In 2024, Changing Suits partnered with Wiltshire and Swindon Sport (WASP) and Sport England to deliver a programme aimed at addressing health inequalities within South Asian communities in Swindon.
This case study explores how a culturally informed, community-led approach can transform the way people engage with their health. By combining physical activity with accessible health education, Changing Suits created environments where people felt comfortable, understood, and more open to conversations that are often difficult to have.
At its core, the project was about more than just fitness—it was about trust, connection, and long-term change.
The Challenge
South Asian communities face significant and well-documented health inequalities, alongside barriers to accessing traditional healthcare services. These include:
- Lower engagement with health services
- Cultural stigma around discussing health conditions
- Language barriers and lack of culturally relevant support
- Higher prevalence of conditions such as diabetes, hypertension, and depression
In Swindon specifically, only around half of South Asians with long-term health conditions feel supported in managing them, highlighting a clear gap in provision.
Traditional approaches were not effectively reaching these communities. A new, culturally informed model was needed—one that met people where they felt safe and understood.
Our Solution
Changing Suits approached this challenge by meeting people where they already felt comfortable—within their own communities. Instead of expecting individuals to engage with formal health settings, the programme brought health conversations into familiar, welcoming environments through sport and physical activity.
Sessions were designed to feel accessible and inclusive, whether that meant a badminton class, a wellbeing session, or a cultural dance activity. What made these sessions different was the way health information was woven into them. Short talks from health professionals were delivered in culturally appropriate ways, often in different languages, ensuring that participants could fully understand and relate to the information being shared.
This approach allowed Changing Suits to gently open up conversations around topics that might otherwise be considered taboo. By creating a relaxed and social atmosphere, participants were more willing to listen, ask questions, and reflect on their own health.
Alongside in-person sessions, the project extended its reach through digital content, including podcasts and online discussions. This helped build a wider sense of connection and ensured that people could engage in ways that suited their individual circumstances.
Results
The impact of the programme was significant, both in scale and depth:
- 6,797 in-person engagements across 338 sessions
- 15,000+ additional engagements through podcasts and online content
- 87.5% of participants reported becoming more physically active (see chart on page 14)
- 89.2% said they made new friends, reducing social isolation (page 15)
Beyond the numbers, the programme delivered meaningful outcomes:
- Increased confidence in engaging with health services
- Reduced social isolation and improved wellbeing
- Stronger intergenerational connections within families
- Greater cultural awareness among health providers
- New partnerships and long-term community initiatives
Importantly, health organisations also changed their practices—such as introducing multilingual resources—after seeing the impact of culturally tailored engagement.
Read the Full Case Study Here
Work With Us
If you’re looking to engage underserved communities, design culturally relevant programmes, or improve access to health and wellbeing services, Changing Suits can help.
Get in touch to learn how we can support your organisation in delivering meaningful, community-led impact.