Families funding workshop
Welcome & In Introductions Jayne Molyneux
Workshop content • Welcome & Introduction • Sport England vision and strategy • Who do we want to reach and what do we want the family funding to achieve • What challenges do we want to address COFFEE FFEE BR BREAK AK • Application process and next steps • Wrap up and questions 3
The aims of today To share with you: To learn from you: • Our vision and strategy • Your insights and experience in working with families • The objectives of this fund • Why you’re interested • The audience insight that is informing our approach • What you want to learn • The process and criteria we will • Your ideas be using to make decisions
Introducing … In • Take a minute to introduce yourself to the people on your table: – Who are you? – What organisation are you from? – Why you are interested in this?
Sport England Vis ision and Strategy Jayne Molyneux
Our Vis ision We wa want t everyon ryone e in E England and regardl rdles ess of ag age, backgr kground ound or le level l of ab ability ity to fe feel able to en engage e in sp sport and nd phy hysica ical l activi vity. ty. Some will be young ng fit and talente nted, but most will not be. We ne need d a sport sector tha hat welcomes omes everyo ryone ne – meets ts their needs, s, treats s them m as individu ividuals als and values es them m as custome mers. s. . Sport England: Towards an Active Nation 2016-21 Creating a lifelong sporting habit
Government Outcomes for Physical Activity SOCIAL & PHYSICA CAL MENTA TAL INDIVI VIDUAL AL ECONO NOMI MIC C COMMUNI UNITY TY WELLBEI EING NG WELLBEI EING NG DEVELOPM PMEN ENT DEVELOPM PMEN ENT DEVELOPM PMEN ENT Increase in Improved % pop Enjoyment confidence Promoting meeting and and self- Increased trust CMO happiness esteem productivity guidelines Bringing Reduced Development Improved people from Increase in anxiety, of soft/social workforce diverse % of CYP stress or skills and backgrounds meeting depression employment together CMO Increased guidelines self-efficacy
Key themes • Investing for a purpose, not sport for sport’s sake • Behaviour change • Customer focus • Under-represented groups • Children and young people • Wider partnerships • Governance and efficiency • More than a bank • A new approach to measurement and evaluation
Where we in invest • Tackling Inactivity • Mass Markets • Sustaining the core market • Children and young people • Volunteering • Facilities • Working locally
Family funding objectives Support rt fa families es to be active ve together her • Positive experiences • Tackle activity levels throughout the week • Children aged 5-15, anticipate focus on 5-10 Targ rget et fa families s in lower r socio-econ econom omic c groups • Address inequalities
Who do we want to reach What do we want the funding to achieve Jennifer Bufton
What do we mean by family? • 1 in 3 people live in a household that’s home to a 5 -15 year old Two parent, 22% Complex- multigeneration, 7% No 5-15s, 67% Single parent, 5% • Customer led • Parents and children
Chil ildren are not as active as they should be 2014 6.87m (13%) • Focus on families whose children are less active • Address inactivity levels throughout the week including weekdays 14
Families in in lower socio-economic groups Income Employment Education • Learn what works with lower socio-economic families and what doesn’t • Consider other underrepresented groups
Chil ildren are the primary customers • Focus on primary, but with flexibility • Develop a positive attitude • Involve children in the decision making 5 8 11 11 15 15 YOUNGER ER YEARS MIDDLE-UPPER PER PRIMARY SECOND NDAR ARY Childr ildren en in cont ntrol ol Childr ildren en choo hoose se Parent ents s decide cide Peer er influe uenc nce Peer ers s and d family ily Paren ents s facilit ilitate ate
How families vie view physic ical activity opportunities • Weeken ekend d & Af After Schoo hool l Clubs bs are most salient, dominating families’ routines & “mental bandwidth” Weekend kend & aftersc rschool hool clubs ubs Getting ing out as Free ee Play a famil ily PE PE Getting ing around ound
Families taking part together • Current gap in provision • Biggest opportunity where our funding is needed to intervene: – Parents and siblings influence children’s level of activity – Provision will also increase adult activity levels Initiatives or Providing support to help activities where families take families take part together on part together their own Raise awareness / generate interest and appeal
Table dis iscussion • Take this opportunity to reflect on what you’ve heard so far – What are your views on what you have heard? – Have you worked with this audience before?
