The National Programme Heerlen-North is a long-term government programme aimed at improving quality of life, health and equal opportunities in one of the Netherlands’ most vulnerable urban areas. The programme focuses on reducing socio-economic inequalities by addressing challenges in areas such as health, education, work, housing and safety.
On behalf of the National Programme Heerlen-Noord and Beweegalliantie, More2Win developed the Netherlands’ first Social Exercise Plan. This was done in in close collaboration with local schools, sports clubs, healthcare organisations and Roda JC.
Everyone understands the importance of being physically active and how movement contributes to a higher quality of life and to a healthy, sustainable and socially connected society. Yet, people are moving less and less, especially in neighbourhoods facing major socio-economic challenges. There are many reasons and practical barriers that limit physical activity. When people are dealing with setbacks in multiple areas of life, movement is often not a priority. That is exactly why change is needed.
The challenge in Heerlen-Noord is clear. Their residents are far less physically active than the national average, many families face health problems, poverty, and unequal opportunities. When people have to overcome multiple challenges every day, there is often little time or energy left for sport or exercise. Yet this is exactly where the solution lies: movement as a catalyst for physical, mental and social progress.
Our approach
Increasing physical activity in a vulnerable neighbourhood requires cooperation, a shared vision and long-term commitment. Together with our partners, we developed an integrated physical activity plan in which sport and movement are not seen as separate domains, but as a connecting theme across different areas of life.
The plan was developed through a structured five-step approach:
Research and support
We analysed key data, the local context and opportunities, supported by conversations with dozens of stakeholders.Theory of change and impact ambition
We defined a shared vision and a realistic path towards short- and long-term goals that connect partners across sectors.Communication and activation
We developed the clear and engaging message “Movement takes us further” and a broad communication strategy to inspire residents and mobilise partners.Launch and embedding
The plan was officially launched during the Academy for Social Urban Development, where it was formally received by State Secretary Judith Tielen (Jeugd, Preventie en Sport).Implementation and monitoring
A project team, familiar with the region, coordinates implementation, evaluates progress and safeguards long-term, cross-sector collaboration.
The plan includes dozens of practical initiatives, such as the Toddler Four-Day Walk, RodaRun, Exercise by Prescription, the Futsal League and the establishment of a Centre for sport and family. In addition, Heerlen-Noord has been designated as a pilot area for a national Sports Card, enabling young people to participate in sport free of charge.
Impact
This Social Exercise Plan is a national first. For the first time, physical activity is structurally integrated into policy areas such as education, healthcare, housing, employment and safety. As a result, exercise is no longer seen as a ‘nice to have’, but as a fundamental condition for a healthier society.
On a community level, the plan contributes to improved physical and mental health, stronger social connections and a greater sense of belonging, especially for children and young people. By lowering barriers to participation and embedding physical activity into daily routines, the plan supports equal life chances and long-term wellbeing.
The ambition is clear: We aim to build and strengthen an active living environment in which collective physical activity is a natural part of daily life, with a clear focus on children and young people (ages 0–18).
The Social Exercise Plan marks the start of a long-term movement focused on lasting change. It provides a framework for continuous learning, monitoring and improvement, ensuring that impact grows over time.
As Ron Meyer, Programme Director of Heerlen-Noord, stated: “This plan is not the start of a sprint, but of a marathon. We stay committed to better health and better life chances for future generations.”
Let’s get in touch!
Would you like to explore how we help municipalities and social partners make sport and physical activity part of everyday life? Contact us via ragna@more2win.com or our contact form and join us working towards a healthier future.