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Presentation by Jennie Price, CEO of Sport England
Citation preview
Jennie PriceChief ExecutiveSport England
The importance of programmes targeting young women from disadvantaged areas
• Why this is a priority for Sport England
• How this fits into our wider work
• What we’ve learnt
• What next
Addressing inequalities in participation - gender
Boys (16) Girls (16) Men Women0%
10%
20%
30%
40%
50%
60%
70%
80%
69%
47%
41%
31%
Regular participation
Source: Active People Survey, results for 12 months to October 2012. 1 x 30 refers to at least one 30 minutes session of sport per week
Addressing inequalities in participation - income
Wealthiest Disadvantaged0%
5%
10%
15%
20%
25%
30%
35%
40%
45%43%
27%
Regular participation
Source: Active People Survey, results for 12 months to October 2012. 1 x 30 refers to at least one 30 minutes session of sport per weekWealthy refers to NS-SEC 1-2, Disadvantaged refers to NS-SEC 5-8
The numbers are significant
• Over 7 million women in the lower social grades:– 37% of adult women– 19% of all adults
Women Men -
5
10
15
20
25
7.26 7.31
11.99 12.87
Adults by social grade (mil-lions)
NS SEC 1-4
NS SEC 5-8
Source: ONS, data for adults (16-74). Chart does not include NS SEC 9 (not classified). NS SEC 5-8 is lower supervisory and technical, semi-routine and routine occupations, never worked and long term unemployed
APS1 (Oct 2005-
06)
2006-07 APS2 (Oct 2007-
08)
APS3 (Oct 2008-
09)
APS4 (Oct 2009-
10)
APS5 (Oct 2010-
11)
APS6 (Oct 2011-
12)
0%
5%
10%
15%
20%
25%
30%
35%
40%
33.6% 34.0% 33.6% 33.3% 33.4%34.8%
23.0% 23.6% 22.7% 22.1%20.9%
23.0%
NS SEC 1-4
NS SEC 5-8
Base: All women Source: Sport England Active People Survey
% of women participating in at least one session of 30 minute sport per week at a moderate intensity
Trend over time
Girls from deprived backgrounds do less sport than wealthier peers
Source: Chart: Active People Survey, results for 12 months to October for years shown (based on 1 x 30 participation)NSSEC NS SEC1,1.1,1.2,2 Managerial and professional, NS SEC3 Intermediate, NS SEC4 Small employers / own account workersNS SEC5,6,7,8 Lower supervisory/technical/ routine /semi-routine/never worked /long term unemployed
2007/08 2008/09 2009/10 2010/11 2011/120.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
Participation by 16-25 year old girls by demographic group
NS SEC 1-4
NS SEC 5-8
Source CLG: 2011 release, 2010 and 2008 data
Deprived areas
Source CLG: 2011 release, 2010 and 2008 data
Deprived areas
• Over 5 million people live in the most deprived areas in England
• 98% of the most deprived places are in urban areas with pockets of deprivation in rural areas
• The situation is relatively static: 88 per cent of the areas that are the most deprived in 2010 were also amongst the most deprived in 2007
Sport England strategic objectives
• Year on year increase in the number of people in England playing sport at least once a week
• A particular emphasis on 14-25 year olds, to create a sporting habit for life
• A significant increase in the number of people with a disability playing sport regularly
Key components of creating a habit for life• Long term investment in 46 NGBs
– based on clear participation targets– payment for results
• Specific programmes aimed at 'transition points'– Satellite clubs– HE and FE
• Targeted local investment
• Extra effort on disability sport
Where public funds make most difference
• Targeting NGB efforts on participation
• Disability sport
• Encouraging a strategic approach to local authority investment in sport
• Leveraging other investment
• Lower socio-economic groups
Sport England programmes focussed on lower socio-economic groups
• Door step clubs
• Get on Track
• Active Women
Active Women programme
• £7.5m revenue funding awarded to 20 projects
• 3 national, 17 local to deliver for up to three years from January 2011
• all projects are targeting women in disadvantaged communities and/or women caring for children
• StreetGames received the largest single award (consortium of 45 projects)
Headline findings from year 1 MonitoringRecruitment is going well:• Overall projects achieved 99% of their total year 1 participants
target
Reaching women from the target groups is not straightforward:• Projects on women from deprived areas attracted 57% of their
target • Projects on women caring for children attracted 65% of their
target
Retention is also proving challenging:• Overall projects reporting throughput achieved 42% of their year
1 target
Headline findings from year 1Impact
Women reported very positive impacts:• 61% said they had done more sport in the previous
month than in the month before their involvement with the AW project (17% did the same and 21% did less)
• 28% said they would have done no sport without the AW project (48% would have done less while 22% would have done at least as much)
• 99% had fun, 89% felt fitter, and 88% felt better about themselves
Lessons from year 1Attracting women to take part
Session timesVenue location
Childcare facilities Drop in sessions
Cost
Contact from project staff
Social dynamic of sessions
Atmosphere / tone of sessions
Project coaches
Incentives
What makes a difference:• Face to face recruitment • Personal follow up contact• Overtly encouraging existing participants to ‘bring a
friend’• Wide promotion • Linking with partner organisations• Providing easy access to practical information about
what the sessions will entail• Providing reassurance to address women’s
concerns about attending
This requires:• Convenient session times• Accessible venue locations• Childcare facilities• Drop-in sessions• Affordable prices
Lessons from year 1Retaining women in activity
And:• Frequent contact from project staff• Social dynamic of sessions• Soft skills of project coaches• Incentives
Lessons from year 1Retaining women in activity
• Active Women - continued delivery, more evaluation
• Place based pilot:– Creating the best possible
environment for women to choose sport
– Working with a range of providers and influencers
– Creating social groups where playing sport is the norm
Next steps