23
1 ACTIVE KIDS Second Voucher - Briefing Dr Phil Hamdorf - Exec. Director Sport Development Group David Cushway - Director Active Kids Program 12 June 2019
1
ACTIVE KIDSSecond Voucher - Briefing Dr Phil Hamdorf - Exec. Director Sport Development Group
David Cushway - Director Active Kids Program
12 June 2019
22
ACTIVE KIDS BRIEFING
► Program overview
► 2019 Program Update
► Second Voucher – 1ST JULY
► Program data - access to data
► Current engagement strategies
► Current provider issues
► Marketing: Active Kids Second Voucher
► Questions
33
PROGRAM OVERVIEWObjective
To increase participation of school-enrolled children residing in NSW in sport and active recreation to contribute to reducing the prevalence of childhood overweight and obesity in NSW.
Key Facts
➢ Active Kids launched 31 January 2018
➢ Initial program funding 2018–2021 (extended to 2022)
➢ Universal program - no means testing
➢ Pre-launch Target - 45% of 1.2 million children in NSW
➢ Current vouchers issued in total: Over 1,300,000➢ 2018 - 671,756 vouchers issued
➢ Current redeemed vouchers in total: Over 1,050,000➢ 2018 - 545,402 vouchers redeemed
➢ Total expenditure (vouchers) $103,715,000
➢ Average voucher redemption $99
➢ Over 10,000 approved providers
6
7
8
SCHOOL ENROLMENT BY SIZE
9
► From 1 July 2019
► A second annual $100 Active Kids voucher will be available
► All vouchers are valid to 31 December
► Vouchers continue to be transacted in the same way
► New business rules (terms and conditions to be updated)
► One voucher available from 1 January
► Second Voucher available from 1 July
► The two vouchers cannot be used as a single $200 transaction for
the same sport/activity
► Second voucher can be used for a different activity with the same
provider e.g.:
► dance class in Term 3 and another class in Term 4
► a winter competition and a summer competition
SECOND VOUCHER
10
11
Providers
► The second $100 Active Kids voucher will be available from 1 July to 31 December.
► The intention of the second voucher is … TO INCREASE PARTICIPATION …. Put simply, we want the kids to try another sport/activity or a second term of an existing sport/activity.
► New marketing assets will be available to help providers promote the changes.
MESSAGES
12
DIRECT INTERVENTION STRATEGY
► Direct engagement with school communities in targeted CALD, indigenous and remote locations.
► Identifying barriers to participation and voucher creation including;• Technology and internet access• Literacy (including computer literacy)• Identification challenges (e.g. Refugee and
Indigenous Medicare Issues)• Cultural understanding, priorities, and resistance
to participation in extra-curricular sport and active recreation.
• Transport and logistics• Family structures
► Working with Dept. of Education and Schools to support facilitated voucher creation.
► Engaging with sports/activity providers to deliver extra-curricular programs utilizing available public assets.
13
► Updating insurance – don’t get suspended
► Working with Children Check – for all employees/volunteers
► Adding additional programs/activities – must be compliant
► Change of delegates – club responsibility
► Short payments – one redemption for one voucher
► Price increases – must be reasonable
► No intensive programs (unless approved)
CURRENT PROVIDER ISSUES
14
ACTIVE KIDSMarketing and Communications
Sherilee Hemers - Marketing Officer - Active Kids
15
AGENDA
► Marcomms timeline for Active Kids campaign
► Updated branded assets
► Campaign one – voucher two (aware)
► Campaign two – at-need communities (unaware)
► How your club or SSO can get involved
16
MARCOMMS TIMELINE
► Treasurer’s announcement – 15 June
► Office of Sport website – 15 June
► Branded assets updated – 15 June
► Campaign one (aware) launched – 1 July
► Sporting clubs/SSOs channels – 1 July
► Campaign two (unaware) launched – Mid-late July
► Cost of Living campaign - ongoing
18
Audience ► Parents, carers and guardians of school-enrolled children ► Aware of the program► Have already claimed and/or redeemed voucher one
Channels► Office of Sport owned channels
o Targeted EDMso Social mediao Newsletters
► Ministerial media announcement► SSOs and sporting clubs channels► Partnerships with Health and Education
CAMPAIGN ONE - AWARE
19
Audience ► Low voucher uptake► Regional and CALD communities► Geo-targeted to the following LGAs:
1) South West Sydney 2) Southern NSW 3) Far West NSW
Potential channels► OOH advertising
o Retailo Train stations
► Digitalo Social platforms
► Press o In-language publications o Indigenous publications
► Radioo Ethnic radioo Regional radio
CAMPAIGN TWO - UNAWARE
20
21
HOW YOU CAN GET INVOLVED
► Case studies for Minister and Office of Sport
► Imagery
► Partnerships/ambassadors
► Using our branded assets
22
THANK YOU
