SOCIAL IMPACT REPORT 2015 1

SOCIAL IMPACT REPORT 2015

CONTENTS

Bringing People Together To COMMUNITY Enrich Their Lives 2 Positive Change In Our Communities 4 Measuring Our Impact 6 Where We Make A Difference 8 IS NOT JUST Social Return On Investment 10 Our Programs 12 - NRL Respect 12 PART OF - NRL Learn 16 - NRL Health 20 Champions Aren’t Just On The Field 24 2016 Ambassadors 30 OUR GAME; Program Partners 31 IT IS OUR Appendix 32

GAME.

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SOCIAL IMPACT REPORT 2015

BRINGING PEOPLE TOGETHER TO ENRICH THEIR LIVES

Rugby League has produced This Social Impact Report – the first generations of legends and legendary of its kind for – outlines moments. Men, women and children the work we do and measures the who have inspired others to better impact we have throughout our themselves in their own communities communities. and through their own lives. Our communities are the Some of these moments occur on the foundations from which our field – from dusty rugby league fields game draws its strength. in far regions of the country, to the Our purpose in serving communities bright lights of major stadiums in is simple. To lead and inspire people our cities. of all ages and from all walks of life Many moments of real impact to be the best they can by providing however, occur away from the field, pathways and opportunities to live in our local communities. It is these positive, respectful and healthy lives. moments that connect our game and In doing so, we will continue to bring unite our fans like no other. people together and enrich their lives. Superstars like and Jenni- John Grant Sue Hoepper – with proud Indigenous Chairman, backgrounds who spend countless Commission hours in Indigenous communities and as part of programs such as School 2 Suzanne Young OUR ELITE AMBASSADORS AND PLAYERS SPEND MORE THAN Work and our All Stars week. Chief Operating Officer Retired greats like Dan Hunt and , who stand with us in helping to tackle bullying in schools and raising awareness and support of mental illness. , Our elite ambassadors and players 35 000 HOURS spend more than 35,000 hours OUTSIDE OF FOOTY COMMITMENTS IN OUR COMMUNITIES. outside of football commitments, working in their communities. They realise their impact and voice can go some way to helping improve the lives of many. 4 5

SOCIAL IMPACT REPORT 2015

POSITIVE CHANGE IN OUR COMMUNITIES

PRINCIPLES THAT GUIDE US

Our game and our voice are big, but we are by no means experts across the community initiatives we take part in and support.

That’s why it’s crucial we partner with leading experts across , New Zealand and the Pacific to help guide and support our campaigns. Three pillars define our work in the community, and guide the programs and initiatives we invest in:

NRL RESPECT NRL HEALTH

We are champions for developing We are a powerful voice for physical self-respect and social responsibility and mental health and wellbeing. to encourage inclusion and help build We promote the benefits of sport and cohesive communities. We speak up exercise to help people feel healthy, against bullying, violence, racism and positive and connected. any other form of discrimination.

NRL LEARN 255,392 We aim to inspire young people to SCHOOL CHILDREN WERE EDUCATED ON THE VALUE follow their dreams by promoting the RESPECT OF WELLBEING AND LIVING AN ACTIVE AND HEALTHY importance of study, education and working hard to achieve their goals. LIFESTYLE DURING THE MONTH OF FEBRUARY FOR We understand this is important from COMMUNITY CARNIVAL ACROSS 1,000 SCHOOLS the classroom to the locker room. AND 77 JUNIOR LEAGUES CLUBS

LEARN HEALTH 6 7

SOCIAL IMPACT REPORT 2015

MEASURING OUR IMPACT

The primary objective in measuring our work in the community is to effectively articulate the social, economic and environmental value that our community 969 programs contribute year on year. NUMBER OF SCHOOLS VISITED Being accountable through this evaluation will ensure that we better understand and strive to improve our practices to achieve better outcomes DURING COMMUNITY CARNIVAL for our community. That’s why we have chosen a well regarded methodology to understand, measure and value the impact of our programs in the community. 42,649KM DISTANCE TRAVELLED DURING COMMUNITY CARNIVAL 8 9

SOCIAL IMPACT REPORT 2015

FIJI WHERE SAMOA 3 WE MAKE A 41 2 DIFFERENCE The number of cultural groups engaged in Community programs in 2015

We are proud of the cultural diversity of our fans, members and players and those who volunteer, officiate and administer the game. Our community work starts from within – with the support of our clubs TONGA PNG and states. Together, we make 3,500 a difference by supporting members The number of school children in Papua New Guinea given Community 1 4 of the rugby league family and local Education resources communities.

