sports stadium and community healthec.europa.eu/health/ph_determinants/socio...• tobacco...
TRANSCRIPT
WORKING ACROSS WORKING ACROSS GREATER MERSEYSIDEGREATER MERSEYSIDE
The HoM ALLIANCEThe HoM ALLIANCEHoM is financed by Sefton PCT and all staff employed by them.
• 5 Merseyside PCTs
• 6 Local Authorities
• Population 2 million
The Healthy Stadia The Healthy Stadia BackgroundBackground
Disasters in English football grounds led to a review of safety (the Taylor report) and to the concept of Healthy Stadia
At the same time a whole settings approach for health interventions was developed in which changes are made to improve health where people live and work
In 2006 this led HoM to look to develop the Healthy setting approach within sports stadia
But why did we feel that this was a potential new setting?
MILLIONS OF PEOPLE ACCESS SPORTS STADIA
• Supporters
• Employees
• Conferences/Meetings
• Schools
TRADITIONALLY LOCATED TRADITIONALLY LOCATED IN LESS AFFLUENT AREASIN LESS AFFLUENT AREAS
• Surrounded by dense, low quality housing
•Stadia often central hub of communities
•Strong loyalty to the club/stadia by the surrounding community
TARGET AUDIENCETARGET AUDIENCE
• Traditionally - high percentage of fans are working class
• Traditionally high percentage of fans are middle age men
• These groups are traditionally hard to target with healthy lifestyle messages
• These groups traditionally do not access health care services
DISPARITY IN SERVICESDISPARITY IN SERVICESFOR THE PLAYERSFOR THE PLAYERS……
State of the art indoor and outdoor training facilities, gyms, healthy catering, smoke free, first class medical services
FOR THE FANS AND FOR THE FANS AND COMMUNITYCOMMUNITY……..
SPORTS MARKETING OF SPORTS MARKETING OF UNHEALTHY PRODUCTSUNHEALTHY PRODUCTS
Sport generally linked with unhealthy products – fast food, carbonated drinks, alcohol, games consoles etc
A STADIA SETTING HAS A STADIA SETTING HAS POTENTIAL TO POTENTIAL TO
INFLUENCEINFLUENCE• Tobacco Consumption• Physical Inactivity• Nutrition• Urban Regeneration• Alcohol• Mental Ill Health• Health Inequalities
HEALTHY STADIAHEALTHY STADIA
“A healthy stadium is one which promotes the health of visitors, fans, players, employees and the surrounding community. It is a place where people can go to have a positive, healthy experience playing or watching sport and which promotes positive healthy opportunities in it’s surrounding community”
WORKING WITH SPORTS WORKING WITH SPORTS STADIA ON MERSEYSIDESTADIA ON MERSEYSIDE
PLEDGE TO BECOME PLEDGE TO BECOME HEALTHIER STADIAHEALTHIER STADIA
“To work towards a stadium that promotes the health of visitors,
fans, players, employees and the surrounding community.
“To be a place where people can go to have a positive, healthy
experience playing or watching sport.”
Commitment to Commitment to PartnershipPartnership
SPORTS STADIUM
Local Health Services
Environmental Services
Local Retail Community
Transport Authorities
Consumer Organisations
Food and drinks
Industry
Urban Regeneration
Local Government
OUTCOMESOUTCOMES• 4 of the 6 stadia fully embraced the concept
• All 4 now have established steering group driving the project in their stadia
• Stadia committed to the Greater Merseyside Food Charter for their conferencing and banqueting menus and staff canteens (http://www.heartofmersey.org.uk/foodcharter/?page_id=3).
• Stadia now promoting the fruit and vegetable 5-a-day message to supporters and visitors.
OUTCOMESOUTCOMES• Sports Stars promoting and associating themselves with the concept
• Players’ diets and healthy eating messages are included on the club websites in a ‘Healthy Stadia’ section.http://www.liverpoolfc.tv/club/healthy.htm
• Club plans for new stadium developments will include improved opportunities for offering healthier choices for supporters
OUTCOMESOUTCOMES• Stadia now deliver initiatives aimed at increasing physical activity in children through various community schemes
•Green Travel Plans are being developed in some stadia and cycle storage is now available at some sites
•Local health walks have been developed from stadia.
