GM Moving’s goal is for 75% of the population of Greater Manchester to be active by 2025. In order to do this it is developing a behaviour change campaign to encourage inactive residents to increase their activity levels.
While aiming to target the inactive population overall, the campaign is particularly aimed at three specific groups who are less likely to be active: workless individuals, people with a long term health condition and young people.
A research partner, Britain Thinks, was commissioned to deliver an extensive programme of research with residents of Greater Manchester in order to inform the design of the behaviour change campaign. This report is a summary of the findings of the research and our recommended guidelines for a campaign aimed at increasing activity levels among residents in the Greater Manchester area.