Some slides from our workshop on the realities of working to promote health with men through football. All work undertaken was at Everton Football Club.

1. The Realities of Promoting Men's Health:
A Case Study from Everton FC's
Community Football Programme
Dan Parnell, University of Derby
Kathryn Curran, Liverpool John Moores University

2. 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”

3. Stadium Business Awards, Best
Community Scheme in Europe High Sheriff’s Award, Kickz
MBNA Northern
Sports Award, Best
Grassroots Club
Programme Golf Foundation – ‘The
Mackenzie Award’ for
‘Road to Wentworth’
National Sports Industry Awards, MBNA Northern Football
Community Programme of the Year – Award, Community
Disability Programme Scheme of the Year
North West Public Health Award,
Imagine Your Goals Mental Health
Programme

4. The Partnership 2006
Everton Active Family Centre (EAFC) 2008

5. Men’s Health Programmes
Premier League Health: Men 18-45 years
Fit Fans: Men 50+

6. 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).

7. 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)

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

9. “Hummmm... I want to learn
about the challenges and
the issues…and the
implications and future
recommendations.”

10. CASE STUDY 1

11. 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)

12. 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 Liverpool Primary Care Trust
• Local Hospital Promotion
• Mental Health Health Related Charities
• Physical Activity and Obesity Local Hospital
• Sexual Health
• Smoking Cessation Liverpool City Council

13. 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.

14. What were the challenges?
Men did not wish to engage in health related behaviour on
match days with health professionals
Men gathered around
player car park
Smoking Cessation
service staff and
information stand were
ignored

15. What worked?
Subtle, humorous and non-invasive messages
more welcomed and successful

17. Implications and Recommendations
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…

18. CASE STUDY 2

19. What did I do?
Recruited and engaged with homeless men and men recovering
from drug and alcohol addiction

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

21. What worked?

22. 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)

23. The Power of the Brand
“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.”

24. What were the challenges?
Regular engagement and adherence posed a
real challenge for the participants
Three dominant themes emerged which
explained irregular and/or non attendance....
Economic Environmental Social

25. Implications and Recommendations
• 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

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

27. Health Promotion Older Men: Intervention
Delivery:
1-2-1 support
personal
realistic
simple goal setting
To create:
behaviour & lifestyle change
From baseline ongoing 6 weekly measures :
• RHR, BP, BMI
• Lifestyle Changes
• PA & Food Diaries
• Abdominal circumference

28. Working with men: The role of the practitioner
What characteristics would a perfect practitioner need?
psychology behaviour change rapport
caring
informed
special
health populations
multi-skilled practitioner collects data
counselling skills

29. 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

30. 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)

31. 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...

32. Search for us – The Community Football Hub
Connect with us on Facebook
Follow us on Twitter @ComFootballHub
Email us: TheCommunityFootballHub@gmail.com
Dan Parnell Kathryn Curran
School of Science Research Institute for Sport &
University of Derby Exercise Sciences
e: d.parnell@derby.ac.uk Liverpool John Moores University
w: www.derby.ac.uk e: k.m.curran@2010.ljmu.ac.uk