REFRAMING SPORT FOR TEENAGE GIRLS - Women In Sport

REFRAMING SPORT FOR TEENAGE GIRLS:

A Guide to Applying the 8 Principles for Success

THIS GUIDE...

X Is the second in a series to support the sport sector to reframe sport for teenage girls. Before using it, make sure you have identified your target audience of girls and have a deep understanding of their needs by using our Guide to Understanding Your Audience.

X Is for sport and exercise providers who wish to enhance their existing programmes and/ or develop new initiatives for teenage girls.

X Provides ideas and inspiration of how to put the 8 Principles for Success into action to make sport and exercise more relevant and meaningful to girls' lives.

X Can be used flexibly and creatively; for example, you could use it to: ? check and challenge your existing offer for teenage girls; ? interrogate your messaging and marketing to teenage girls; ? run a workshop with key staff who design and/or deliver sport to teenage girls.

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SOLUTIONS SHOULD BE GIRL-CENTRED

Teenage girls should always be at the heart of your thinking!

It's important to put your own experiences of sport and physical activity aside and see the world and your offer through their eyes.

Do this by:

? creating personas;

`DISENGAGED' NAOMI

Naomi is 14 years-old and lives in Manchester and currently attends a girls school. She lives with her mum and two younger siblings, Misha and Jaden. Her mum works as a carer and has very little time to exercise or be physically active, although she has a very busy and active job. She has encouraged all her children to work hard at school, so Naomi prioritises her studies over almost everything else in her life.

Naomi has never really been into

Her younger brother is really

exercise or playing sport and never `sporty' and takes part in after

EMPATHY MAP TEMPLATE

felt like she could keep up with

PERSONA the `sporty'(gtairlrsgaettscahuodoli.eSnhceeh)as really negative memories of PE class, embarrassing moments like falling off apparatus and always

school clubs with other boys and Naomi admires his competitive spirit. Her sister Misha is fairly active as well and plays on the school netball team once a week.

being picked last for things. She

Naomi is more academic, so

feels that school sport is far too

doesn't have much in common

1.

WHAT

DO

THEY

HEAR

ABOUT

SPORT & EXERCISE? serious and competitive and that

with

her

brother

and

sister.

she was never as good as everyone

(from friends, family, teachers, coacheesls,eininflhueernclcaessr.s?)

Naomi has a small group of close

friends that she enjoys spending

She feels really self-conscious

time with doing every day things,

about the way she looks and feels

like hanging out at each other's

like everyone is watching her in PE, houses and going shopping. Her

especially as she has a larger build

mum works evenings sometimes

2. WHAT DO THEY SEE

than most of her friends. She often and is quite protective over her

3. WHAT DO THEY makes excuses of feeling sick or

children and doesn't like them

WHEN WATCHING SPORT & EXERCISE?

SAY ABOUT SPORT & forgetting to bring her PE kit, so

being away from home too much.

she doesn't have to take part.

EXERCISE? Naomi spends a lot of her time

(what does she see in her environment and in the media, what does she see others saying and doing?)

(what have we heard her say, what can

@womeninsport_ukwe imag#inRe heefrrasamyining?g)Sport

chatting with friends on social media, watching Netflix with the family, doing homework and revision and visiting her aunt, who looks after her when her mum is at work.

Playing sport isn't a priority for Naomi but she would like to be a bit more active, as she feels this could help her connect better with her siblings. She knows doing exercise is important but it's just not something she's ever been interested in, and is scared to do based on her previous experiences. She wouldn't even know where to start.



? developing an empathy map;

4. WHAT DO THEY THINK & FEEL ABOUT SPORT & EXERCISE?

(what is important to her, what occupies her thoughts, what are her worries and aspirations?)

5. PAINS (what are her fears, frustrations and obstacles)

6. GAINS (what are her wants, needs and hopes)

? defining the behaviour change you want to see;

@womeninsport_uk #ReframingSport

and use the above to inform the design and delivery of your offer.

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MAKING SPORT RELEVANT TO TEENAGE GIRLS

MEET HALIMA

Developed with teenage girls, the 8 Principles for Success will help you to...

REFRAME

sport in the mind of girls as something that inspires and motivates

REDEFINE

their experience, to be broader and better than what they've ever experienced at school

REINFORCE

the enjoyment of physical activity and sport, and how it adds real value to their lives

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THE 8 PRINCIPLES FOR SUCCESS

1 2 3 4

NO JUDGEMENT

Take pressure off performance and give freedom simply to play.

5

BUILD INTO EXISTING HABITS

Tap into existing behavious in other spheres.

CLICK ON

i

A PRINCIPLE

TO LEARN MORE

INVOKE EXCITEMENT

Bring a sense of adventure and discovery.

CLEAR EMOTIONAL REWARD

Reframe achievement as `moments of pride', not winning.

OPEN EYES TO WHAT'S THERE

Redefine sport as more than school sport.

6 7 8

GIVE GIRLS A VOICE & CHOICE

Allow girls choice and control to feel empowered.

CHAMPION WHAT'S IN IT FOR THEM

Make it much more than just about health.

EXPAND IMAGE OF WHAT `SPORTY' LOOKS LIKE

Create truly relatable role models which inspire.

Source: Women in Sport (2019) Reframing Sport for Teenage Girls: Building Strong Foundations for their Futures

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