youth personalities · it is clear from speaking to providers and delivers that many projects are...
TRANSCRIPT
1 Sportivate - Youth Personalities Case Study
Youth Personalities
Sportivate Case Study In the previous youth personalities case studies, we identified how CSPs were planning on using the youth personalities insight. We visited a youth personalities workshop run by GreaterSport and followed two projects to see how their planning had benefitted from the insight. In this case study we look at how the Lancashire Sport - Kickstart Fitness project at Longridge Community Gym have used the youth personalities to ensure young people are sustained in sport.
It is clear from speaking to providers and delivers that many projects are finding the youth personalities insight extremely useful for reaching inactive young people.
This case study identifies a project that has used the youth personalities from project design, through delivery and into exit routes to ensure that participants are sustained. These methods can be utilised in order to ensure more projects achieve greater sustainability.
2 Sportivate - Youth Personalities Case Study
The Kickstart Fitness project targeted young females aged between 19 and 25, it reached 19 participants, 17 of whom have completed the project. All the participants were inactive at the start of the first session. The group were made up of confident intellectuals, thoughtful improvers and everyday youths
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Confident
Intellectuals
Motivations:
To improve
appearance
Thoughtful
Improvers
Motivations:
To improve
appearance
To lose weight
To feel Good
Everyday youths
Motivations:
To spend time
with friends
To have fun
To make new
friends
The project was designed to fit the individuals that took part, taking into account their motivations for participation, leading to a more enjoyable and meaningful experience for the participants.
3 Sportivate - Youth Personalities Case Study
1 2 3 Made sure sessions took place at times that suited individuals so that they could
fit the sessions in around their work and personal life.
Organised a focus group to identify the type of personalities and their motivations - this group were ‘confident intellectuals’, ‘thoughtful improvers’ and ‘everyday youths’.
Found that, in the main, the goal of the group was to improve their appearance.
Let the group know that activities could be personalised Made sure that individuals motivations and goals matched that of the group.
The Kickstart Fitness project used a clear process to design the project that led to sustainable behaviour change
Before the project :
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The group had exclusive use of the gym to ensure they felt confident to exercise in a safe and secure environment.
There were 3 members of staff guiding them throughout the session, giving them confidence to speak to the staff and ask questions.
Activities were designed specifically to suit the participants in the group. Many of the girls said that they felt vulnerable so one session was a martial arts lesson. This gave the girls a chance to experience martial arts and learn some self defence skills.
During the project :
4 Sportivate - Youth Personalities Case Study
6 As an incentive to complete the project, the girls were asked to choose a reward—they chose a beauty workshop, before their work Christmas party.
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All participants took up the offer of a free one month membership. They were given an exclusive slot during this additional month, so they could continue to use the facilities with other members of the group, as well as being encouraged to use the facilities at other times to help them integrate.
The participants have been offered a reduced three month membership after the completion of the additional month. If cost is inhibitive for any of the participants, a special rate will be discussed individually
After the project :
5 Sportivate - Youth Personalities Case Study
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How has this project used the insight to sustain activity:
Different methods were employed to sustain the different personality types:
Confident Intellectuals
Created a positive association with activity
By “reframing the message” and taking the emphasis away from sport to
challenge participants with a low perception of physical activity.
Recognised and rewarded dedication as well as long incremental
improvement
The use of an incentive for completing the project that the girls picked
themselves rewarded their dedication
6 Sportivate - Youth Personalities Case Study
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Thoughtful improvers
Helped participants set aspirational but achievable goals
Each session, they chose individual goals such as being able to do 10 minutes
of activity on the cross trainer or completing a 10 minute kettle bell session.
Rewarded and recognised targets
Offered participants a fitness review to take place at the end of the additional
four weeks free membership, this allowed them to see the progress that they
have achieved since first attending the project.
“I have really benefitted from being introduced to the gym and
shown how to use the equipment. I am now much less nervous
to visit the gym on my own and have made some new friends
too.” Kickstart Fitness Participant
7 Sportivate - Youth Personalities Case Study
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Allowed flexible involvement to allow participants to come in and
out, appealing to their social nature
Sessions were ‘dip in and out’ so they could spend time socialising with their
friends or working on their own. After the initial 6 weeks of structured sessions
that took place at a time that suited them, the project encouraged the
participants to attend whenever they wanted to.
Made ongoing involvement the ‘norm’
The participants were able to create new exercise habits with an incentive
that the girls picked themselves, as well as giving them an additional months
free membership and reduced membership rates for the following three
months.
Created a supportive environment
By having 3 members of staff attending the sessions, the participants were
able to build a rapport with the staff members. This will ensure that if they
have any questions in the future they are happy to approach staff and make
their visits to the gym feel more beneficial.
8 Sportivate - Youth Personalities Case Study
The greatest potential for impacting on the physical activity levels of young people, is using the youth personalities insight to gain a greater understanding of how to sustain different types of young people in sport and activity.
By using the principles outlined in the youth personalities insight, the Kickstart Fitness project clearly demonstrates how it has created and offered exit routes to the participants that appeal to their motivations. This approach will ensure that more participants are sustained in activity.
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9 Sportivate - Youth Personalities Case Study
The 3 youth personalities case studies highlight how to apply the youth personalities insight to run effective Sportivate projects.
The first case study looked at how CSPs cascaded information to their partners. The second instalment looked at how two projects in Greater Sport used the insight to shape the design and delivery of projects. The final case study looks at ways that projects have used the youth personality insight, to create sustainable behaviour change for young people.
Using the case studies, deliverers can design projects that are tailored to young people at the heart of their projects, ensuring that projects fit with young peoples expectations and motivations. Remember, ‘one size doesn’t fit all’, projects need to be tailored to suit different groups. Ongoing consultation with customers helps ensure you keep responding to the changing motivations of young people.
Co
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We would like to thank
Lancashire Sport and
Longridge Community
Gym who delivered the
Kickstart Fitness project
for being involved in this
case study