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Hopscotch needs you! We’re on the hunt for a content and digital partner(s) to help us with a project

Due date: Thurs 28 November 2019, 9am

Overview

PE at school can be instrumental in deciding an individual’s ongoing perception, commitment and enjoyment of sport and exercise. Insight however, shows that the current offer in schools is failing to engage and meet the needs of many teenage girls.

In answer to this need, we are working on a a Netflix-style digital library with a wide variety of workout videos aimed at girls aged 13-16 who are disengaged from the traditional PE offer. The resource will be used mainly within PE lessons, as well as being a useful resource for girls to use after-school.

We're looking to appoint a partner or partners who will work with us to create and manage the digital platform and produce high quality content to go on it. You will work as part of a consortium, along with a research partner and Hopscotch Consulting. Hopscotch will manage the overall project and outputs from the partners, using our education expertise to ensure the uptake of the resource in secondary schools.

Insight informing the project

Sport England’s Active Lives Children and Young People Attitudes Survey (March 2019) showed that enjoyment is the key driver to activity levels, with those (boys and girls) who strongly agree that they ‘enjoy sport’ doing 33% more minutes of activity than those who do not. The findings also indicate a gender gap between active girls and boys; the number of girls who are active every day in years 1-2 is 15% in comparison to 19% of boys. As age increases, the gender gap is sustained and becomes wider from years 5-6 onwards.

The survey also shows that physical literacy declines with age for both boys and girls. While children (Years 3-6) are more likely to report a positive attitude than young people (Years 7-11). Therefore, older children, especially teenage girls, are less likely to enjoy PE which then affects their relationship with sport and physical activity as they transition into adulthood.

Only 10% of girls aged 13-16 meet the recommended 60 minutes of activity per day, and by age 16-17, 64% of girls will have dropped out of sport (P&G 2016). One contributory factor is that 28% do not do any other exercise except school PE and only 23% overall really enjoy it (Women in Sport & YST 2017).

Focus groups conducted by Future Thinking suggested that a resource that allows teenage girls to choose their own exercise programme may help these girls re-engage with PE. With this resource we aim to improve teenage girls’ experience of PE in the years where the insight tells us the gender gap widens.

Published qualitative research from sources such as Women in Sport further shows that engagement in PE lessons can be influenced by how involved girls feel in the PE decision-making process and the curriculum. Similarly, when teenagers feel a greater level of autonomy, their teachers perceive them as having increased motivation, effort and persistence levels in PE settings. Therefore, it is key for teenagers to have access to programmes they feel they have had some input in creating – rather than feeling that activities have been imposed on them by an adult.

Sport England’s recent focus groups with teens and secondary school PE teachers build further on these insights. Teen girls who are less active told us that they feel PE is currently too often competitive and repetitive, and they would prefer to take part in less competitive activities which focus more on enjoyment and self-improvement.

Focus groups have shown us that to reduce the fear of judgement, activities for these less active students should be straightforward, easy to pick up, and girls-only. Activities should also fit easily into their day in small chunks of time. Teachers agreed that keeping activities simple and fun, and girls-only, would help to engage their least active students. They also suggested separating less active girls from the more active girls and ensuring teacher encouragement and achievable goal setting.

The digital library concept was tested in focus groups with less active teenage girls and PE teachers and received a positive response from both groups. Girls especially loved that they would be able to influence their own programme and there would be work outs available for all different preferences, fitness levels, shapes and sizes.

PE teachers liked the idea and felt that it was a tool they could use within their lessons – as well as potentially to assign homework. However, they raised questions around how this should be rolled out in terms of space, how technology would be used and teaching unfamiliar activities, etc.

We would advise partners to read the insight on which the project has been conceived, as this may help to inform or guide your response to the EOI. You can find these here.

Budget and management considerations

We have a budget of around £500k + VAT for the total cost of this project (digital and content). It is worth noting that the project is National Lottery funded.

Process and timelines

This expression of interest form is the first step in the process for determining which partner will be chosen to be part of our consortium.

The timelines for awarding a provider are as follows:

  • 22 Nov - EOI issued and window for queries opens
  • 26 Nov - Window for queries closes
  • 9am, 28 Nov - Deadline for EOIs
  • 29 Nov – Shortlisted partners notified and issued with pitch brief
  • 12 Dec – Pitches
  • w/c 16 Dec – Partners informed of outcome

If you have any questions as you complete the EOI please email beckyh@hopscotchconsulting.co.uk between 22 Nov and 26 Nov. No queries can be answered after this date.

The key delivery milestones are as follows:

  • January 2020 – Insight and research in schools to scope out best options for implementation, in addition to focus groups with teens to decide on structure and content to develop for digital library
  • By end of March 2020 - Development of digital library and accompanying content
  • April – June 2020 - Pilots rolled out in schools to test different implementation methods
  • July – August 2020 - Implementation plan and accompanying resources for PE teachers to be finalised
  • September 2020 - National rollout

Measurement and evaluation will occur throughout the pilot and continue with the national rollout for the duration of the 2019-2020 academic year.

Completing the expression of interest

In 500 words or less, please detail the following:

Your Experience - why your experience makes you ideally placed to create and build the digital platform and/or lead the production of high-quality youth-led video content. The platform must be accessible and easy to use for schools within PE lessons, and the content must be truly engaging and insight-led. We are looking for a partner that that has successfully produced other digital-led resources, in the education or youth sector at a significant scale and with good uptake in terms of frequency of use.

Please email your EOI to beckyh@hopscotchconsulting.co.uk by 9am, Thurs 28 November 2019.

 

About the author

Becky Hipkiss

Becky recently joined Hopscotch as a Senior Consultant, and works across a range of clients including GSK, Department for Education and Vodafone. She comes with extensive experience in digital and marketing education-focused campaigns having previously worked on a number of high profile youth programmes, covering STEM, citizenship and health and wellbeing, including with the British Olympic and Paralympic Association. Most recently, Becky worked at It’s a Monthly Thing as Head of Education and Brand Manager for their teen period products.

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