Whether it is Roosters Against Racism or NRL Wellbeing in Alice Springs, we achieve a sense of inclusiveness as one community team, right across the country. NT Key: 17 QLD Approximate number 1112 of communities our programs are delivered in. NZ Source: NRL Football & NRL Community NORTH WA 4 7

SA NSW 6 1714 NZ ACT 12% SOUTH Indigenous players at the elite level VIC 8 4 35

TAS 1 42% Pasifika players at the elite level 10 11

SOCIAL IMPACT REPORT 2015

METHODOLOGY SOCIAL AND APPROACH RETURN ON The methodology utilised a six stage approach to measure the impact of the game’s work in the community and INVESTMENT engaged CSR Strategic Consulting to independently conduct the evaluation. Social Impact Reporting (SIR) is regularly used amongst not for profit The scope of this report assessed organisations and social enterprises the impact that three major NRL to better understand the delivery Community programs had on of social benefit to communities. their participants, partners and communities: SIR is a form of cost-benefit analysis that tells the story of how change »» NRL In League In Harmony is being created by measuring »» NRL School 2 Work social, environmental and economic »» NRL State of Mind outcomes, using monetary values. This analysis ultimately enables a The impact stages are as follows: ratio of benefits to be calculated. STAGE 1: SETTING SCOPE For example, a benefit ratio of 1:3 indicates that an investment of »» Specify evaluation objectives $1 delivers $3 of social value. and design The NRL has used the SROI Guide, »» Determine stakeholders, written by the UK Cabinet Office in resources, etc. 2009 and updated in January 2012 STAGE 2: MAPPING IMPACT as a basis for this report. The SROI Guide is a result of consultation with »» Map the program plan across the practitioners, members, academics Impact Map and others with an interest in social »» Develop outcome Indicators and environmental value, and STAGE 3: EVIDENCING OUTCOMES impact measurement and is globally regarded as best practice. »» Assign monetary values and financial proxies

STAGE 4: ESTABLISHING IMPACT

»» Adjust for deadweight and attribution »» Draw, interpret and justify conclusions

STAGE 5: CALCULATE SROI

»» Calculate the ratio

STAGE 6: REPORT, USE AND EMBED

»» Use and embed the results »» Disseminate the results to relevant groups 12 13

OUR PROGRAMS

Community groups participating in “I have learnt more about being NRL IN the program include: Culturally And respectful of other people’s Linguistically Diverse (CALD) youth differences and it made me in high schools, intensive English a better person.” LEAGUE IN centres, juvenile justice centres Program participant and junior leagues clubs. Our NRL Sir Joseph Banks High School 15yo HARMONY ambassadors work and engage with youth from all backgrounds across “One of the most beneficial parts of religion, gender, culture and social BUILDING COHESIVE the program is the way in which the backgrounds. COMMUNITIES THROUGH programs takes the message from the VALUES AND RESPECTFUL In 2015, more than 1,000 youth from classroom environment and apply it BEHAVIOURS 30 schools throughout New South in a practical Rugby League sense on Wales participated in the program – the field.” The NRL’s In League In Harmony (ILIH) our most successful year since the program aims to promote social Cobham Juvenile Justice Centre. program began in 2012. cohesion by tackling issues such as social disengagement, racism, gender The program has identified more than “Sport reflects and shapes the inequality and bullying. 200 Youth Ambassadors who are character of our society. Through our being further developed to become partnership with the NRL, we have Program participants take part in active leaders in their communities. an opportunity to develop a leading theoretical and practical classes Initiatives include students hosting example of what a civil society can over the course of seven weeks, with harmony events in their schools, do to promote social inclusion and NRL lessons designed to develop both combat racial discrimination.” volunteering at NRL Harmony Day rugby league and interpersonal skills events, and mentoring their peers. by acknowledging, appreciating and Dr Tim Soutphommasane celebrating the diversity amongst During 2015, the program delivered Race Discrimination Commissioner peers and the wider community. its inaugural In League In Harmony Youth Summit and was recognised at “It has provided students with a great RESPECT At the conclusion of the seven weeks, sense of the importance of teamwork, the Australian Multicultural Marketing students and participants host Awards for service to youth. setting goals, communication and a Harmony Day celebration and positivity. It has also provided students gala-day festival. Another highlight in 2015 included with the skills and confidence to learn the NRL forming a partnership with NRL ambassadors, including former new sports and make new friends with the Human Rights Commission, NRL players, help facilitate the students from the mainstream high through the In League In Harmony course and gala days, along with NRL schools.” program, to promote the Commissions teaching staff and project officers. ‘Racism. It Stops with Me’ campaign. Fairfield Intensive English Centre

