Building health

through sport
VicHealth action plan 2010–13
October 2010
Sport is a universal
language that can
bring people together,
no matter what their origin,
background, and religious
beliefs or economic status.
> Kofi Annan, former UN Secretary-General
Building health
through sport
VicHealth action plan 2010–13
October 2010
© Copyright Victorian Health Promotion Foundation 2010

Published in October 2010 by the Victorian Health Promotion

Foundation (VicHealth), Carlton, Victoria, Australia

ISBN: 978-0-9807354-2-0
Publication number: P-010-PA

SUGGESTED CITATION:
Victorian Health Promotion Foundation (VicHealth) 2010.
Building health through sport, VicHealth action plan 2010–13.
Contents

05 Introduction

06 The role of VicHealth and the sports sector in promoting health: a partnership approach
06 VicHealth’s work with sport 2010–2013: a supporting framework
08 Sport: contributing to the development of healthy communities and individuals
10 VicHealth: contributing to the development of healthy communities and individuals
13 Adding value to the sports sector: a partnership approach

15 Action in priority health areas

15 Addressing health inequalities
17 Increasing social connection and participation in physical activity
19 Reducing race-based discrimination and promoting diversity
21 Preventing violence against women
23 Reducing tobacco and alcohol consumption and promoting healthy food choices
25 Reducing harmful UV exposure

27 References
 Victorian Health Promotion Foundation

Sport promotes
involvement, integration
and responsibility in
society and contributes
to the development of
the community.
> The Brighton Declaration on Women and Sport

4
 Building health through sport

Introduction

How much you earn, your social position, For 23 years, VicHealth has worked In this action plan we detail the role
your level of education or your capacity to with thousands of sporting organisations, of VicHealth and the sports sector in
be involved in activities that help connect ranging from the smallest of community- promoting health and outline specific
you to others in your community are based clubs to the largest national codes. activities that will be undertaken with the
important factors in determining your Many of these are also associated with sports sector over the next three years to
health and wellbeing. Social disadvantage, vicsport. Over this time we have been address priority health areas for action.
material deprivation, and poor living and improving the way we monitor and
working conditions are clearly linked to analyse changes in sport participation The sports sector, with a limited
poor health. Tobacco use, alcohol misuse, rates, how sport can improve our infrastructure, faces many challenges to
physical inactivity and an unhealthy diet health, and the extent to which specific address community expectations which
also contribute to ill health. Consequently, groups engage with particular sporting envision sport as a key player, not only
to promote health in a population and activities. We also understand the in increasing sports participation, but
prevent disease, we need improvements leadership strengths of sporting clubs and also in creating environments which
to social, economic, cultural and physical organisations for setting and reinforcing are optimal for good health. VicHealth
environments, in addition to supporting community standards. will continue to work with sporting
individuals to make healthy lifestyle choices. organisations to create accessible,
The role of sporting organisations in In 2009, VicHealth developed a new healthy and safe sporting environments.
contributing to these improvements is clear. strategic plan defining our role and focus We believe this both broadens the value
during 2009–2013. Our long-standing of sporting organisations and leads to
As a country with a proud and strong partnership with sport is critical to increased participation rates. Sport
history and identity embedded in our goals of increasing participation in has long been a leader in building a
sport, we have an enviable opportunity physical activity, increasing opportunities proud national identity and reinforcing
to maximise health and sport goals. for social connection and creating community values. We wish to see this
VicHealth’s experience in working with supportive environments for health. leadership extended into public health
sport has shown that a cooperative and issues which affect us all.
complementary approach can produce VicHealth’s strategy for health in sport
improved sport and public health is multi-pronged. We are focusing VicHealth is proud to partner with
outcomes. With appropriate support, our attention on finding ways to many sporting organisations, including
sporting organisations can and do play enable the sports sector to lead and vicsport, to build health in our
a significant role in tackling many of our innovate, to increase participation community. It is a game we all want
major public health concerns. rates in sport, and to create sporting to play.
environments that are healthy, safe and
inclusive for all in our community.