•All stadia are committed to becoming smoke free and are now looking to support those wishing to quit smoking
HEALTHY STADIA HEALTHY STADIA REPORTREPORT
Full reports available to download on the Heart of Mersey website
www.heartofmersey.org.uk
EUROPEAN PROGRAMMEEUROPEAN PROGRAMME• A successful proposal for a Sports Stadia and Community
Health project was made to the European Union, in the framework of the Public Health Programme.
• Commenced 1st July 2007
• Partners across Europe Including:
• UK Netherlands
• Italy Spain
• Finland Poland
• Latvia Sweden
• Greece
• 36 collaborative partners
GENERAL GENERAL OBJECTIVESOBJECTIVES
1. Demonstrate potential impact that sports stadiums can have on community health
2. Change approaches of stadiums in favour of promoting healthier practices and increasing their social responsibilities.
3. Apply a healthy settings approach, as previously adopted in schools, workplaces, cities etc., to sports stadiums.
4. Bring together a wide range of sports clubs and stadiums to share their experiences in promoting healthy lifestyles.
5. Recruit as many European Healthystadia as possible, reflecting a variety of sports and use the high profile and brands to reach large audiences and promote health messages.
SPECIFIC OBJECTIVESSPECIFIC OBJECTIVES
1. Explore current good practice at stadia in promoting good health
2. Make recommendations for sports stadia to become health promoting
3. Develop and pilot a Healthystadia toolkit in varying European settings
4. Organise an international Healthystadia conference
5. Establish a Healthystadia network across participating European countries
6. Create and then raise awareness of the European Healthystadia brand
7. Achieve media coverage and the support of key sports advocates
Work PackagesWork Packages
• Project Coordination To ensure the project is delivered and that all the work packages meet their objectives and outputs
• DisseminationDisseminate the results and promote their exploitation
• EvaluationMonitor and evaluate the process of the project and assess the output of the project against the measurable objectives
Work PackagesWork Packages• Audit of Current Good Practice
collation, summary and assessment of current practice which promotes community health at sports stadia across Europe
• Developing a websiteA website will be developed to promote the project and to aid dissemination and evaluation www.healthystadia.eu
• Develop and Pilot a Healthy Stadia ToolkitA new European Healthy Stadia Toolkit will be developed to support partnership development and inform stadia partnerships on the steps required to make specific health improvements.
• Organisation of international conference
Time ScalesWork-
package
Work package title Lead partner Number of person days
Starting date
Ending date
WP 1 Coordination of the project Sefton Primary Care Trust, Heart of Mersey
576 M 1 M 30
WP 2 Dissemination of the results Medical University Lodz 180 M 6 M 30
WP 3 Evaluation of the project University of Pavia 183 M 1 M 30
WP 4 Audit of Existing Good Practice
International Sport Projects Association, Oravais
152 M 1 M 22
WP 5 Developing and maintaining a website
Andalusian Centre for Sport Medicine 152 M 1 M 28
WP 6 Develop and Pilot a Healthy Stadia Toolkit Province of Flevoland 598 M 9 M 24
WP 7 Organisation of international conference
Sefton Primary Care Trust, Heart of Mersey
98 M 6 M 26
FUNDINGFUNDING
• GLOBAL COST:
• Total Project Funding approximately -885,000 Euros
• EC funding @ 60% - 530,000 Euros
FURTHER FURTHER INFORMATIONINFORMATION
• Websitewww.heartofmersey.org.uk
• Email [email protected]
• Telephone+44 (0)151 9287820
This paper was produced for a meeting organized by Health & Consumer Protection DG and represents the views of its author on thesubject. These views have not been adopted or in any way approved by the Commission and should not be relied upon as a statement of the Commission's or Health & Consumer Protection DG's views. The European Commission does not guarantee the accuracy of the dataincluded in this paper, nor does it accept responsibility for any use made thereof.