FOR EVERY $1 WE INVESTED IN NRL IN LEAGUE IN HARMONY WE CREATED $5.44 OF SOCIAL VALUE w

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OUR PROGRAMS

350 HOURS THE NUMBER OF HOURS OF FACE TO FACE DELIVERY OF OUR IN LEAGUE IN HARMONY PROGRAM 16 17

OUR PROGRAMS

The transition rate from school- “The NRL School 2 Work Program NRL SCHOOL based studies to employment is 98% continues to be a highly successful - greater than the national average program that engages parents, of 62% for similar education and students and community. It provides 2 WORK employment outcome programs. positive educational and employment outcomes for all students involved, GIVING YOUNG INDIGENOUS Throughout 2016 and 2017, in their transition from school to STUDENTS THE CONFIDENCE the program will extend the workforce. The School 2 Work TO ASPIRE FOR MORE Program is very supportive and highly to support more than 500 contactable on all levels whether The NRL School 2 Work program participants right across communicating with students and supports and mentors young parents, schools or community.” Indigenous students to stay at school, the country. aspire to achieve their goals, and Susan Turnbull Partnering with businesses and assist in transitioning into further East Hills Boys High School education and employment. further education facilities has been key in transitioning students to the “The NRL School 2 Work program With the support of our clubs, the next stage of their life. provides us invaluable assistance with program has been supporting our Indigenous School Based Trainees. Indigenous youth since 2011 and has Our program has built strong First contact comes in the way of witnessed more than 300 students relationships with more than 30 referring students to our program participate in the program. Australian businesses to assist in this process. and the logistical support during the NRL recruitment process allows students “Dean has been enormous help to to meet the lengthy pre-employment me and ensures I maintain a balance requirements. Our trainees that are between football and my studies. a part of the S2W program really He has also helped me link up with benefit from the additional mentoring the Badanami Centre for Indigenous support. We work together to share LEARN Education at WSU who have been information and support the students great. It’s been tough maintaining a both at school, work and in the wider full study load with training and the community. The program staff make support and resources provided by my job easier and greatly contribute Badanami has been a big help and to the students’ success.” has also allowed me to mix with other Indigenous students.” Kate Russell Maxima Employment Tyrell Fuimaono Participant

FOR EVERY $1 WE INVESTED IN NRL SCHOOL 2 WORK WE CREATED $5.35 OF SOCIAL VALUE w

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OUR PROGRAMS

98%

THE TRANSITION RATE OF STUDENTS INTO EMPLOYMENT AND FURTHER EDUCATION IN NRL’S SCHOOL 2 WORK PROGRAM IN 2015 20 21

OUR PROGRAMS

Using the game’s profile – and its Stakeholder Outcomes significant Origin platform – the NRL STATE With one in two people affected by program is able to connect fans, mental illness in some capacity, our members, communities and players at communities are the single most OF MIND all levels around the issue of mental important stakeholder. NRL State health and tools and techniques that of Mind used one of the game’s BREAKING DOWN THE can play a positive role in Australia’s greatest platforms, along with its STIGMA AND CONNECTING most widespread health issue. COMMUNITIES AROUND reach through traditional and social The engagement of the game’s media, to develop a total campaign MENTAL WELLNESS elite playing group has been key circulation of 34 million people. In consultation with Australia’s leading in addressing stigma and shifting Qualitative feedback received through health experts, the NRL’s State of behaviour. Known as State of Mind online letters and surveys conducted Mind program aims to reduce stigma Ambassadors, these men and women at forums noted the power of the around mental illness by creating have a close personal connection to game to make a difficult topic more positive discussion and connection mental wellbeing, and are committed of a positive discussion. Our partners in our communities, and stimulating to encouraging our communities in the mental health arena noted the help-seeking behaviours by improving to improve their own mental health tremendous potential that exists for mental health literacy. literacy and seek help no matter how the game to connect, positively, with big or small the problem may be. the target audience most at risk – During the 2015 , young men. the NRL’s State of Mind program was “Footy players are perceived as these NRL launched in partnership with Lifeline, big tough guys that get out on the headspace, Kids Helpline and The field every week so if we shed a bit Black Dog Institute. of light on mental health issues and show that it’s not a weakness, then it might give other people the HEALTH motivation to seek help. If someone gets an injury they can see it and know it affects performance and it’s no different with your mental health. It’s about breaking down that stigma. It isn’t a weakness to have some mental health difficulties.” State of Mind Ambassador

