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PRIORITY
POLICY AREAS
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POLICY
PROPOSALS 2004-2008
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SETTING
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RELEVANT
DRIVERS
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RELEVANT
OUTCOMES
INCREASING
PARTICIPATION IN SPORT AND
ACTIVE
RECREATION
IS A COMMON
OUTCOME
FOR ALL
POLICY AREAS)
|
MAIN
STAKEHOLDERS
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PROMOTION
AND MARKETING
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[1]
That sport will contribute to a 1% year on year increase in participation
across the region through a 30 minutes a day campaign.
EXAMPLE
Develop working relationships with key regional media (inc. BBC, Anglia
TV, radio, daily newspapers) sharing joint promotion of the 30 minutes a
day campaign, working with Anglia TV promoting Britain on the Move.
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All
settings
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Ageing
Population
Time
Pressures
Well-being
and Obesity
Utilising
Education
Variations
in Access
Volunteers
and Professionals
|
Widening
access
Improving
health and well-being
Creating
stronger and safer communities
Benefiting
the economy
|
Sport
England, Local Authorities, County Sport Partnerships, sports
organisations, event organisers, private fitness industry, regional and
local media partners (inc. BBC, Anglia TV, daily newspapers).
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[2]
That we will achieve an effective communications hub recognizing different
market needs through the creation of a robust communications and marketing
network.
EXAMPLE
Create a Regional Communications Plan to develop systems for better
communication, for example, continuing the success of the monthly email
update and moving towards more targeted subscriber-based updates and
targeted marketing to different audience groups.
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All
settings
|
Levels
of Investment
Variations
in Access
Volunteers
and Professionals
|
Widening
access
Improving
health and well-being
Improving
education
Benefiting
the economy
|
Sport
England, Local Authorities, EEDA, GO-East, scUK,
County Sports Partnerships, sports organisations, Local Strategic
Partnerships, Primary Care Trusts, event organisers, private fitness
industry, regional and local media partners (inc. BBC, Anglia TV, daily
newspapers).
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LEGLISLATION
AND REGULATORY CHANGE
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[3]
We will maximise the investment into sport and active recreation through
the land-use planning system.
EXAMPLE
Use the section 106 planning obligations to secure direct investment into
sport in designated regional growth areas such as The Thames gateway and
M11 Corridor.
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Community
|
Time
Pressures
Levels
of Investment
Variations
in Access
|
Widening
access
Improving
health and well-being
Creating
stronger and safer communities
Benefiting
the economy
|
Sport
England, Local Authorities, Local Strategic
Partnerships, GO-East, EEDA, ODPM, Private Sector, County Sports
Partnerships.
|
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QUALITY
AND IMPROVEMENT
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[4]
We will have a culture of continuous improvement in the planning, delivery
and evaluation of sport and active recreation through the introduction of
quality assurance standards and promotion of good practice.
EXAMPLE
Work with local authorities to ensure that significant numbers gain the Towards an Excellent Service
standard. Also working with sports
clubs and encouraging the take-up of Clubmark.
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Community
Workplace
Higher
and Further Education
Primary
and Secondary Schools
|
Levels
of Investment
Utilising
Education
Variations
in Access
Volunteers
and Professionals
|
Improving
levels of performance
Widening
access
Improving
levels of education
|
Sport
England, County Sport Partnerships, scUK, ILAM, ISRM, Local Authorities,
NGBs.
|
|
|
[5]
We will create a best practice forum to recognise, showcase and celebrate
the value of sport and active recreation through innovation and
creativity.
EXAMPLE
We will in the future, facilitate seminars that bring together beacon
agencies to share examples of best practice, for example, successes in
raising participation in low participation groups.
|
All
settings
|
Ageing
Population
Time
Pressures
Well-being
and Obesity
Utilising
Education
Variations
in Access
Volunteers
and Professionals
|
Improving
levels of performance
Widening
access
Improving
health and well-being
Improving
education
|
Sport
England, Local Authorities, Local Strategic Partnerships, all those in
receipt of funding.
|
|
QUALITY
AND IMPROVEMENT
|
[6]
We will build quality and capacity into the professional and volunteer
workforce through improved professional development and training
opportunities.
EXAMPLE
Improve the continuous professional and volunteer development, through
increased training opportunities, and utilising new investment through the
Sector Skills Council (Skills Active UK).
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Community
Workplace
Higher
and Further Education
Primary
and Secondary Schools
|
Improving
levels of performance
Widening
access
Creating
stronger and safer communities
Improving
education
|
Improving
levels of performance
Widening
access
Creating
stronger and safer communities Improving education
|
Sport
England, Skills Active UK, Learning Skills Councils, County Sports
Partnerships, NASD, Connexions, CCPR, NGB, COVER, ERSDA, and EEDA.
