Facilities
Open up access to facilities
We work with leisure centre across the city to look at how programmes can be tailored or developed to meet the needs of young people. We have developed a summer programme within the leisure centres, which also includes the cities swimming facilities, to cater for the needs of young people. Following on from this, we aim to develop a number of taster sessions which will take place within the facilities, these will be reviewed by young people taking part and it will then lead to a programme of activities for young people to attend on a regular basis.
Growing and sustaining participation
School age groups
The programme works with 11 – 16 year old girls who are in-active or semi active from a range of different backgrounds and cultures. It offers alternative forms of physical activity, beauty and fashion to engage those who would not normally participate, do not meet their 60 minutes a day and those who have dropped out of sports or physical activity. Prior to girls coming onto the programme, work is done both with schools and within local community settings to identify those who are deemed least active. Following from this, girls are invited to focus group discussions to identify barriers to participation and look at how these barriers can be overcome. A number of lifestyle workshops also run alongside this, which including healthy eating, benefits of physical activity, substance misuse (smoking and drinking) and self-esteem confidence workshops. These workshops all incorporate an element of physical activity and social learning opportunities. Girls are encouraged to attend these sessions, which are always non competitive and informal sessions, where they come along and have 'fun' whilst being physically active. Girls who attend these sessions are encouraged to bring along their friends and eventually used by the project as peer mentors/volunteers to promote the programme and support in the running of the workshops to other young people. As the girls become more confident, they are then referred on to the various clubs across the city. Where clubs do not exist, work is undertaken with Derby City Council’s Sports Development department to look at setting up new clubs run by young people.
Workforce development
Coaching
Following the Young Leaders, all attendees will be signposted to attend relevant coaching opportunities/qualification within the city. Work is currently being undertaken with Governing bodies to develop appropriate courses/training. In addition to this, we aim to work with various clubs and groups in the city to provide young people with the opportunity to gain further experience in coaching.
Volunteering
As girls go through the programme, many of them become peer mentors, many of whom have then become volunteers to the project, to-date we have 110 young volunteers on the programme who support in the various aspects. The project has delivered 1 OCN level II Community Research course, which has enabled the girls to work amongst their peers to identify barriers to participation and what type of activities would encourage them to participate. Two Dance Leaders awards, following the completion of these girls have gone on to support the dance sessions across the city. During the summer we will be delivering 2 Sports Leaders training courses, which are Young Leaders Award and Women Get Set Go. Following these courses, girls will be encouraged to support in the many aspects of the programme which will include all the marketing and publicity publications to encouraging and supporting other young girls whilst on the programme.
Women into leadership
Following on from each of the courses delivered through the project, the aim is to empower young women to take active leadership roles within schools and their community settings. The aim of the programme is to enable young women to become the voices of the project and to influence policy across the city. We aim to ensure all females involved in the steering groups and the shadow board are autonomous in the decision making process for the project.
Promotion, marketing and raising the profile
PR and media coverage
PR and Media Coverage The Movement follows a pro-active PR plan to raise awareness of the project, build a positive profile and communicate key messages to three target audiences: • Young females – 11 to 16 • Parents • Other key stakeholders – teachers, partner organisations, staff, funding bodies The Movement has developed relationships with key journalists to establish continual positive coverage about the project, its activities and successes. We issue monthly press releases to The Derby Evening Telegraph (main paid-for newspaper in Derby) and BBC Radio Derby in order to raise awareness and communicate with parents and other key stakeholders. Many of these articles can be found by keying in ‘The Movement’ to the search facility at www.thisisderbyshire.co.uk We reach our young female target audience through interviews and news announcements on RAM FM – Derby’s biggest commercial radio station with a high percentage of young listeners and through The Movement Magazine – a quarterly publication produced by a young editorial group, which is distributed to 5,500 girls through schools. External PR is complemented by an internal communications plan that includes fortnightly text messages and emails to registered Movement members and a quarterly stakeholder email to professionals involved in the project. Regular updates are also included in the Derby City Council staff e-bulletin, Derby County Football Club briefings and partner newsletters including the East Midlands Making Changes e-bulletin. Events A high-scale launch event in June 2009 was attended by 700 girls from two city schools in addition to key stakeholders and journalists from the Derby Evening Telegraph, RAM FM and BBC Radio Derby. A pre-event lead story in the Derby Evening Telegraph was followed by a post-event double page spread. The event used innovative methods to engage with girls including a theatre play, DJing, music and street dance performances. Kymberlee Jay (a top UK Nike Athlete) and a Movement’s brand ambassador introduced the project. To reach as many girls as possible in Derby, The Movement took its launch event to the other seven secondary schools. The media follow and report on The Movement’s Rock Your Body Street Dance Challenge, The Movement magazine and its other activities.