FOR EVERY $1 WE INVESTED IN NRL STATE OF MIND WE CREATED $2.73 OF SOCIAL VALUE w

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OUR PROGRAMS

3.4m PEOPLE DIRECTLY REACHED ONLINE THROUGH THE GAME’S STATE OF MIND (MENTAL HEALTH) CAMPAIGN 24 25

OUR AMBASSADORS

CHAMPIONS AREN’T JUST ON THE FIELD

OUR FAMILY MEMBERS AT WORK

We love to celebrate the good things, the deeds that our players and community volunteers perform off the field. Our players and ambassadors willingly perform a staggering 35,000 hours in the community every year. Of course, some of the real champions in our game work at the grassroots level.

With the thousands of people who volunteer to coach a team, to teach in schools, referee a junior game, work in the canteen or take charge of the barbecue. These are some of their stories. w

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OUR AMBASSADORS

LUKE DOUGLAS CHRIS KIRKLAND DAVID GRAHAM Being a Champion for the Community Continuing to further Rugby League Using Rugby League to build a greater Connecting Education with Rugby League as an NRL Ambassador sense of Community to provide more Opportunities

An active member of the Gold Coast community since he The NRL’s Ambassador Program furthers the game’s As President and Captain-Coach of the Collarenebri As a music teacher at MacKillop Catholic College in the joined the Titans in 2011, Luke is passionate about his community impact by retaining and developing current Bulldogs in north-western NSW, Chris uses rugby league Northern Territory, 27-year-old David has transformed his role in the community, most notably his leadership in the and former NRL players to reach and engage as many to provide a greater sense of community both on-field school’s community using Rugby League as a platform for association between the Titans and the Down Syndrome communities as possible. A strong focus is given to and off-field. positive change. Association of . regional, rural and remote areas of Australia, New Zealand When Chris initially came to Collarenebri, the Bulldogs The founder of the MacKillop Sharks Rugby League Club, and the Pacific, where the game is often idolised, but The driving force behind Luke’s extensive involvement with struggled to field a single senior side. Today, the David has streamlined school and club teams to work where connection is more difficult. the disabled community is to honour his late mother, Trish, Collarenebri Bulldogs have three sides, which are the pride in partnership, so that students have every opportunity who worked as a teacher for disabled children throughout The Ambassador Program has taken Rugby League greats and joy of the community. His dedication to Rugby League possible to play, and be part of the game, in all its forms. her life. During the summer months, Luke spends his time across Australia, New Zealand and the Pacific to promote extends beyond his own club and the playing field, to Through his promotion of the NRL’s ‘Beyond the Goalpost teaching children with a disability how to surf. health and education messages including NRL Tackle providing guidance and training sessions for non-players Program’, countless students have had the opportunity Bullying, NRL Wellbeing and NRL Dream Believe Achieve to give them a healthy outlet to express themselves and “I’m not a Wayne Bennett but I to teach the kids a to referee and participate in Gala Days and at Northern to local communities. feel part of the local team. few things”, Douglas said. “With charity work, I’m pretty Territory club games on the weekend. Three MacKillop passionate about it. “This game has given me everything, and I feel very lucky to “Rugby League gives youth in the town something to strive College students were selected to referee at the recent have been involved for over 20 years. Community work and for. It works as a vehicle for different genders of all ages to Under 11’s Laurie Spina Shield event in Townsville as “My Mum was a teacher’s aide and worked with children assisting others is something within my DNA. I understand have a sense of purpose and community,” said Chris. a part of this program. with disabilities and I suppose it has rubbed off on me. that we are considered role models by the community, and She passed away a few years ago and I’m just trying to During 2015, Chris was recognised for his instrumental “Rugby League can really help kids in the Northern for this reason I’m proud to work as an NRL Ambassador”. – continue her legacy”. contribution and on-going dedication to Rugby League and Territory; it is such an important part of our heritage and Brett Kimmorley the Collarenebri community, by being awarded the game’s I have personally seen the positive changes in the lives In recognition of his efforts, Luke was this year awarded the National Volunteer of the Year. of these students as a direct result of playing and being Ken Stephen Medal – the highest honour awarded to involved in Rugby League,” said David. a current player in the field of community service. It has a long and prestigious honour roll dating back to 1988 In recognition of his commitment and passion, David was where the great Wayne Pearce was awarded the awarded the 2015 national Teacher of the Year for his inaugural medal. positive use of rugby league in the community. w