Lindsay Gaze Ian Buckingham

VicHealth Board Member vicsport Chair

5
 Victorian Health Promotion Foundation

The role of VicHealth and the sports sector

in promoting health: a partnership approach

Figure 1:
VicHealth’s work with sport 2010–2013: a supporting framework

Priorities for focus within the sports sector

Health inequalities Participation Nutrition, tobacco,

• Improve the physical and mental • Increase participation in physical activity alcohol and UV
health of people experiencing social, • Increase opportunities for • Improve nutrition
economic or geographic disadvantage social connection • Reduce tobacco use
• Contribute to closing the health • Reduce race-based discrimination and • Reduce harm from alcohol
gap between Indigenous* and promote diversity
non-Indigenous Victorians • Reduce harmful UV exposure
• Prevent violence against women
by increasing participation in
respectful relationships

Our approach

To develop and implement innovative ways to promote health through partnering, advocacy and capacity building with sport.

Health promotion actions

• Facilitate sports participation and skill development for community members

• Develop sporting organisations and environments which foster good health
• Build the sport workforce capacity to plan, implement and evaluate health promotion activity
• Support the sports sector to develop systems to support and sustain health
• Support the role of sport in strengthening communities
• Use sport as a vehicle to communicate about priority health issues
• Create and use knowledge acquired through research and evaluation with the sport sector
• Contribute to and advocate for healthy sport policy and regulation

Priority populations

In addition to whole-of-population approaches, VicHealth will work with sport to focus efforts on those in our community who experience
the greatest disadvantage.

Outcomes

Individual level Organisational level Community level

• Increased participation in sport Sporting environments that: Sporting organisations acknowledged as:
• Increased skills and self-efficacy • are safe, accessible, inclusive and • contributors to development of
• Increased social connection equitable supportive communities
• Increased healthy eating • are safe and supportive of • reflecting community concerns,
women’s participation aspirations and expectations
• Reduced smoking and
alcohol consumption • bring together people from • contributing to community health.
diverse backgrounds
• sustain responsible alcohol and
food management policies and have
diminished reliance on alcohol and
unhealthy food sponsorship
• adopt measures to reduce
harmful UV exposure.

*
Throughout this document the term ‘Indigenous’ refers to people of Aboriginal or Torres Strait Islander descent.
6
 Building health through sport

The evidence supporting

sports participation
for young people is
overwhelming... It has
the power to combat
everything from racism
to low self-image, to the
high-school dropout rate.
> Sue Castle, Executive Producer, PBS, Sports:
Get in the Game

7
 Victorian Health Promotion Foundation

The role of VicHealth and the sports sector in

promoting health: a partnership approach

Sport: contributing to the development

of healthy communities and individuals
Sport forms part of Australia’s national The sports sector is also a major has remained largely static over the past
identity. As one of only two nations to contributor to the economy both directly seven years and in some sports, numbers
have competed in every modern Summer in terms of employment, volunteer hours are declining. Overcoming barriers to
Olympic Games, Australia values sport and events, and indirectly in saved health participation and increasing participation
highly at the individual competitor level care costs. Recent research by Frontier levels are clearly of mutual interest to
and across the wider community. Elite Economics indicates that the Australian both public health and sport.
level sport is for the few; however, sport sector:
sporting organisations and governments While this mutual goal is clear, methods
• reduced health costs by $1.5 billion
have increasingly recognised the for increasing participation rates in
per year
importance of community level sport sporting activities are not straightforward.
• improved productivity from a healthier Contemporary lifestyles are more often
and its role in promoting physical activity
workforce by $12 billion per year sedentary, car-dependant, safety-
and addressing wider health issues and
community concerns. • saved $4 billion per year from the conscious, risk-averse and time-poor.
inputs by volunteers into community All these factors mitigate engagement in
Sport has the capacity to deliver multiple sport – a higher contribution than in sporting clubs. Sport and public health
benefits across a range of public any other sector.2 are both interested in understanding why
health policy issues. Engagement in some people take part and others do not,
sport improves cardiovascular health; particularly in the context of predicted
The sports sector is also a major
reduces the risk of type 2 diabetes and demographic changes resulting from
contributor to the economy both
some cancers; contributes to skeletal an ageing population and a growing
directly in terms of employment,
development; and prevents stress, multicultural community.
volunteer hours and events, and
anxiety and depression. In addition to
indirectly in saved health care costs. Numerous studies have shown a
these physiological benefits, sports
participation can also improve cognitive relationship between adolescent
and educational performance and provide While the benefits of sport participation participation and continued physical
valuable development experiences. are clear, Australian sport faces many activity. If we do not engage more young
Research has found that sport can be a challenges including: people (particularly women and people
means for overcoming discrimination, can from culturally and linguistically diverse
• loss of funding
build social connections and can attract backgrounds) it will seriously impact
• fragmented systems on future participation rates. This is
young people to out-of-school educational
programs, which can achieve substantial • lack of infrastructure and facilities compounded further by participation
improvements in literacy and numeracy.1 • unclear relevance to markets and rates progressively decreasing as age
undefined stakeholders increases for all groups.
The sports sector is the messenger for
• difficulty in recruiting volunteers The sports landscape should reflect
many commercial products and social
norms. The potential influence of sport • competition from other activities. our community’s diversity – ethnicity,
and sporting heroes/heroines on social gender, and people with disabilities –
Consequently, sports are under pressure with opportunities for all to participate.
norms and behaviours underlies the
to find new ways to engage more of the Many sports have begun to encourage
major sponsorships of sporting events
community and sustain participation participation by Indigenous communities,
by corporations. Likewise, given the
while meeting changing community new migrant groups and people with a
central role of sport in Australian culture,
norms and expectations, generally disability. It is now the time for all sports
sporting organisations have the capacity to
within the confines of already stretched to create healthy, diverse and welcoming
address community concerns and play a
budgets. The overall proportion of the clubs and organisations.
leadership role in informing attitudes and
population engaging in organised sport
behaviours in these domains.

