Dan Parnell, University of DerbyKathryn Curran, Liverpool John Moores University

The Realities of Promoting Men's Health: A Case Study from Everton FC's Community Football Programme

2008 Mission Statement“To motivate, educate and inspire by harnessing the power of football and sport to change lives within our community”

2013 Mission Statement:“Through the positive promotion of sport, physical activity and the brand of Everton Football Club, we are committed to provide high quality, accessible participation and development opportunities that positively change lives and bring enjoyment to our communities”

Golf Foundation – ‘The Mackenzie Award’ for ‘Road to Wentworth’

High Sheriff’s Award, Kickz

MBNA Northern Football Award, Community Scheme of the Year

North West Public Health Award, Imagine Your Goals Mental Health Programme

MBNA Northern Sports Award, Best Grassroots Club Programme

Stadium Business Awards, Best Community Scheme in Europe

National Sports Industry Awards, Community Programme of the Year – Disability Programme

The Partnership 2006

Everton Active Family Centre (EAFC) 2008

Men’s Health Programmes

Premier League Health: Men 18-45 years

Fit Fans: Men 50+

Men’s Health in Liverpool

• More than half of Liverpool residents are residing within the 10% most deprived areas in the country (Noble et al., 2008)

• Life expectancy approximately three years below the national average (Liverpool Public Health Intelligence Team, 2009)

• Significantly higher rates for prevalence of cancer, coronary heart disease and stroke

• High smoking prevalence

• One of worst areas in England for alcohol related health disorders (Liverpool City Council, 2010)

• Liverpool residents have the lowest overall mental wellbeing score in the North West of England (Deacon et al., 2010).

Methods

6 years (2006-2012) of applied immersed research

- Ethnography (Hammersley and Atkinson, 2007)

- Reflective diaries & field notes (Krane and Baird, 2005)

- Observational research (Hammersley and Atkinson, 1983)

- Interviews (Fontana and Frey, 2005)

Health Promotion Men (18-45yrs)(2008 onwards within EAFC)

“Hummmm... I want to learn about the challenges and

the issues…and the implications and future

recommendations.”

CASE STUDY 1

Why did I do it?

Sport and sports stadiums have a wider role in transmitting health messages to men and even helping to deliver health services

More evidence of the impact of Football in the Community health engagement programmes and men’s health engagement in a non traditional/community setting is needed (Tacon, 2007; MHF, 2009)

What did I do?Six health themed match day events (season 2009/10). All aimed to create awareness and motivate men to adopt recommended health behaviours;

• Cancer Awareness• Local Hospital Promotion • Mental Health• Physical Activity and Obesity • Sexual Health• Smoking Cessation

Liverpool Primary Care Trust

Health Related Charities

Local Hospital

Liverpool City Council

How did I do it?• Pre-match exposure: news stories on websites, social media, newspaper articles and e-mails to fans.

• Multimedia outputs: transmitted pre, post and during the match;•Bluetooth message, Stadium Announcement, Big Screen Images.

Other outputs: • Match day programme• Pitch side activities • Leaflets• Car air fresheners • Toilet stickers

• Health stand/vehicle in stadium grounds: experts were available on site for male fans to engage with should they wish.

What were the challenges? Men did not wish to engage in health related behaviour on

match days with health professionals

Smoking Cessation service staff and information stand were ignored

Men gathered around player car park

Subtle, humorous and non-invasive messages more welcomed and successful

What worked?

One size may not fit all… 

But.....

There IS a case for engaging men in health issues and messages at English Premier League Football Clubs!!!!

The use of subtle, non-invasive multimedia messages, tangible and promotional materials and published health messages can have greater acceptance with men

Explore the use of humour…

Implications and Recommendations

CASE STUDY 2

Recruited and engaged with homeless men and men recovering from drug and alcohol addiction

What did I do?

Developing relationships, trust and rapport- included putting my tracksuit on and just ‘being around’/being ‘part of the furniture’

Developing an understanding

What worked?

The Power of the Brand

That was big [finding out the programme was delivered by Everton], that was big, that was a big, big, big thing that. That was just like winning the world cup, the champions league an everything all in one. It really was.” (Craig, 34).

“If it was ran through the NHS or PCT or somethin’ you’d probably look at it and not think anything of it, but coz it’s run by Everton you take more notice, you get involved.” (Gary, 42)

“Men come to the sessions regardless of colour allegiance, so we have both Everton and Liverpool supporters. However, what comes up again and again is that being able to say: ‘I train at Goodison Park’ is something that they boast about with their mates.”

The Power of the Brand

Regular engagement and adherence posed a real challenge for the participants

Three dominant themes emerged which explained irregular and/or non attendance....

SocialEnvironmental Economic

What were the challenges?

• Men’s Health practitioners should gain a greater understanding of the day-to-day existence of the target populations and recognise the challenges associated with the population whom they are engaging prior to programme implementation

• ‘Bottom up’ rather than ‘top down’ approach

Implications and Recommendations

Health Promotion Older Men (50+)(2010-2011)

Health Promotion Older Men: Intervention

From baseline ongoing 6 weekly measures :• RHR, BP, BMI• Lifestyle Changes • PA & Food Diaries• Abdominal circumference

realistic

1-2-1 supportpersonal

simple goal setting To create:

Delivery:

behaviour & lifestyle change

Working with men: The role of the practitioner

What characteristics would a perfect practitioner need?

caring

informed

multi-skilled practitioner

rapport

collects data

health

psychology

counselling skills

special populations

behaviour change

Characteristics & Skills of a Community Health Practitioner

Outgoing Good communicator Adaptable

Forward thinker & planner Punctual & Reliable

Organised Proactive Enthusiastic

Initiative Self motivated Leader & Motivator

Understanding Empathetic Patience

The role of the practitioner

Well say youse are teachers like aren’t youse really. You know what I mean, tutors sort of thing, so like if they’re alright, if they are sound [nice], then that’s half the battle, coz if you get a little shit or someone who thinks they’re better than ya, that will put people off goin(g).”

(Gary, 55)

Conclusion

Key:

-Football Clubs can be used to promote/communicate health related messages

-The Brand is powerful BUT...

-Practitioners must ‘go deep’ to really understand the issues facing (HTR) men

-Practitioners require a broad skill base to work with health promotion in men

-The challenge...

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Dan Parnell School of Science University of Derby e: d.parnell@derby.ac.ukw: www.derby.ac.uk

Kathryn CurranResearch Institute for Sport & Exercise Sciences Liverpool John Moores Universitye: k.m.curran@2010.ljmu.ac.uk