Transcript Document
StreetGames National Conference 2014 @streetgames #insight
Eleanor Oldroyd
BBC Sport and Radio 5 Live @streetgames #insight
StreetGames National Conference 2014 @streetgames #insight
Steve Hodkinson
Chair of StreetGames @streetgames #insight
StreetGames National Conference 2014 @streetgames #insight
Jennie Price
CEO of Sport England @streetgames #insight
The Big Picture
Jennie Price
Chief Executive
Political climate Behavioural change Insight
Political Context • Election in May 2015 • Manifestos being written now • Sport is no longer a consensus issue • A debate about delivery systems • Including at a local level
Behavioural change - what does it mean?
• Smoking • Drink driving • Recycling • Re-conceptualisation
Why did it work?
• Landfill tax • A single measure • Advice for local authorities • Markets for recycled materials • Mass communication • Mainstreaming of the green agenda
Sports participation - how far have we got? • Improved insight into what people want • And into how they feel • New ways to get active and play sport • New language • More people like you
To come?
• A digital offer • Mass communication • The next cycling?
• Finding the formula for team sports • Opening the doors to women and girls
So what now?
• Always start with insight • Avoid the drunk with the lamppost • Be creative • Be contemporary • Take some risks • Generate a new climate, not manufacture a product
Jennie Price
Chief Executive
Thank you
StreetGames National Conference 2014 @streetgames #insight
Sarah Lonogran
Director of Knowledge & Insight for Coca-Cola GB @streetgames #insight
THE IMPORTANCE OF INSIGHT
Sarah Lonorgan
PRINCIPLE#1: WHAT PEOPLE SAY THEY DO AND WHAT PEOPLE ACTUALLY DO IS DIFFERENT
PRINCIPLE #2: DATA IS USELESS WITHOUT MEANING
•
HELP THEM MOVE ADULTS
MISSION INSPIRE A NATION TO MOVE
•
HIGHER END VALUE LOVE (FOR SELF + FROM FAMILY)
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COMM CHALLENGE TELL A RELEVANT AND PROVOCATIVE STORY
•
INSIGHT LIFE IS PRECIOUS
TEEN FUNDAMENTALS
1. NO EASY WAY TO REACH THEM…. BE WHERE THEY ARE 2. IT’S ALL ABOUT BEING ACCEPTED 3. PROVIDE SOCIAL CURRENCY 4. MAKE SURE THERE’S SOMETHING IN IT FOR THEM 5. KEEP EVOLVING THE CONCEPT 6. THEY ARE MORE LIKELY TO TRY SOMETHING IF THEIR FRIENDS LIKE IT
HELP THEM MOVE TEENS
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MISSION EDUCATE HEALTHY TEENS
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HIGHER END VALUE NONE. THIS IS A PROMO.
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COMM CHALLENGE DRIVE INTEREST IN ACTIVE LIVING
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INSIGHT TEENS DON
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T HAVE MONEY FOR THEIR MUSIC
1.
2.
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RECAPPING LEARNINGS…
WHAT PEOPLE SAY THEY DO AND WHAT THEY DO ARE DIFFERENT DATA IS USELESS WITHOUT MEANING HUMAN EMOTIONS DRIVE ACTIONS CRAFT YOUR STORY IN A WAY THAT GET’S TO PEOPLE’S HEARTS NOT MINDS PROVOKE DON’T TELL DON’T GET COMPLACENT – ENSURE YOU KEEP EVOLVING YOUR OFFER
THANK YOU
Sarah Lonorgan– Coca-Cola [email protected]
StreetGames National Conference 2014 @streetgames #insight
Justin Tomlinson MP North Swindon @streetgames #insight
StreetGames National Conference 2014 @streetgames #insight
Jane Ashworth
CEO of StreetGames @streetgames #insight
Changing Lives, Changing Sport
www.streetgames.org
/inactivitytimebomb
24% 53% 17% 57% Outcome funding
1. Health 2. Community wellbeing 3. Education/employability 4. Sport
Select more than one if required
7% 30% 10% 53% Which is most important? Doorstep Sport is ………….
1.At the right time 2.At the right place 3.At the right price 4.At the right style
Select only one answer
66% 26% 5% 4% What’s the % rate of regular sports participation for disadvantaged youth?
1. 25% 2. 38% 3. 47% 4. 56%
Answer = 38%
Select only one answer
50% 40% 30% 20% 10% 0% 70%
Disparities in participation & engagement in sport (16-25 year olds by socio-economic group)
61% 60% 60% 38% 21% NS-SEC 1-2 NS-SEC 8 Regular Sports Participation (1 x 30) Club Member/Organised sport/Competition
Source: Sport England Active People Survey (APS 7: Oct 2012 – Oct 2013
Young Lives – ‘earn and burn’
• Key drivers are dialled up as a result of social and financial instability
Young Lives – brand obsessed
• • •
Young disadvantaged people say they are the same as any other young person Identity tied up in remaining part of this social group. Achievement demonstrated by ‘what you own’ A “brand me” generation where the brands they wear, how they present themselves on social media and the celebrities they idolise are integral to their identity
Spending on sport for low income households
•
£37
per annum on participatory sports •
£123
per annum on sports and social clubs
This equates to just
£3.07 per week
Why doorstep sport is valued
How many 11-25 year olds meet the Chief Medical Officer’s Guidelines?
60% 31% 9% 0%
1. 20% 2. 50% 3. 70% 4. 90%
Answer = 50%
4% 13% 68% 15% What is the economic cost of inactivity over the lifetime of todays 11-15 year olds?
1. 10bn 2. 100bn 3. 53bn 4. 30bn
Answer = 53bn
What % of active disadvantaged youth play team games?
6% 28% 36% 30%
1. 10% 2. 18% 3. 24% 4. 29%
Answer = 18%
Select only one answer
17% 17% 37% 29% What % of all active people do solo sports?
1. 22% 2. 30% 3. 41% 4. 51%
Answer = 41%
Select only one answer
50,0% 45,0% 40,0% 35,0% 30,0% 25,0% 20,0% 15,0% 10,0% 5,0% 0,0% 35,0% 30,0% 25,0% 20,0% 15,0% 10,0% 5,0% 0,0%
Participation by sport type - weekly All adults by Socio-economic Group
33,2% Individual 23,3% 4,7% 5,8% 4,9% 3,2% 45,2% Individual Team
16-25 year olds by Socio-economic Group
1 v 1 37,9% 17,3% 18,3% Team 5,4% 5,1% 1 v 1 NS-SEC 1-4 NS-SEC 5-8 NS-SEC 1-4 NS-SEC 5-8
The StreetGames offer
StreetGames National Conference 2014 @streetgames #insight
Q & A Session
Jennie Price, Sarah Lonogran and Jane Ashworth @streetgames #insight
StreetGames National Conference 2014 @streetgames #insight