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The Hard Facts of Poverty Today
• Of the 9 million young people
aged 14-24 living in the UK,
approximately 30% are living in poverty.
Sources:End Child Poverty (2012) Child poverty map of the UK; New Policy Institute (2015) Poverty among young people in the UK
StreetGames lit rev_draft 11.02.15
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
35.0%
40.0%
45.0%
50.0%
55.0%
60.0%
Oct-06 Oct-08 Oct-09 Oct-10 Oct-11 Oct-12 Oct-13 Apr-14 Oct-14 Apr-15 Oct-15
APS 1 APS 2 APS 3 APS 4 APS 5 APS 6 APS 7 APS 8 APS 9
Once a week sport participation (1 x 30), millions
The activity gap between ‘rich’ and ‘poor’
is wide and stubborn
1 x 30 NSSEC 4 (16+)
APS9 39.1%
1 x 30 NSSEC 5-8 (16+)
APS9 25.9%
What is life like for a teenager in a disadvantaged area?
“I’m the same as everyone
else”
“I live for today”
“I need to fit in”
“It’s what I know”
Sports policy
The problem of under-participation by low income communities
• 09-17: The Olympic and participation years where NGBs a priority
• 17-21: The Sport for Good years – when insight and social outcomes come together
17-21 DCMS - Sporting Future - The Sport for Good years
Activate the inactive
1. Physical Wellbeing
2. Mental Wellbeing
3. Individual Development
4. Social and Community Development
5. Economic Development
CMO guidelines
New delivery agencies
New skills New
workforce
Social/Community
DevelopmentIndividual
Development
Mental
Wellbeing
Physical
Health
Economic
Development
Outcome Measures
Outcomes
SE Contribution
and KPIs
Increase in %
pop meeting
CMO Guidelines
Decrease in %
pop inactive
(5-18s, 19-64s
and 65+)
Improved
subjective
wellbeing
Levels of
perceived
self-efficacy
Levels of
social trust
Gross Value
Added by
sport sector
Decrease in % of people physically inactive
Increase % taking part at least 2 x per
month
Volunteers to be more
representative of society
Increase in no. volunteers 2 x
per year
Employment in grassroots
sport
% Publicly owned facilities
with under-utilised capacity
Sporting Future: A New Strategy for an Active Nation
More people from every background regularly
and meaningfully taking part in sport and physical activity
A more productive, sustainable and
responsible sport sector
Increased non-public
investment into sport
Headline results new Workforce
Survey
Behaviour change model is new wave thinking
Pre-contemplation
Contemplation
Preparation
Action
Maintenance
RELAPSE
SOURCE: Prochaska and Diclemente Transtheoretical Model of Behaviour Change
The messages falls on stony ground ‘I’ve been
thinking about maybe joining a gym but they’re so expensive!’
‘I’ve finally signed up for dancing lessons’
‘Trying to go to the gym once a week but doesn’t always go to plan!’
‘Having to work on a Sat morning – this is the first time I’ve missed footy practice in years!’
The importance of Monitoring and Evaluation
Investment follows proven impact
Impact must be measurable
Data is
king!
Other Sport England Priorities
• Under 14 year olds
• A new UK Sports Governance Code
• A new Coaching Plan for England
• A new approach to sport volunteering
• Increased professionalisation of the workforce
– CIMSPA
– Apprenticeships
• This Girl Can
• Talent