MOVE Congress 2017: Jane Ashworth (StreetGames) and Keith Parsons (Hat-Trick) Removing Barriers - Young People in Low Income Areas
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This document discusses strategies to overcome barriers to participation in sports and other activities for young people in low-income areas. It outlines some key barriers such as lower life expectancy, food insecurity, and lack of participation in sports. It then discusses the StreetGames program which brings accessible sports programming called "Doorstep Sport" directly to communities. Doorstep Sport focuses on getting "under-actives" involved by following principles of being at the right time, place, price, style, and involving the right local people. The program has been successful in getting more youth involved in sports and being more active who otherwise would not participate.
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MOVE Congress 2017: Jane Ashworth (StreetGames) and Keith Parsons (Hat-Trick) Removing Barriers - Young People in Low Income Areas
- 1. #ReMOVEingBarriers YOUNG PEOPLE IN LOW INCOME AREAS
- 2. Strategies to overcome barriers to participation YOUNG PEOPLE IN LOW INCOME AREAS
- 4. Health inequality • Life expectancy in England for males is 79.1 years But for poor men it is about 70 years • Life expectancy for females is 83.0 years. But for poor women it is about 77 years 4
- 5. Food insecurity Source: UNICEF Innocenti • 3.9 million children in poverty • In the UK – 28% 5
- 6. Where sport is played • 54% have not done any sport in the past year • 22% are Sports Club members • 29% play in a sports hall/swimming pool 6 • 1 in 7 is a member of a gym. 9 million people
- 8. Participation Rates 8 54% did no sport in the past year
- 9. StreetGames: Doorstep Sport • Changing Lives • Changing Sport • Changing Communities 9
- 10. £20m investment: Sport England 1000 Doorstep Sport Clubs delivered: • In Budget • On Time • Over Target 10
- 11. Activate under-actives 100k DSC participants 16% belong to a club 14% use a leisure centre 70% are not otherwise active 11
- 12. Insight: knowing the customer Understanding disadvantaged young lives and the offers that appeal • Designed for friends to play together • Very local • Hosted by a valued organisation • Never threatening dignity • Generate copy for social media Codified as ‘the 5 Rights of Doorstep Sport’ o Right time o Right place o Right price o Right style o Right people 12
- 13. Right Price 13
- 14. Right People • ‘People like me’ • Local role models • Volunteers • More than sports workers 14
- 15. Right Time WHEN TEENAGERS ARE UP! ADOLESCENCE - when friends are everything and confidence can be low 15
- 16. Right Place 16
- 18. Right style • Never skills and drills • Never split up friendship groups • Come and go • Wide curriculum – generate ‘confidence and competence’
- 19. A Vibrant & Varied Offer • Exposed to 41 sports • Experienced spectating at live events • Feel more connected to sport • Grow ‘activity know-how’ 19
- 21. Activate under-actives 100k DSC participants 16% belong to a club 14% Use a leisure centre 40% do nothing but DS 21
- 23. Replicating • Sharing top tips • Community Safety • Social Prescribing • Housing Association • Apprenticeship Trailblazers 23
- 24. #ReMOVEingBarriers YOUNG PEOPLE IN LOW INCOME AREAS