Transcript Document

Youth Insight
Motivating Young People
Carly Wood – Diva Creative
Introduction
•
About Diva
•
About the project
•
Aims of this workshop
What we did
•
2 research projects in total
– 14-16 year olds
– 16-19 year olds
•
Secondary research study
•
Online survey with over 800 young people:
– 14-16 year olds – 360 respondents
– 16-18 year olds – 469 respondents
•
16 focus groups
– 14-16 year olds – 53 participants across 6 focus groups
– 16-18 year olds – 96 participants across 10 focus groups
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2 creative workshops
– 10 young men
– 8 young women
Key Findings - Participation
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Understanding of the need to be active
Males
• More of an understanding or engagement with different types and levels of sport
• Males more likely to be regular (3 or more times per week) participants in sport
• Males more likely to prefer team sports, closely followed by individual sports
Females
• Clear idea of what sport and exercise meant
• Females more likely to be moderately active (once per week)
• Females more likely to want to take part in individual sports over team sports
Key Findings – Main barriers
Too much
college work
• Competing priorities
I’m out all the
time with my
mates
Other
hobbies
Get rid of
the Xbox
If transport was
funded I think more
people would do it
Time schedules
and availability to
go to classes
Laziness
and TV
You have
brothers and
sisters and can’t
leave them
Homework
because it is
due in the
week
Music and
chores
• Access to provision – locality
Key Findings – Main barriers
• Cost and financial support
I don’t wanna
go there for
everyone to
laugh at me
I think people
can be
intimidated by
those who are
better
Your hair
gets
messy
• Confidence
• Physical exertion
Just makes it not
as fun
It’s the cheaper option
to stay in and play
computer games
After you work
out, your muscles
hurt
•
It can be
expensive
You get
tired
Competitiveness
Key Findings – Main barriers
If mum was more
supportive about it…I
would have actually
gone
Ain’t been
encouraged at
home by their
mum and dad
I don’t know how
to get involved
• Lack of
encouragement/motivation
• Lack of information
It’s not really
advertised
Key Findings – Main barriers
If you’re on your
own you feel stupid
• Commitment
Girls don’t want to do
it in front of boys
• Not having anyone to go
with
If you don’t turn up,
they’ll notice and ask
• Gender and stereotyping
Key Findings – Main Motivators
• Affordability
You can keep
yourself
healthy
£1.50-2.50,
possibly up to £3
Important if
you want to be
healthy
• Healthy
You get to
keep fit
• Looking good and loosing weight
You can
just relax
Take your
anger out
I do it so I
don’t get fat
• Relax/de-stress
Key Findings – Main Motivators
• Focus on key skills for
the future
If it’s fun and you’re having a
good time…you don’t realise
you are doing exercise
It shows you’ve
got dedication
to achieve a
goal
• Fun and enjoyment
• Support from family and peers
I train with
my mum and
my sister
You have a kick
about for fun and
meet new people
You can get
good skills…and
put it on your
CV
He encourages me
on the sports side,
it’s good that he
understands
• Social aspects
You’re doing
something with
your mates
You can
socialise with
new people
When you are
with your friends,
it’s much more
fun
Key Findings – Main Motivators
• Female only sessions
If you’ve got something to
show for it, you’re more
likely to go back
• Freedom
When you move up a level
it feels really good
• Goals and motivations
They (boys) just
think they are
better
• Competition and feedback
Outside of school you can just
express yourself, there’s no right or
wrong answer if there is no-one
watching you
• Improve performance
Key Findings – Main Motivators
• Incentives
Equipment
If you were playing
tennis, they you
would get a tennis
ball
When you are in a
team you’ve to go
think of everyone as
a whole
When I take
charge they
listen to me
• Challenge/performance
To be
yourself, to
show off
Man of the
match prizes
Vouchers
Match
tickets
• Teamwork and leadership
Do your best
and keep
succeeding
• Confidence
Good to know
you are
achieving
something
Key Findings – Behavioural theory
• Stages of change
– Target people when at contemplation stage
– Position in a way that will appeal to motivators to
move them along the stages of change
Key Findings – Behavioural theory
• Achievement Goal Orientation Theory – Young Males
– Mix of task and ego – driven by competition but also
improving skills and fitness and being part of a team
• Social Cognitive Theory
– Influenced by peers, family and role models
– Sport needs to be positioned more as a social
activity
– Focus should also be on looking good and loosing
weight
Sport Offers
•
Important to offer sport at the right time, in the right place, at the right cost
• Needs to appeal to their motivations and their interests; fun and
