Arun Kan's presentation presented at Age UK's Sports Seminar on the 5th December 2012

1. Engaging BME communities
Arun Kang – CEO Sporting Equals
Are older people your next potential market?
Sports Engagement Seminar
5th December 2012

2. Sporting Equals was commissioned to
deliver the ‘Faith and Community Strand’ for
Age UK under their fit as a fiddle
programme.
The aim of the project was to promote
health and wellbeing to black and minority
ethnic (BME) older people

3. NATIONAL PROJECT - Two elements:
1.National Training Programme
289 Volunteers trained across 39 partner organisations
2. Roadshows
29 Roadshow Events utilising 15 partner organisations
Total number of people engaged: 5,532

4. Fit as Fiddle - Ethnicity Profile
Other
Faith and Ethnicity Profile 15%
Mixed
4%
South Asian
46%
Chinese
12%
Black or
African/Caribbean
23%
Fit as a Fiddle - Religious Profile
Not Specified
15.6%
Any Other Religion Christian
3.9% 27.0%
No Religion
10.0%
Jewish
0.4%
Hindu
9.6%
Buddhist
4.4%
Muslim Sikh
9.7% 19.5%

5. Project locations and coverage

6. Most popular sports & physical activities
Cycling - Boccia
Swimming - Tai Chi
Walking/Power Walking
Cricket - Table Tennis
Dancing - Seated
Exercise Aerobics - Yoga

7. Engagement and Participation - Physical
Activity
• Incorporated exercise as part of
daily activities
• Introduced less demanding
activities e.g. Tai Chi, chair based
exercise, yoga, boccia
• Culturally sensitive - clothing /
segregation
• Used community settings - as
‘comfort zone’
• Utilised community languages

8. Engagement and Participation -
Promoting Healthy Eating
• Raised awareness of ingredients
– e.g. reduced use of fat/ghee, fresh
vs canned, fast food and portion
control.
• Introduced healthy cooking
methods
• Built awareness of specific diets
– e.g. for diabetes or heart conditions.
• Linked food to country of origin
e.g. mangos

9. Engagement and Participation -
Promoting Wellbeing
• Promoted opportunity for shared experiences &
activities
– e.g. social walking groups (keep mind/body active)
• Promoted places of worship as places of social
interaction and activity
• Volunteers befriending older people
“The older people have formed good
relationships with the volunteers. Those who
have been reluctant to take part are now
willingly participating in the activities and they
appear to be enjoying themselves more and
more”
CAPtA, Derbyshire

10. Project Impact – Sporting Equals evaluation
• Increased levels of physical activity
– Ranging from 1 to 4 hours per week
• BME older participants reported loss of
weight, feeling healthier and less stressed
‘Participants are more mindful of the need to incorporate
exercise into their lifestyles, some now walk to the bus stop and
one has joined a swimming class’
Coordinator Moreland Trust

11. Sustainability & Legacy
72% of projects established partnership links with
agencies such as PCTs, community and sports groups
79% of projects have sustained faaf volunteers
Message of faaf went beyond older people
Wellbeing of volunteers
Engaged wider community through roadshows and centres
Behaviour change in projects to support people to help
maintain healthier lifestyles

12. Good Practice Guide
• Developed from the National Project with
support from Age UK regional partners
• Guide designed to capture key learning
• Guide includes case studies, ‘top tips’
and recommendations
• Support service providers and others to
develop similar approaches to engage

13. Engaging BME communities
Arun Kang – CEO Sporting Equals
Are older people your next potential market?
Sports Engagement Seminar
5th December 2012