8
 Building health through sport

Sporting organisations and their • Indigenous and culturally diverse and where involvement is rewarded, are
competitive cultures have sometimes community members participate in leading the way in improving physical and
given rise to unhealthy environments environments that value diversity and mental health across the community.
that can deter broader community are free from discrimination
engagement and perpetuate unhealthy VicHealth’s vision for health in sport
• serving and promotion of alcohol is
attitudes and behaviours. From the is closely aligned with the principles
managed in a responsible manner
smallest sport club to the largest, articulated in the Australian Sport
• a variety of healthy food choices are Commission statement: the ‘Essence of
beneficial sporting environments can be
available and promoted, and the Australian Sport’, namely:
created that extend beyond the playing
promotion of less healthy food is limited
field and reinforce healthy and respectful • fairness
attitudes, social norms and behaviours. • measures are taken to reduce harmful
• respect
exposure to UV.
For example, all sporting organisations • responsibility
have an opportunity, with adequate There will be inevitable tensions • safety.
support, to implement policies, programs between some public health goals and
and practices that ensure: commercial interests within the sport
sector. Sports can and do demonstrate
• community members are provided
strong public health leadership. For
with safe, supportive and meaningful
instance, the Australian Football
opportunities to participate regardless
League’s response to the serious public
of ability
health issues of racial vilification and
• those from varying socioeconomic violence against women has been in
backgrounds participate without costs line with community-wide expectations.
being prohibitive Sports that have focused on developing
• women participate in safe environments healthy and inclusive environments, on
free from the fear of violence creating places where fun is to be had

9
 Victorian Health Promotion Foundation

The role of VicHealth and the sports sector in

promoting health: a partnership approach

VicHealth: contributing to the development

of healthy communities and individuals
The Victorian Health Promotion VicHealth is an independent, statutory Our vision
Foundation (VicHealth) was established authority with a Board of Governance
by the Victorian Parliament under the that is responsible to the Minister VicHealth envisages a community where:
Tobacco Act 1987 with a mandate to for Health. With support across the • health is a fundamental human right
promote good health for all Victorians. political spectrum we work in • everyone shares in the responsibility
The objectives of VicHealth as mandated partnership with governments, for promoting health
by the Tobacco Act 1987 are: organisations, communities and
• everyone benefits from improved
• to fund activity related to the individuals from a broad range of
health outcomes.
promotion of good health, safety or the sectors including sport, community,
prevention of disease urban planning, transport, local
government, education and the arts.
Our mission
• to increase awareness of programs
Fundamental to our success is the Our mission is to build the capabilities
for promoting good health in the
strength of these partnerships. of organisations, communities and
community through the sponsorship of
individuals in ways that:
sports, the arts and popular culture Our health promotion investments
• change social, economic, cultural
• to encourage healthy lifestyles target the greatest preventable risk
and physical environments to improve
in the community and support factors for ill health: smoking; poor
health for all Victorians
activities involving participation nutrition; harmful use of alcohol; lack
in healthy pursuits of physical activity; social and economic • strengthen the understanding and
exclusion; and UV exposure. While skills of individuals in ways that
• to fund research and development
working to improve the health of all support their efforts to achieve and
activities in support of these activities.
Victorians, we also focus on the needs maintain health.
Under section 33 of the Act, the VicHealth of those with the poorest health by
budget must include provision for targeting many of our activities on Our values
payments to sporting bodies (not less health inequalities. • Brave
than 30%) and to bodies for the purpose
of health promotion (not less than 30%). • Just
• Creative