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OUR AMBASSADORS

NRL AMBASSADORS VISIT OVER 130,000 CHILDREN PER YEAR ACROSS AUSTRALIA, NEW ZEALAND AND THE PACIFIC 30 31

OUR AMBASSADORS

2016 AMBASSADORS PROGRAM PARTNERS

Based in many locations across Australia and New Zealand, our NRL We greatly appreciate the support of our wonderful partners, including funding Ambassadors are responsible for the delivery and implementation of Community provided by the Australian Government programs, Welfare and Education Programs as well as working across major events, sponsorship and the Premiership Season. The NRL Ambassador program consists of past and present Rugby League players who are passionate about using their profile to create a positive difference in the game. Ambassadors represent Rugby League at all times to promote a positive profile, brand awareness and perception of Rugby League within the Community.

The 2016 Ambassadors are:

Adam MacDougall John Skandalis Alex McKinnon Luke Bailey Mario Fenech Ben Smith Matt Cooper Brett Kimmorley Matthew Bowen Nathan Hindmarsh Nathan Merritt Dan Hunt Renae Kunst clontarf foundation David Simmons Ruan Sims Samantha Hammond George Rose Shaun Timmins And the Australian Human Georgia Hale Stephanie Hancock Rights Commission Jason King Tallisha Harden Tom Learoyd-Lahrs 32 33

OUR PROGRAMS

APPENDIX

The below details the breakdown of each program calculation.

Program Activity Program Costs ($) Indicator Quantity Financial Proxy Value ($) Source Impact ($) SROI for every $1

Value of increased 30 minutes New clubs/group activities x 2 day per week of physical 897 $963 Wellbeing SROI Guide 2014 $215,953 joined during the year activity through QALYS for one 6-week Sessions: syllabus- year IN LEAGUE IN HARMONY based theory and practical $133,000 Increase self-reported Quality of Life Index indicator lessons. 1311 $2,489 LifeCycle UK SROI Scotland $489,462 confidence for community life

Reporting less violence Youth crime rates cost Varua & Stenberg (2009) 68 $1,720 $17,544 and more awareness to society SROI

$722,959 $5.44

EFSI report, Business Number of students 156 Cost of an unemployed person $37,000 Insider report (adapted for $3,896,100 achieving employment AU) Career Development Pathways through Number of students Value of post-secondary OECD Education Indicators mentoring sessions, 50 $195,000 $6,581,250 SCHOOL 2 WORK $2,300,000 achieving enrolment education In Focus 2012 workshops, internship Number of students Cost of a Personal Development Professional Development opportunities, self-esteem 191 $660 $102,109 workshops etc. graduated from program Course Training Pty Ltd

Number of students Social services ATSI 191 $20,000 ABS 2015 $1,719,000 graduated from program vs non ATSI

$12,298,459 $5.35

Number of individual users Observed spending on related Mental Health Awareness accessing mental help 1777 $128 Australian Medical Society $127,944 goods - costs of 2 GP visits Campaign, Tools, resources STATE OF MIND Resources and Training $100,000 Use of NRL State of Mind opportunities, self-esteem Reduced use of medical Breaking the Silence Self Assessment and 269 $2,156 $144,991 workshops etc. services report, Lifeline Emergency Resources

$272,935 $2.73