 – 2022. Walking figures were the only increase from 3.6m more people walking than in 2019. This is a call to move away from putting onus on the individual to create community support for people experiencing social inequalities, disabilities and health conditions who have the lowest activity expenditure. supporting these groups may support targets to get everybody active everyday (Sport England, 2021).

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