10
 Building health through sport

Our focus
VicHealth’s focus is on health promotion and primary prevention of non-communicable diseases.

VicHealth’s focus

Promotion Prevention Early intervention Treatment Rehabilitation

‘Primary prevention’ addresses the requirements of our economy as well as and rigorous evaluation. We also build
causes of poor health to prevent to realise widely shared aspirations for a opportunities for people to be informed,
problems from developing in the first just and sustainable society. learn new skills, have greater access to
place. It can focus on individual risk activities that promote good health, and
factors and behaviours or broader social, VicHealth has more than 20 years share healthier environments.
economic and environmental contributors experience in drawing diverse groups
to disease. The broader contributors are together to influence the health-related This allows us to lead and advocate
often referred to as ‘health promotion’. lifestyles of individuals and to improve the for excellence in the development of
social, economic, cultural and physical appropriate health promoting policies and
Health promotion does more than merely environments required to sustain health. programs, as well as maintain strategic
prevent poor health. It also increases the alliances with national and global public
prospects of achieving optimal health. We highlight what can be achieved by health interests to strengthen health
This is vital to meet both the productivity integrating funding activities, research promotion action and advocacy.

11
 Victorian Health Promotion Foundation

All sports for all people.

> Pierre de Coubertin, former President, IOC

People with disabilities

want to be recognised for
what they can do, not what
they can’t do.
> Karni Liddell, former paralympic swimmer

12
 Building health through sport

The role of VicHealth and the sports sector in

promoting health: a partnership approach

Adding value to the sports sector:

a partnership approach
VicHealth will work with sport to continue to Victorian Government strategies for These initiatives provide opportunities for
build a strong sector that is able to address prevention and health promotion relevant the sports sector to make contribution
contemporary community concerns and to the sports sector include: in a range of policy arenas. Over the next
lead innovation to promote health, in • Sport and Recreation 2005–2010: three years, VicHealth will continue to
addition to supporting activity designed to a five-year plan for sport and advocate for inclusion of sport sector
address a range of health issues. recreation in Victoria activity in relevant policies and programs.
• Victorian Tobacco Control Strategy
1. Supporting framework (2008–2013): reducing the toll of tobacco 3. Developing strategic
The work supported by VicHealth over the • Restoring the balance: Victoria’s Alcohol
partnerships
next three years will be underpinned by Action Plan (2008–2013): actions to VicHealth invests in partnerships with
an evidence-based framework prevent and reduce harm associated researchers, policy makers, government
(see page 6) identifying: with alcohol misuse in Victoria and non-government sectors, private
• health issues under focus • A Fairer Victoria (2010): addressing industry and philanthropic organisations
• actions required to address these social disadvantage to facilitate sustainable advocacy,
health issues policy and structural change which
• All of Us: Victoria’s multicultural
maximises health outcomes. Through
• priority populations for focus policy: strengthening and
engagement with local government and
• mutually desired outcomes to underpin promoting multiculturalism
education and planning sectors, among
evaluation and monitoring of activity. • Because Mental Health Matters: State others, our work to increase physical
Mental Health Strategy (2009–2019): activity can be maximised. Over the
2. Maximising policy focusing on increasing social inclusion next three years, we will support the
and reducing discrimination and
relevance sports sector to develop partnerships
violence as drivers of the mental which benefit our mutual goals.
VicHealth continues to align itself health reform
strategically with international, national • Department of Human Services: Health
and state policy health initiatives. VicHealth continues to align itself
promotion priority setting (2007–2012):
strategically with international, national
Internationally, the World Health to improve overall health and reduce
and state policy health initiatives.
Organization’s Commission on Social health inequalities
Determinants of Health identifies the • Action Plan: Strengthening Community
following areas of immediate focus: Organisations: strengthening 4. Supporting workforce and
communities
• improve daily living conditions volunteer development
• tackle the inequitable distribution of • State Violence Against Women
Prevention Plan (2009–2019): a cross VicHealth acknowledges that sport
power, money and resources
sector strategy to prevent violence faces many challenges in recruiting
• measure and understand the problem and supporting volunteers to develop
against women
and assess the impact of action. and deliver programs. Over the next
• State Respect Strategy: focus
three years, VicHealth will provide
The National Health Priority Areas on reducing discrimination and
skills training to sports sector staff and
initiative identifies the following chronic preventing violence
volunteers to increase their ability to
diseases requiring special attention: • Indigenous inclusion framework promote good health in the sports setting.
reducing cancer, diabetes, cardiovascular and Indigenous health promotion
disease, arthritis and other framework: to contribute to closing the
musculoskeletal conditions, asthma, gap in Indigenous health.
injury and mental health problems
including stress, anxiety and depression.3

