Executive Summary
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Executive Summary Teaming up for Health is an innovative, collaborative approach to delivering activities and messages which have a positive impact on people and communities across the City of Hull. The concept was adapted from work that had been undertaken in Widnes between Widnes Vikings Rugby League Club and Halton CCG. Hull CCG and Hull City Council’s Public Health jointly commissioned Hull FC and Hull Kingston Rovers Rugby League Clubs to work together to test and learn good practice in partnership delivery with the aim of improving health and wellbeing in Hull’s communities. A first of its kind for the city, Teaming up for Health set out to demonstrate the impact that could be achieved from bringing two of Hull’s most recognisable brands and fiercest rivals together to achieve positive outcomes. What follows in this report is a comprehensive and detailed analysis of the pilot year of Teaming up for Health. 1 Contents Executive Summary 1 CHAPTER 1: Why Teaming up for Health 3 - 25 Partnership Overview 3 Fan Profiles 4 Social Media Reach 18 Additional Funding Leveraged 22 CHAPTER 2: Delivery 26 - 64 The Launch 26 Health Day 31 Health Zones 34 2018 Campaigns and Initiatives 37 National Walking Month 43 Fit4FC 47 Hull KR Food for Thought 53 Dove House Hospice Friday Friends 57 Full of Life 59 Old Faithful 61 Heritage of Hull KR (Rovers Rewind) 63 Change 4 Life Clubs 64 CHAPTER 3: Added Value 65 - 74 Rugby Football League Inclusion Funding 65 Hull KR Dance Together 70 Hull KR Match Day Volunteers 72 CHAPTER 4: Conclusion and Recommendations 75 APPENDIX 77 - 99 2 Chapter One: Why Teaming up for Health PARTNERSHIP OVERVIEW Hull KR and Hull FC Rugby League Clubs have put rivalries aside and come together to launch a brand-new health initiative alongside the NHS Hull Clinical Commissioning Group (CCG) and Hull City Council Public Health Team. The ‘Teaming up for Health’ (TufH) partnership takes a fresh look at improving the health in the city. Both clubs hold a unique position at the heart of Hull’s disadvantaged communities, and this enables us to easily reach people that other agency seldom see or hear, other than at points of crisis. Our influence within these communities is extensive and we are a trusted provider of services for our constituents. The core of our delivery is sport and physical activity, particularly rugby league, and it is through this core delivery that we can positively impact on peoples lives through more innovative methods. Hull is a great sporting city and through the project the aim is to engage with local people in a different way. TufH aims to demonstrate the health and wellbeing benefits that taking part in activities offered by the clubs can provide. Additionally, TufH aims to increase the awareness of key health messages and services, as well as working with partners and community groups to promote local and national campaigns. When planning the pilot of TufH the partnership agreed to focus on the following four themes: 1. Obesity in children and young people 2. Mental health in males and teenagers 3. Long term conditions of people of working age 4. Isolation and loneliness in older people Hull FC Foundation (the Foundation) and Hull KR Community Trust (the Trust) had significant experience of separately delivering programmes across these four themes and TufH was an opportunity to work collaboratively and test and learn. 3 FAN PROFILES To understand the impact the TufH would have it was important to understand the socio-economic circumstances of firstly the supporter base of both clubs and then the communities they were part of. This section highlights profiles of adult members and Junior Robins of Hull KR and adult members of Hull FC for the 2018 Rugby League season. It is important to note that there are other fans that attend games, watch matches on television or engage with the Club’s activities but do not subscribe to a membership. Additionally, fan profiles allow TufH to explore how we can target communication to our audiences more effectively. Methodology Postcode data was collated from the Hull KR and Hull FC Retail Departments, for Junior Robins and Adult Members. Working in partnership with the Hull City Council's Business Intelligence Team, an analysis was completed on this postcode data and included