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Kingston University and Fulham Football Club

Kingston University and Fulham Football Club


How’s it going Pete. Good to see you.
In terms of how it all started we received an email saying Fulham Football Club. Do a
lot of work in the community. Are you interested in helping them?. So I looked at the email
and thought Well that sounds interesting. We’d previously done some work with them on
other things We came in to have a chat with them and explain
what the programme was about. We said well we could probably help out there.
We came out with some ideas about how the methodology would work and what we could do
to evaluate it. Where the Club came out with the idea of what could you do to reach a really
difficult target audience. In terms of slightly older males who are very sedentary and potentially
could have long term health issues. The idea being that you could use the power of football,
the clubs, the names and the brands to actually make a contact with the fanbase and see if
you could bring them in and engage them in actually becoming less sedentary and getting
involved in some sort of more healthy lifestyle. When fanActiv first started originally, there
were different elements to it. There was the small scale group work where you do the interventions
but also this idea of getting the healthy messaging out there.
It was located at these big landmarks in the city. So whether it was based at the training
ground or for us it was based at Craven Cottage. The impact of that why would it attract people
to go to Craven Cottage as opposed to a locally run council led project for weight management.
As you say in terms of the health messaging, we found some amazing results from that in
terms of seeing the messaging on the big screen, people wearing T-shirts, getting the students
involved and seeing that impact of it was almost a bit of a shock the lack of knowledge
of some people around really basic stuff around health education.
They do that meeting at their respective clubs on a weekly basis, and their activity on their
FitBits is measured over a week. And there’ll be a league table so the clubs are competing
over a 12 week period. That was the nuts and bolts of the programme. As you know from the
research, we saw incredible behaviour change in that time. It completely changed the approach
of engaging men who were inactive. So how did you find the research so doing the focus
groups, doing the matchdays, Seeing some of our students walking around
with their T-shirts on they had a great time. The feedback was from a lot of people wow
they didn’t realise how little it would take to change their behaviour. So in terms of
the research that we did how did you feel it was utilised and did it benefit the club?
That had such impact in terms of our health. Off the back of that we were recommissioned
by the NHS to Phase 2 and work with 9 clubs, and off the back of that we won two awards
from London Sport and Beyond Sport which for us was absolutely incredible.
The work we did together was really valued and I felt that we all bought into the end
product. Nice one, see you!

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