13
 Victorian Health Promotion Foundation

5. Consolidating the evidence 6. Communication with and being undertaken by the sector. We will
also provide information and support
base to strengthen sport about sport
that will enable the sports sector to
practice and positioning VicHealth recognises the importance of contribute to increasing awareness
effective marketing and communication of our strategic priority areas.
Innovation and evaluation is an important
in improving health. We focus our activity
focus of VicHealth’s work. We apply
on raising awareness, understanding
learning to generate change by working
and support. Over the next three years,
closely with our evaluation partners. This
we will communicate with sports sector
work will be consolidated over the next
stakeholders and partner with them to
three years to build a strong evidence
develop strategies which promote good
base regarding the role of sport in
health and make more visible the work
promoting health.

Action Our planned activities

Research and evaluation Promote use of a range of evaluation techniques targeted at the needs of the sports setting.

Consolidate partnerships with Deakin, Ballarat, Monash and La Trobe Universities to support
evaluation capacity development in sport.

Support research and synthesise and disseminate knowledge to sports sector stakeholders on
effective sport-based health promotion practices and assist them in the implementation of evidence-
based activity across VicHealth’s strategic priority areas.

Organisational Support development of healthy sporting environments that are welcoming, safe and accessible to all
development community members.

Provide media support, advice and training to sports sector partners and funded projects to promote
program objectives and outcomes.

Provide opportunities for sports sector skill development in promoting health.

Systems development Encourage links between government, community, academic and sports sector stakeholders to foster
comprehensive program development and evaluation activities.

Communication Form partnerships with a range of funding bodies to build a strong base for health promotion activity.

Use a range of communication channels to translate and disseminate the results of sports setting
evaluation projects.

Develop communications strategies for sports sector activities to raise awareness, understanding and
support among target audiences.

Facilitate an ongoing events program including sport-focused seminars, conferences and forums.

Contribute to policy Use evaluation outcomes to inform policy.

and regulation
Develop policy submissions to support sports sector development and growth.

Advocate for inclusion of sports sector activity in relevant government policies and programs.

14
 Building health through sport

Action in priority health areas

Addressing health inequalities

What we know For example: The life expectancy of Indigenous people

• people who complete Year 12 is much lower than that of the total
People from low income households are Australian population8 with Indigenous
education or higher have rates of
more likely to report their health as fair young people being four times more likely
participation in sport or physical
or poor, experience depression, have days to die before the age of 25, twice as likely
activity above the average (64%)
off work due to ill health, report greater to be obese, twice as likely to smoke and
levels of physical impairment, and have • those with a degree or diploma have
13 times more likely to be in prison.9
greater difficulty accessing affordable the highest rate of participation (79.2%)
health care.4 • people who finish school at Year
11 or below have the lowest rate of Men and women in lower socio-
There is a direct relationship between participation at 51.3%6 economic groups are more likely to
participation and socioeconomic report a sedentary activity level.
• people on a weekly income of less than
disadvantage. Men and women
$300 per week have a participation
in lower socioeconomic groups are
rate of 46.2% compared to 72.3% for While 10% of Australian Football League
more likely to report a sedentary
people earning more than $1000 players are from Indigenous communities,
activity level compared to higher
per week less than half of the Indigenous population
socioeconomic groups.5
• professionals and advanced services participates in organised sport and
workers have the highest rate of physical recreation, compared with two-
participation (79.5%).7 thirds of non-Indigenous Australians.10

