Engaging with Young BME communities

Halima Khan

Sporting Equals 13th January 2015

Objectives

►Gain a better understanding of issues relating to BME and ethnicity to promote participation and inclusion

►Gain some practical tips to attract and engage BME communities into sport

Sporting Equals

►Charity – Promoting ethnic diversity across sport and physical activity – Empowering communities– Healthier communities– Community cohesion

►Network of 5000 BME organisations

►National Partner of Sport England and Sport Scotland

►National Partner of Age UK

Sporting Equals► Set up in 1998 - Independent Charity status in 2006

► Overall aim to get more BME people involved in sport and physical activity

Participation Volunteering Employment

Activity

How would you describe the following:

► A Model► Footballer► Athlete► Doctor’s receptionist► Beauty Therapist

A Model

Dawn French has her own clothing range which she models.

Jean-Paul Gaultier shook the modelling world in 2006 using outsized models.

FootballersWomen’s Scotland Football Team

The S.F.A. supports six international disability squads for players with differing kinds of disabilities. These are: Blind, Partially Sighted, Deaf and Hearing Impaired, Cerebral Palsy, Learning Disabilities, Amputee.

The teams all receive official kit, a physio, a fully-trained technical advisor, and money towards travel costs for attending European and World Championships.

Athletes

Tanni Grey Thomson

9 Gold Medals in the Paralympics, 30 world records 6 London Marathons

Libby Clegg, who is visually impaired, won Scotland's first athletics gold of Glasgow 2014.

Sumo Wrestling

A competitive contact sport which originated in Japan the only country where it is practiced professionally.

Doctor’s Receptionist

Frank

Beauty Therapist

Kurt

Diversity

“Recognises the fact that everyone is different and unique. These differences include visible

differences and less visible differences such as our values, beliefs and life experiences which

highlights our individuality”

Key Headlines

The BME population is growing and changing (just under 20% now)

People identify themselves with faith as oppose to ethnicity

Different variables within this audience profile - e.g. age – significant young BME population in England

Only 3% of Qualified coaches are from BME backgrounds.

Fewer than 1 in 5 members of some BME communities are participating in physical activities as frequently as once a month but there is evidence of significant latent demand

An extensive and growing BME sports sector exists that NGBs and sports providers can tap into

Young People’s lives

The above snapshot gives an indication of the average lifestyle of the modern young person. Whilst similar in many ways, they differ in other parts of life.

BMEs are more likely to have associate themselves with a religion and more likely to practice that religion regularly, and more likely to feel religion plays an important part in their life.

► Young BME groups as a whole engage with both mainstream and ethnic media

► Ethnic media has successfully proliferated in the UK, especially digital TV/Radio and social media

► There are around 50 different Asian TV channels across different genres, ethnicities and religions catering to multiple tastes

► Black media is more scarce and less stable, although The Voice newspaper remains the most established.

Our understanding of BME youth patterns highlight that the demand for information and technology is just as high as White British

young people

Media

POPULATION OF THE UK'S FIVE LARGEST ETHNIC MINORITY GROUPS

8 million people or 14% of the UK population belong to an ethnic minority

The 5 largest distinct minority communities are (in order of size): Indian, Pakistani, Black African, Black Caribbean and Bangladeshi

UK Ethnicity

With the exception of the Black African community, minorities overwhelmingly believe they have a UK-centric identity

UK Identity

Case Study – Young Indian Males

Case Study – Young Indian Males

Challenges and Barriers

Describe some of the Issues to participation for Young BME groups that

you are aware of in your community

Activity – In groups (10 minutes)

BME Attitudinal

Organisational

Cultural

Social and Economic

Increase BMEParticipation

In Sport

Our Approach

Key Barriers

Engaging faith communities

Community Engagement building stronger relationships

Faith Centre Model

The importance of parental engagement

Ethnic Media

Specific Messaging

Cultural Events

Models of Engagement

Case Study 1 - Nishkam Centre

Tennis Activator – Nishkam Faith School

Sporting Equals, Lawn Tennis Association and Tennis Foundation working collaboratively to deliver grassroots participation for young school children.

Working with families, faith centre and sports providers to champion physical activity and help combat health inequalities within inner city Birmingham. The Sporting Equals faith centre model was pivotal in inspiring NGB and foundation.

Key Achievements include:

1.Creating sporting opportunities within trusted community organisation2.Developing the faith and sport connection3.Supporting disengaged communities to take part in physical activity4.Educating parents and children of sports availability and benefits5.Increasing the number community volunteers to lead on Tennis

Case Study 2 – West Riding County FA

Sporting Equals and West Riding County FA hosted a ‘Referees Workshop’. Hosted at the Khidmat Centre in Bradford, a facility familiar to most of the South Asian community and Mosque users. Flyers and adverts were distributed at local community centres, faith centres

Key interventions and impact

1.Feeding into an existing project helped increase numbers.

2.Using taster session as participants get a feel of the course

3.Delivering at a community facility forges better links with the community for future work

4.28 referees recruited on to BME course in August.

Contact Details

Halima Khan

National Projects Manager  

hkhan@sportingequals.org.uk

0121 777 1375

www.sportingequals.org.uk