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University Sport: Australia's underutilised sporting resource
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Abstracts / Journal of Science and Medicine in Sport 12 (2010) e1–e232
are attempting to address some of these barriers through strategies such as “inclusiveness training and audit tools” and internal policy modification at both a community and organisational level. Conclusions: The findings reveal that taking action to increase participation levels amongst socially disadvantaged and diverse population groups requires an understanding of the “traditional” and context specific barriers to physical activity. And new challenges require innovative and tailored solutions. Sport and recreation organisations have begun providing participation opportunities that address cost and transport barriers but long term sustainability of these initiatives will need to be addressed. In the future organisations will also need to create opportunities for “indirect” participation such as coaching and administration in order to meet the goals of increasing social participation and improving wellbeing for those unable to participate more directly in sport and recreation. doi:10.1016/j.jsams.2009.10.187 187 University Sport: Australia’s underutilised sporting resource T. Jermyn Australian University Sport Australian University Sport is the governing body in Australia and has 42 university members. It has offices in Brisbane, Sydney, Melbourne and Perth and is responsible for the coordination of regional, state, national and international programs for university students. One of its primary roles is that of health promotion advocate and lobbyist for this crucial sector, and age demographic. This discussion will look at Australian University Sport the organisation and the sector, providing a brief commentary on what is currently provided in the form of programs and infrastructure. It will go on to discuss some of the many exciting initiatives being implemented at universities around Australia following the Crawford Review and finally look to consider the future and demonstrate what could be achieved if national/state sporting organisations, and health promotion policy groups identified and utilised the significant resources available to them through the university network. Some of these items include access to applied research and expanding on a students teaching and learning experience through active participation in the workplace. doi:10.1016/j.jsams.2009.10.188
188 Social marketing, communications and brand building B. Dixon 1,2 1 Treasurer, 2 Founder,
TAFISA “Life. Be In It.”
Australia has a long history of efforts to support health promotion and harm minimisation through social marketing efforts. As a fiercely sporting nation with a heavy investment in national sporting associations and major international events, the country has a real commitment to promoting the “Be Active 09” theme. As the Founder of “Life. Be in it.” thirty plus years ago with a “Live More of Your Life- Be More Active” community awareness campaign, we have learnt that social marketing, communications and brand building need to be fully aligned with facilities management, health promotion efforts and local community engagement. We need effective social marketing to relate to a number of trends:
trend toward urbanization around the world growing trend toward physical inactivity increasing fracturing of community life growing competition between cities increasing demand for additional services Increasing rates of depression
TAFISA is committed to the belief that Increased physical activity has a role to play in reducing the threat of three fundamental; challenges to community wellbeing: Increased obesity and weight related illnesses An explosion of health costs in ageing societies Increasing divisions between rich and poor Urban settings provide a decisive source for improving citizen’s quality of life and participation rate in physical activity and sport. Strategies to increase physical activity are the most effective weapon to combat obesity. TAFISA is developing an Active Cities, Active Communities program linked to an overall branding strategy under the title ACTIVE WORLD. The Active Launceston initial pilot funded by the Commonwealth Government, provides a detailed case example that sets out the relationship between social marketing, communications and the promotion of a more active community. Active Launceston is a community driven project aimed to improve the health and wellbeing of the people of Launceston through increased participation in physical activity. The Active Launceston project commenced in June 2008 with three objectives: (1) Identify and engage with relevant groups to coordinate, cooperate and commit to the goal of Active Launceston. (2) Enhance and increase the opportunities for the community’s participation in physical activity. (3) Identify and develop resources that support and monitor increased participation in physical activity.
Abstracts / Journal of Science and Medicine in Sport 12 (2010) e1–e232
are attempting to address some of these barriers through strategies such as “inclusiveness training and audit tools” and internal policy modification at both a community and organisational level. Conclusions: The findings reveal that taking action to increase participation levels amongst socially disadvantaged and diverse population groups requires an understanding of the “traditional” and context specific barriers to physical activity. And new challenges require innovative and tailored solutions. Sport and recreation organisations have begun providing participation opportunities that address cost and transport barriers but long term sustainability of these initiatives will need to be addressed. In the future organisations will also need to create opportunities for “indirect” participation such as coaching and administration in order to meet the goals of increasing social participation and improving wellbeing for those unable to participate more directly in sport and recreation. doi:10.1016/j.jsams.2009.10.187 187 University Sport: Australia’s underutilised sporting resource T. Jermyn Australian University Sport Australian University Sport is the governing body in Australia and has 42 university members. It has offices in Brisbane, Sydney, Melbourne and Perth and is responsible for the coordination of regional, state, national and international programs for university students. One of its primary roles is that of health promotion advocate and lobbyist for this crucial sector, and age demographic. This discussion will look at Australian University Sport the organisation and the sector, providing a brief commentary on what is currently provided in the form of programs and infrastructure. It will go on to discuss some of the many exciting initiatives being implemented at universities around Australia following the Crawford Review and finally look to consider the future and demonstrate what could be achieved if national/state sporting organisations, and health promotion policy groups identified and utilised the significant resources available to them through the university network. Some of these items include access to applied research and expanding on a students teaching and learning experience through active participation in the workplace. doi:10.1016/j.jsams.2009.10.188
188 Social marketing, communications and brand building B. Dixon 1,2 1 Treasurer, 2 Founder,
TAFISA “Life. Be In It.”
Australia has a long history of efforts to support health promotion and harm minimisation through social marketing efforts. As a fiercely sporting nation with a heavy investment in national sporting associations and major international events, the country has a real commitment to promoting the “Be Active 09” theme. As the Founder of “Life. Be in it.” thirty plus years ago with a “Live More of Your Life- Be More Active” community awareness campaign, we have learnt that social marketing, communications and brand building need to be fully aligned with facilities management, health promotion efforts and local community engagement. We need effective social marketing to relate to a number of trends:
trend toward urbanization around the world growing trend toward physical inactivity increasing fracturing of community life growing competition between cities increasing demand for additional services Increasing rates of depression
TAFISA is committed to the belief that Increased physical activity has a role to play in reducing the threat of three fundamental; challenges to community wellbeing: Increased obesity and weight related illnesses An explosion of health costs in ageing societies Increasing divisions between rich and poor Urban settings provide a decisive source for improving citizen’s quality of life and participation rate in physical activity and sport. Strategies to increase physical activity are the most effective weapon to combat obesity. TAFISA is developing an Active Cities, Active Communities program linked to an overall branding strategy under the title ACTIVE WORLD. The Active Launceston initial pilot funded by the Commonwealth Government, provides a detailed case example that sets out the relationship between social marketing, communications and the promotion of a more active community. Active Launceston is a community driven project aimed to improve the health and wellbeing of the people of Launceston through increased participation in physical activity. The Active Launceston project commenced in June 2008 with three objectives: (1) Identify and engage with relevant groups to coordinate, cooperate and commit to the goal of Active Launceston. (2) Enhance and increase the opportunities for the community’s participation in physical activity. (3) Identify and develop resources that support and monitor increased participation in physical activity.