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STRUCTURES
AND PARTNERSHIPS
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[7]
We will have a fully co-ordinated sports development system with delivery
led by County Sports Partnerships, School Sports
Partnerships
and National Governing Bodies.
EXAMPLE
Establish County Sports Partnerships ensuring core plans deliver Sport
England objectives linking school sport, NGB Whole Sport Plans and
community sport.
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All
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All
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All
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County
Sports Partnerships Network, All partners.
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[8]
There will be greater opportunities for low participation groups through
the promotion of effective partnerships and targeted communication.
EXAMPLE
Highlight effective practice of joint-agency work, for example, piloting
and testing new opportunities for low participation groups, such as GP
referral for physical activity for black and ethnic communities.
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All
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All
|
Widening
access
Improving
health and well-being
Creating
stronger and safer communities
Improving
education
|
Sport
England, County Sports Partnerships, Local Strategic Partnerships, Youth
Sports Trust, Local Authorities, WSF, Primary Care Trusts, CVS.
|
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INNOVATION
AND DELIVERY
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[9]
We will strengthen the London 2012 Olympic and Paralympic bid in the East
of England through focused activity and promotion.
EXAMPLE
Promote the bid through campaigns to various sectors in the east, raising
the profile and capturing volunteer interest, such as a cultural campaign.
|
Community
Workplace
Higher
and Further Education
Primary
and Secondary Schools
|
Ageing
Population
Well-being
and Obesity
Levels
of Investment
Utilising
Education
Volunteers
and Professionals
|
Improving
levels of performance
Widening
access
Improving
education
Benefiting
the economy
|
Sport
England, Local Authorities, EEDA, GO-East, scUK, County Sports
Partnerships, UK Sport, event organisers, NASD, private sector, ERSDA,
regional and local media partners (inc. BBC, Anglia TV, daily newspapers).
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|
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[10]
We will increase participation in the isolated rural communities of the
region through innovation and creativity.
EXAMPLE
Test new approaches to rural isolation (Rural Activity Partnership), for
example, the partnership between Sport England and the Forestry
Commission, Countryside Agency, Rural Action East.
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Community
Workplace
Higher
and Further Education
Primary
and Secondary Schools
|
Ageing
Population
Time
Pressures
Well-being
and Obesity
Utilising
Education
Variations
in Access
|
Widening
access
Improving
health and well-being
|
Sport
England, SUSTRANS, Countryside Agency, Local Strategic Partnerships,
National Parks, Forestry Commission, Environment Agency, County Sports
Partnerships.
|
|
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[11]
We will maximise the role of education by increasing participation through
the support of the PESSCL project and the promotion of greater community
use of educational facilities.
EXAMPLE
Encourage educational establishments to open their doors to the public
outside of curriculum hours, and facilitate partnerships with the private
sector.
|
Community
Higher
and Further Education
Primary
and Secondary Schools
|
Well-being
and Obesity
Utilising
Education
Variations
in Access
Volunteers
and Professionals
|
Widening
access
Improving
health and well-being
Improving
education
|
Sport
England, Local Education Authorities, Youth Sports Trust, School Sports
Partnerships, Eastern Universities, University College Sport (UCS), County
Sports Partnerships
|
|
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[12]
We will increase participation in wider forms of active recreation and
sport, such as extreme sports utilising innovation, promotion and support.
EXAMPLE
County Sports Partnerships and other community providers to promote a
wider variety of active recreation, not just traditional sports.
|
Community
|
Ageing
Population
Well-being
and Obesity
Variations
in Access
Volunteers
and Professionals
|
Improving
levels of performance
Widening
access
Improving
health and well-being
|
Sport
England, SUSTRANS, Countryside Agency, Youth agencies, NGBs, Fitness
Industry Association, and private leisure providers, County Sports
Partnerships, and outdoor activity agencies.
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[13]
Opportunities will be increased for people to participate in sport and
active recreation in their sports club, school, workplace or home through
better access and improved understanding.
EXAMPLE
Promote and recognise that active recreation can take place in a wide
range of environments, promote family activity at home (walking to
work/school initiatives).
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All
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All
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Improving
levels of performance
Widening
access
Improving
health and well-being
Creating
stronger and safer communities
|
Sport
England, Local Authorities, County Sports Partnerships, event organisers,
private sector, health sector, regional and local media partners (inc.
BBC, Anglia TV, daily newspapers).
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STRATEGIC
PLANNING AND RESEARCH
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[14]
We will develop a comprehensive evidence base that will be used to measure
and promote the value of sport and active recreation.
EXAMPLE
Embrace innovation, test new concepts, measure the results, and promote
success.
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All
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All
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Improving
levels of performance
Improving
education
Benefiting
the economy
|
Sport
England, Living East, EEDA, EERA, Regional Public Health Observatory, all
those in receipt of funding
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