geographical presentation and statistical comparisons. Public Health, health and wellbeing data, as well as Sport England Market Segmentations profiles were overlaid onto this. Hull KR (Adult Members) engagement levels with City of Hull Segments Rate Per 1,000 Group Count Percentage Households Households Engagement A 70 1.7% 3499 20.0 B 83 2.0% 3147 26.4 C 694 16.8% 17575 39.5 HIGH D 732 17.7% 17792 41.1 VERY HIGH E 167 4.0% 8084 20.7 F 520 12.6% 10977 47.4 HIGH G 123 3.0% 5516 22.3 H 858 20.7% 19484 44.0 HIGH I 753 18.2% 10607 71.0 VERY HIGH J 18 0.4% 4890 3.7 VERY LOW K 51 1.2% 4635 11.0 LOW L 62 1.5% 9156 6.8 VERY LOW M 6 0.1% 1289 4.7 VERY LOW TOTAL 4926 116651 42.2 4 Hull KR (Junior Robins) engagement levels with City of Hull Segments Rate Per 1,000 Group Count Percentage Households Households Engagement A 13 1.6% 3499 3.7 B 16 2.0% 3147 5.1 C 171 21.1% 17575 9.7 VERY HIGH D 172 21.2% 17792 9.7 VERY HIGH E 27 3.3% 8084 3.3 F 88 10.9% 10977 8.0 HIGH G 19 2.3% 5516 3.4 H 140 17.3% 19484 7.2 I 146 18.0% 10607 13.8 VERY HIGH J 2 0.2% 4890 0.4 VERY LOW K 9 1.1% 4635 1.9 LOW L 7 0.9% 9156 0.8 VERY LOW M 0 0.0% 1289 0.0 VERY LOW TOTAL 810 116651 6.9 Hull FC engagement levels with City of Hull segments Rate Per 1,000 Group Count Percentage Households Households Engagement A 77 1.6% 3499 22.0 LOW B 58 1.2% 3147 18.4 LOW C 559 11.3% 17575 31.8 D 808 16.4% 17792 45.4 HIGH E 245 5.0% 8084 30.3 F 632 12.8% 10977 57.6 VERY HIGH G 242 4.9% 5516 43.9 HIGH H 1315 26.7% 19484 67.5 VERY HIGH I 708 14.4% 10607 66.7 VERY HIGH J 36 0.7% 4890 7.4 VERY LOW K 72 1.5% 4635 15.5 LOW L 163 3.3% 9156 17.8 LOW M 11 0.2% 1289 8.5 VERY LOW TOTAL 4926 116651 42.2 A full breakdown of postcode details can be seen in the Appendices 1 and 2. 5 Hull City Council Segments HULL KR There is high/very high engagement by Hull KR’s adult membership with the following five segments: Public Renting Young Families (C), Low Income Public Renters (D), Older Couples in Semis (F), Economically Active Terraces (H), and Working Detached/Semis (I). The breakdown of engagement can be seen in Appendix 3. There is high or very high engagement by Hull KR’s Junior Robins with the following four segments: Public Renting Young Families (C), Low Income Public Renters (D), Older Couples in Semis (F), and Working Detached/Semis (I). The breakdown of this engagement can be seen in Appendix 3. HULL FC There is high/very high engagement by Hull FC Rugby League Club with the following five segments: Low Income Public Renters (D), Older Couples in Semis (F), Affluent Professionals (G), Economically Active Terraces (H), Working Detached / Semis (I). The breakdown of engagement can be seen in Appendix 4. From this data we can demonstrate significant similarities between both clubs in engagement with D’s, F’s, H’s and I’s The following table and the information in Appendices 4 ad 5 provide an overview of the information about each of these six Hull City Council segments where there is high or very high engagement with TuFH. 6 A comparison of the six City of Hull Segments that TufH partnership has a high or very high level of engagement (comparing to Hull). Additional information about the City of Hull segments which Hull KR and Hull FC have a high or very high level of engagement can be found at appendices 4 and 5. 7 CodePoint Centroid Count HULL KR The following map shows the geographical distribution and count of adult members CodePoint Centroid Count. 27.3% of the members come from the following three wards of Marfleet, Holderness and Ings in Hull. 61% of members had a HU9, HU8 or HU7 postcode. 8 The following map shows the frequency and distribution of Junior Robins across Hull. Just over a third 38% of Junior Robins come from the following four wards in Hull; Marfleet, Ings, Holderness, Longhill. A total of 70% of Junior Robins come from HU9, HU8 and HU7 postcodes. 9 HULL FC ADULT MEMBERS The following map shows the geographical distribution and count of members CodePoint Centroid Count. 70% of members have a HU3, HU4, HU5, HU6, HU7, HU8 and HU9 postcode. 21% of adult members comes from the following wards of Boothferry, Newington, Derringham and Pickering. 10 The following tables and paragraphs below provide information about each of the Hull City Council wards the TufH partnership has a high level of engagement. Further information about these wards can be seen in Appendix 3.