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Kerry McDonald - "Sport in Disadvantaged Communities"

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Kerry McDonaldStreetGames Co-Founder

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%

Network Growth – No. of Projects

Network Survey

Doorstep Sport Clubs

Sports Participation Data

Right People

Volunteer Equity Index

What works?

Doorstep Sport? Doorstep Activity?

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

Pre-contemplation

Contemplation

Preparation

Action

Maintenance

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!

COMMUNITY WELLBEING

Subjective wellbeing

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

We’ve changed lives….