Research

Through extensive desk research and user surveys, we endeavored to understand the reasons behind the decline in physical activity participation and loss of interest among teenage girls. The research revealed complex factors influencing their involvement. From the perspective of many teenage girls, appearance anxiety, body changes, and gender roles hinder their interest in physical activities, leading to reduced engagement. Externally, limited support and appealing opportunities during this crucial and sensitive developmental stage contribute to the decline.

Having gained insight into their challenges, our aim is to find effective solutions. To identify a starting point, we posed two key research questions: What aspects do teenage girls prioritise in their physical activity experiences? What kind of physical activity experiences do we need to provide? By delving deeper into these inquiries, we can develop targeted strategies to address the underlying issues and create engaging and empowering experiences for teenage girls.

Insights

After deeper interviews with girls and stakeholders, we found our key insights. During adolescence, teenage girls are someone in the middle, they want something in the middle, in the middle of play and structured sports. Play are too childish, and structured sports are too competitive. Also, especially for teenage girls, they really value comfortable atmosphere and friendly socialising in team activities.

#HerTimeHerMove

Overview:

In collaboration with London Sport, we have discovered an exciting opportunity to transform community spaces in Lewisham, creating dedicated sports areas for local girls. Our project aims to provide them with inclusive and empowering spaces for physical activities.

#HerTimeHerMove is a Public Service based in Lewisham, aiming to provide safe, comfortable, and fun sports opportunities for girls aged 11-19 to increase their sports participation and build active habits. #HerTimeHerMove can also be an initiative for all the girls to embrace the joy of physical activities.

Strategy:

Our strategy involves a three-step plan to deliver our services. Firstly, we focus on space transformation. Secondly, we curate engaging activities. Lastly, we implement effective promotion and outreach efforts. We want the teenage girls to first become participants, then become explorers, finally, become influencers.

Step 1: Space Transformation:

Recognising the limited availability of dedicated spaces for girls' physical activities within the community space, we have ingeniously utilized display boards to create a private area during designated time slots. Additionally, we have transformed a corner of the space into a vibrant and comfortable "Bar" (alcohol-free) where girls can rest, socialize, and enjoy a refreshing atmosphere.

Step 2: Activity Curation:

In addition to regular sports classes, we have introduced innovative co-creation games like "Blankdice." This game involves a hexagonal dice with a writable surface, encouraging girls to collaborate and create their own sports game rules. Moreover, we invite local artists to organize cultural-themed physical activities, fostering a sense of creativity and exploration.

Step 3: Promotion:

To promote the project, we have established a multi-platform social media presence under the hashtag #HerTimeHerMove. We encourage girls to share their unique experiences and creative ideas related to physical activities. Furthermore, we have appointed Young Leaders to empower girls in organizing and promoting #HerTimeHerMove initiatives.

Through our comprehensive approach, we aspire to empower girls in Lewisham to embrace physical activities, cultivate their confidence, and foster a sense of community through #HerTimeHerMove.

Impact

Enable - Our service design solution aims to provide teenage girls with appropriate spaces and options for physical activities, fostering understanding and inclusiveness. We strive to create environments that cater to their unique needs and promote confidence and motivation.

Engage - Through the #HerTimeHerMove service and as an initiative, we encourage more girls to actively participate in sports activities. Our goal is to ignite their interest, make exercise enjoyable, and help them understand the benefits of a healthy lifestyle.

Empower - During this critical stage of life, we empower teenage girls to realize their own power in sports activities and provide them with the confidence and strength that will last a lifetime.

Next steps

Currently, the first phase of the project has been launched and implemented in the Lewisham community space. We will continue to collaborate closely with London Sports to enhance our services and better cater to a wider range of communities. Our aim is to embrace the power of the female perspective and create a sports world that is inclusive and empowers everyone.