Challenges we want to address Carol Fraser
A range of challenges to tackle • We’ve identified challenges across 4 contexts and would look for our portfolio of projects to influence across these different layers of context
Personal Challenge one • Attent ntio ion n on a ability ity inhibit bits enjoym yment ent Ability “Last year I messed sed up Perceived on a kick but their player Enjoyment competence was too fast and the manag ager er took me off cause se it was a really ly big game and then when the other keeper came on and walked ed past and Likelihood to laugh ghed ed at me.. ” Confidence take part
Personal Challenge two • Hassle, e, effor ort t and stress around nd taking ng part t in a activ iviti ties es for paren ents ts and childre dren The ROUTINE NE isn’t easy The REWARD can be unde dermi mine ned and parents s can quest stion on value e
Social Challenge one • Parents nts lack confidenc idence e in th their own skills and ability ity and worry y about t passing ng on th their r own anxietie ties. “I was not look oking ing forwa ward d to it [DVD “It's cold and wet and workout], I’m not the fittest of people it h hurt rts when en you u get it and my children are so energetic I was wrong ong. [He] knows that worried I wouldn’t be able to keep up!” I would much rather be watching them in the warmth.” “ I need to build ld her r conf nfide idenc nce, not put her off! I’m not very active. So that’s why I can’t run ; I don’t want nt to let her r down wn and pull her down with me .”
Social Challenge two • Parents nts see their role as h helper pers rather er than role model dels Starti ting ng out Gettin ing g Ready dy The he ins nstigat ator or: : Keep The he facilita itator: tor: Get eye out for activities kit together; driving their child might like them; paying Repeat eatin ing g the activi vity ty Taking ng part The fan / carer: : The he motivato vator: r: Cheering them on; Encourage child to praising behaviour; persevere when encouraging when reluctant/losing their confidence is interest. knocked.
Two Environmental Challenges 1. 1. Tradit itio ional nal sports envir iron onment nts can be intimidati idating ng for famil ilie ies 2. 2. Limited ted easy oppo port rtun unitie ties to Ge Get Out as a a Fa Family ly and risks associat ated ed with Free Play & G Getting ng Around. nd. Effort rt to fi find d and d plan an • Cater ering ing for differ erent nt ages ges • Expen pensiv sive e and d lack ck of time • Risk • “I don’t think much has changed but with social media now we’re more awar are e of the bad d things ngs happening. My local police force do an update everyday to say what’s been happening. My parents wouldn’t have been so bothered as they didn’t know. But I won’t let [my daughte ughter] r] walk lk down wn the road ad .”
Two Cultural Challenges 1. 1. Activity vity level els of ch children dren lack salienc nce e and famili lies es assume e they’re active enough already “When the kids go to school you trust in the school that they’re doing g their ir PE and getting g a bit of everythin thing g they need .” 2. Preva 2. vail iling ing gender er stereotypes otypes limit the range of ac activiti vities es childr dren en enjoy “I was always going to make [my son] do football. I don't care whether he says he “I actually quite like dancing, but wouldn't doesn't like it...all boys should ould do it. I believe that it gives s boys a confi nfidence dence and tell my mum, no way!” something to build from with other kids .”
A range of challenges to tackle • We’ve identified challenges across 4 contexts and would look for our portfolio of projects to influence across these different layers of context
Coffee break and table dis iscussion • Take this opportunity to reflect on what you’ve heard so far – What are your views on what you have heard? – What other challenges do you think exist? – What experience do you have of addressing these significant challenges?
Application process Jayne Molyneux
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