socialising, teamwork and leafership, performance, challenge and being fit
and healthy
•
Understand that it’s not a one size fits all approach
– Some prefer single sport sessions
I just want to
focus on what
I do
You’re going to
get confused
You don’t
loose
concentration
You’re more
into it
– Some prefer multi-sport sessions
• Attend a weekly session which offers a different activity each week
• Take part in different activities within one session
You get to
try a variety
of sport
It wouldn’t be
boring
Learn new
things
Sport Offers
•
Make sport affordable for young people or communicate that they are entitled to
discounts where applicable – exclusivity for young people
– Offer group discounts where appropriate
– Loyalty schemes
•
Pay per
Ensure offers are accessible:
I’d feel more
session
– Cost
confident if it was
– Local – near school or home
only girls
– Family friendly
– Knowledge and awareness
– Tailored – female only classes
If you did it in the
– Flexibility – times, duration and choice
local school, that
would be easier
•
Instil confidence
– Quality of instructors
– Help young people associate sport involvement with their key skills for the future
Sport Offers - Male
•
Developed as part of the creative workshop with young people
•
Offer young people the opportunity to get involved with coaching
– Summer holiday club
– Improve skills
– Not too much commitment
•
Sport competition programme
– Tournament style with initial coaching session
– Prizes for progress and commitment
– Entry level
It would feel good that
you have taught
somebody to do
something new
Sport Offers - Male
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Adventure weekend/taster programme
– Go camping and do a range of sports
– Competitions
– Opportunities to continue activities back at home
– Opportunity to do something you have never tried before
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Fitness programme
– Bootcamp style
– Support to improve fitness, loose weight or improve body image
– Encouraged to come with friends
– Competitions
– Opportunity to work towards an event/goal
Sport Offers - Female
•
Exercising with mum/family
– Variety of joint activities
– Loyalty card
– Music to motivate you
– Female only sessions
•
Leading and coaching
– Teach female friendly activities
– Pre-coaching training
– Work towards competitions/shows
– Getting a good workout whilst volunteering
– Make new friends and learn new skills
It would be
rewarding because
you are making
them happier
Sport Offers - Female
•
De-stressing/relaxing sport programmes
– Begins with aerobics followed by calming activities i.e. lane swimming with
calming music
– Female instructor and women only
– Keep fit and de-stress
Communications
•
Most young people said they would like to receive more information about sport
in their local area
•
Ensure communications are engaging for young people.
– Align key messages with key motivators,
– Look and feel
– Tone of voice which appeals to young people
– Incorporate elements of their existing hobbies
I don’t think they
(posters) are
attracting people
Communications
•
Multi-modal:
– Posters and leaflets
– Social media
• Word of mouth
• Peer endorsement
• Shareability
– Via an already accessible source
• School/college; emails and intranet
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Taster sessions – particularly for females who make lack confidence, or residential weekends for
males
A talk in college with
taster sessions
I’d pay for that
definitely
• Tailored messages
- Right focus for the right
audience
Communications
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Utilising trusted sources
– Schools/college
– Parental communication/involvement of parents
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Ensure communications are tailored – no one size fits all approach
– Male and female look and feel
– Tailored key messages
Communication
•
Look and feel of preferred campaigns – Young Males
– Should use illustration and have an urban feel
Communication
•
Key selling features – Young Males
– Time
– Cost
– Free trials
– Types of activities
– Incentives
•
Key messages – Young Males
– Focus on fitness, improving skills, affiliation, fun, competition and promoting
social activities
– Demonstrate expertise of a coach/instructor
– Direct, bold and sharp
Communication
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Look and feel of preferred campaigns – Young Females
– Use images of young women they will identify with
– Look and feel needs to be fun
Communication
•
Key selling features – Young Females:
– Time
– Cost
– Types of activity
– What you get out of it
– Incentives
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Key messages – Young Females
– Focus on loosing weight, looking good, relaxing, feeling confident, spending
time with friends and family and having fun
– Fun, vibrant and non-competitive
Questions