Smash Up is based on creating a new image for badminton
SMASH UP! BADMINTON targets 13- to 16 year-olds and aims to break the perception of badminton as something that happens in church halls for ‘fuddy duddy’ older people. To attract younger audiences wanting a less formal way to play, Badminton England created a ‘music and mates’ environment and branded the related social media activity as Racket Heads to appeal to the youth market. In particular, it specifically separates this version from the more structured PE lesson experience of badminton. Small things like allowing participants to have their mobile phones with them to take breaks to use social media means they feel as though they’re not missing out on their
social lives while being at a session. The way instructors blend into the session – rather than stand out at the front giving instructions – is also a key part of the programme. They provide ideas and facilitate the sessions, giving the young people ownership and allowing them to shape the session their way. George Wood, from Badminton
England, said: “Smash Up! has been focussed on taking what’s great about badminton and presenting it in a way that really engages young people looking for a relaxed, casual way to play. It’s as much about music, mates and having a laugh as it is about sport and 1,500 sites have already taken it up.”
Be yourself with Morning Gloryville
MORNING GLORYVILLE gets people active by bringing exercise to an existing group of club-loving party people. Created by two event producers, it plays to the strength of those who dance into the night and challenges those who fall out of bed reaching for the alarm. With the likes of ‘rave your way into the day’ events, the project provides the dance floor, music and the coffee – the rest is up to participants. Samantha Moyo, founder, said:
“It’s about letting people experience something new. People spend all day not being themselves at work – we want to change that.” To see Morning Gloryville in action, visit:
http://lei.sr?a=h7a5m
to then design and deliver the type of experiences young people are looking for. As a general rule, young people are looking
for experiences that are: ■ Interactive – using technology where and when possible
■ Social – maintaining social lives and making connections with other like- minded people
■ Rewarding – giving them something back ■ Personalised – tailored and able to make/create their own
■ Inspiring – unique, different, something they can be proud of
■ Creative – allowing them to create their own version of sport
However, our insight has taught us that the way these should be applied differs depending on the audience group. As a result, one of the outputs of our work is a series of “design principles” for the key youth audiences. For example, the more functional audience is looking for activities they recognise as providing the benefits they
are after and they want to see results. The principles are the questions that any delivery plan should be able to answer if it’s to provide the right experience for young people – “will it give me what I want?”, “will I see results?”. There are already some great examples
of national governing bodies, colleges, universities and sports projects taking a different approach to engaging young people – designed around their needs rather than sport’s. Oldham College, for example, is
advertising rock climbing to performing arts students as a way of building upper body strength and overcoming a fear of heights to help them to work in theatre production and set rigging. Meanwhile, South Essex College is linking up with the Peter Jones Business Academy and offering golf coaching to business students who recognise that many deals are made during an 18-hole round. In other colleges, health and beauty course tutors are supporting
sportsmanagement.co.uk issue 4 2014 © Cybertrek 2014
their students to recognise the benefits of being fitter for a profession that can be physically demanding. People are now putting the functional first. And then there’s badminton – which has successfully recreated itself around the needs and wants of young people with its Smash Up! programme for 13- to 16-year olds (see pp. 54-56 to read more on grassroots badminton). Insight is beginning to change the way sport is planned and delivered across the UK. Those responsible are now diving into the detail deeper and further than ever before in the pursuit of interventions which make a guaranteed and lasting impact. We should all be placing insight at the heart of everything we do. l
Find out more
W:
www.sportengland.org/youthreview E:
James.radford@sportengland.org T: 0207 273 1895
41
PIC: © ALICE PEPERELL
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92