Social networking
The Movement recognises the potential of social networking sites in empowering and engaging with young people. Facebook and Flickr pages will be launched in September 2010 to complement The Movement’s You Tube Channel (created in May 2010) at www.youtube.com/user/themovementderby We plan to integrate these Movement-branded social media platforms to create connected Movement communities through instant messaging, blogs, videos, photos, exercise and healthy eating advice. The aim of this e-marketing approach is to: • Allow girls to express themselves • Build an active community for girls to get involved in • Gain real-time feedback from girls to influence future programmes • Build relationships, trust and loyalty with our Movement members through regular two-way communication • Reach more 11-16 year old girls and promote the advantages of joining The Movement • Increasing brand awareness through viral marketing (girls telling their friends/forwarding links) • Strengthen The Movement’s messages around physical activity and healthy eating The Movement team will be trained in July to set-up and manage the sites, which we expect to save significant marketing expenditure on promotional print. The social media pages will be tagged to The Movement website and promoted offline.
Role models
The use of role models and brand ambassadors has proved an excellent way for The Movement to communicate and engage with girls who wouldn’t otherwise care. Brand Ambassadors Kymberlee Jay is a young, healthy size 14, articulate, well educated, top UK street dance artist with her own London-based studio who has worked with Madonna. What’s more, she is passionate about girls getting into dance, irrespective of ability or body shape. She presents a sympathetic brand-fit to The Movement’s aim to help girls’ lead happy, healthy and active lifestyles. Kymberlee Jay supports The Movement’s dance programme by training its dance workers, presenting the Rock Your Body Street Dance Challenge final and talking to girls about dance and the importance of regular physical activity. In additional to having external role models, we work with young people to become the faces of the campaign and role models for other young people across the city. The girls attend all events within schools and the community to promote the programme amongst their peers.
Branding & marketing
The Movement brand was developed by a representative group of the target audience (inactive and semi sporty 11-16 year old females) and The Movement team. A design agency brought their vision to life through The Movement logo, imagery, typography and campaign photography. As a social marketing campaign, The Movement relies on its team, role models, brand ambassadors, stakeholders and most importantly, Movement members to convey its brand values and build its equity. The positioning of The Movement brand is strengthened through partnerships with organisations that have high kudos in the minds of our target audience – Nike UK, Boots, Westfield, East Midlands Beauty Academy, Body Shop are amongst the big names who support The Movement. Its key message is to help girls to lead happy, healthy and active lifestyles. The following marketing activities have helped raise the profile of The Movement – all girls in the city recognise the brand and understand what it’s about. • Relationship marketing – The Movement maintains effective relationships with its members, key stakeholders and partner organisations (including Boots and Westfield) through regular communication – see PR section. Its web-based membership registration system facilitates an accurate and detailed understanding of girls’ physical activity levels and preferences to support tailored communication. Analytics software allows us to monitor and control email and text-based communication. • Getting the message across - The Movement website incorporates an interactive game that helps girls understand the importance of physical activity and healthy eating in a fun and memorable way. • Sticky content - The Movement website contains health, exercise, beauty and style information, which is updated weekly. The recent introduction of Movement Tube (step by step exercise film clips) makes it more appealing to young people. • Movement Magazine – Created by girls for girls! The Movement ensures the content is relevant, on message and exciting by giving girls the chance to research and write articles on everything from exercise to make up to film reviews. They also take photos, create word search competitions, suggest recipes and email in fashion advice. • Incentives – Girls love The Movement’s regular web-based and magazine competitions, which offer theatre tickets, beauty products and sports gear donated by The Movement’s partners. • Word of mouth - girls are rewarded for referring a friend to The Movement and receive prizes for their loyalty in attending Step Up 2 Dance activities. • Adding value – The Movement adds value to its membership by supplying all registered girls with a membership card. This gives them access to special areas of the website, discounts on dance and other Movement activities, downloadable vouchers to use at hairdressers and other places. • Adding more value! – A new career development programme is set to be piloted this Autumn. Working with BBC journalists and multi media experts, The Movement aims to build on girls’ positive experience and skills learnt by working on The Movement Magazine and website and convert it into a valuable qualification. • Social media – This will be a crucial communication tool for The Movement, which will support its relationship marketing strategy.
Confidence and self esteem issues
Many of the young people we work with often have self esteem and confidence issues; therefore it has been an integral part of the programme to address these wider issues. Subsequently, work is undertaken with all young females to increase the self-esteem and confidence. This is done by using a number of different methods such as delivering self esteem workshops - using the Dove Self Esteem package, working in partnership with Healthy Schools and through focus group discussions. We also incorporate beauty within this area of work and invite beauty consultants in from either Boots or East Midlands Academy of Beauty, who deliver workshops around skin care and beauty. When delivering these workshops, discussions with the girls are linked to how physical activity supports in healthy skin and that beauty products are not needed to feel good and confident about themselves.
Health & wellbeing
A fundamental part of the programme is based around the health and well being of young people. The programme offers a range of workshops which incorporates healthy lifestyles options. Some of which include smoking cessation, substance misuse, healthy eating and benefits of physical activity. These are delivered in partnership with NHS Derby City. In addition to this, there is a range of additional information on the website which all young people in the city have access to.
