Active Black Country Privacy Notice


How we hold and process your information

Wavehill have been appointed by Active Black Country to undertake an evaluation of their pilot approach to reducing physical inactivity. The key task of the evaluation is to measure the value and effectiveness of the model.  


We would like to survey a sample of Black Country residents to capture their views and experiences in relation to physical activity habits and participation.


The data you provide will only be used for the purposes of this evaluation. Any personal information collected as part of the evaluation is kept confidential. Your answers to the interview will not be made public in a way that could lead to you being identified. Wavehill will produce a report based on the information but this will not identify any individuals.


It is also important to note that the team undertaking the evaluation do not work for Active Black Country or any of the organisations that are involved in the delivery or funding of this project. This is an independent evaluation.


Wavehill will delete the information you provide and all personal data relating to this research within six months of the end of the evaluation.


If you have any queries regarding the evaluation, please feel free to contact either Simon Tanner, who is leading the evaluation ( or Michael Salmon, Head of Insight, Health and Wellbeing (


Under the new data protection legislation, you have the right:

  • To access your personal data held by Active Black Country

  • To require Active Black Country to correct any mistakes in that data.

  • To (in certain circumstances) object to or restrict processing.

  • For (in certain circumstances) your data to be ‘erased’.


Please contact the Michael Salmon if you wish to do any of these things in relation to this project. If you have any concerns about how your data has been handled, you can lodge a complaint with the Information Commissioner’s Office who is Welsh Government’s independent regulator for data protection.  You can contact the Information Commissioner’s Office on 01625 545 745 or 0303 123 1113, via the website , or write to: Information Commissioner, Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF.







Further information

  1. Why is this research happening?

Wavehill are evaluating the Active Black Country physical activity pilot and social prescribing campaign (Black Country Moving). The pilot will look at how all parts of a community can work together to help people become more active, happier and healthier. The evaluation seeks to understand how successful the approach has been.


2. What type of information is collected through the survey?

The survey focuses on physical activity habits, wellbeing and perceptions of physical activity.


3. What is personal data?

Personal data means any information that could lead to a person being identified either alone or in combination with other widely-available information, e.g. their name, their address, or details specific to that person.


4. How long will personal data be kept for?

Wavehill will hold personal data during the contract period but will delete it six months after the end of the contract.


5. What is the legal basis for collecting and processing the data collected through the survey?

The evaluation enables Active Black Country to understand whether the approach is working effectively and to inform future delivery. It is therefore used to support Active Black Country’s knowledge base.

The evaluation is being carried out by Wavehill on behalf of the Active Black Country. Your individual participation in the research is voluntary.


6. What is the purpose of processing your answers to the survey?

The data is used for research and evaluation purposes only. The data will be analysed to enable Active Black Country to understand the impact and effectiveness of the pilot and Black Country Moving campaign. This will help the Active Black Country understand the value of the model, the effectiveness of the approach and inform future delivery.

The data will not be used for commercial or marketing purposes and it will not be used to take make decisions about you as an individual.


7. Who has access to the personal data collected through the survey?

Wavehill will have a copy of the personal data to allow it to carry out the survey and will capture name, job role and organisation name during this interview.

Wavehill will make a written record of the discussion during the interview. These notes will be analysed by researchers at Wavehill to produce a report for Active Black Country. This report will not identify any individuals participating in the research and the notes will not be shared with Active Black Country or anyone else outside of Wavehill. Wavehill will delete all personal data within six months of the end of the project. Active Black Country will not have access to personal data collected through the interviews.