15
 Victorian Health Promotion Foundation

Our role with sport Indigenous and non-Indigenous

Victorians. Over the next three years, we
VicHealth focuses on improving the will strengthen this focus by supporting
physical and mental health of people and documenting models of good
experiencing social, economic or sports sector practice that contribute to
geographic disadvantage. We are also reducing health inequalities.
committed to making a contribution
to closing the health gap between

Action Our planned activities

Research and evaluation Implement and document models of good practice in creating sporting environments which benefit the
health of population groups experiencing disadvantage due to their social and economic circumstances.

Participation and Work with leaders from Indigenous and new arrival communities to develop strategic partnerships with
skill development a small number of national and state sporting bodies to increase participation in the codes.

Communication Document and disseminate the success of the Rumbalara Football and Netball Club in developing a
community environment which fosters good health.

Develop a positive imaging strategy which identifies the contribution made by Indigenous men and
women to sport and the wider community.

Community Support organisations such as the Fitzroy Stars Football Club to establish a community hub from which to
strengthening develop health promotion activity.

Organisational Support Indigenous sporting organisations to strengthen their approaches in dealing with the social
development and economic determinants of health.

16
 Building health through sport

Action in priority health areas

Increasing social connection and

participation in physical activity
What we know Communities with high levels of social Participating in sport enhances physical
cohesion, including participation in health and has positive social and
Physical inactivity has been estimated to community organisations and activities, psychological effects, including increased
account for 6.6% of the burden of disease have better health than those with low self-esteem, development of life skills,
and injury. It accounts for 22% of heart levels of social cohesion.15 decreased involvement in risky behaviours
disease, 11% of stroke, 14% of diabetes and an increase in academic achievement.
and 10% of breast cancer; with 54% In rural communities, sport and
of Australian adults not doing enough recreation clubs are the primary source People identify a range of benefits from
physical activity to achieve health benefits.11 of social interaction and support.16 being involved in a local community
Participation in physical activity provides sporting club. The five key benefits are:
Younger females are less likely to opportunities for social connection, 1) socialising and spending more time
participate in sport or recreational cooperation, reciprocity, collective identity with friends
physical activity than young males.12 In and trust in the community.17
Australia, 79.5% of adult women are 2) increasing exercise and
either sedentary or have a low level of physical fitness
exercise compared to 65.8% of men.13 Communities with high levels of social 3) participating in the local community
cohesion, including participation in
4) improving health
People who speak a non-English language community organisations and activities,
at home, especially females, have lower have better health than those with low 5) meeting new people.18
than average regular participation rates in levels of social cohesion.15
any physical activity.14

17
 Victorian Health Promotion Foundation

Our role with sport They provide a valuable service to the local
community and beyond by providing a
From its inception, VicHealth has played place for people to go to improve physical
a significant role in supporting sporting and mental wellbeing. Over the next
organisations to promote and encourage three years, we will continue to support
increased physical activity. Regardless activity designed to expand opportunities
of the sport played, successful clubs and for participation in sport. We will also
organisations have a commitment to explore the social and economic barriers to
inclusion and champion social unity. participation and how to best
overcome them.

Action Our planned activities

Research and evaluation Synthesise and disseminate research findings documenting:

• physical activity participation rates across the population and sub-populations
• the links between physical activity and physical and mental health
• the social connection benefits derived through sports participation and the consequent impact on
mental health.

Work with our sport and academic partners to investigate models of good practice in increasing sport
participation rates for priority population groups.

In collaboration with vicsport and Sport and Recreation Victoria, support a Research Practice Fellow
to strengthen data collection and analysis systems to monitor changes of participation in all forms of
physical activity.

Explore models of good practice in increasing social connection via participation in sport.

Create environments Develop an awards program with vicsport which fosters and promotes ethical and just conduct in sport.

Communication Support sporting bodies to develop communication strategies that promote the physical and mental
health benefits of physical activity and the benefits of being involved in sport.

Community development Support sporting bodies to work with community organisations to increase participation in physical activity.

Contribute to the Victorian Fire Recovery effort through support for local sport initiatives.

Organisational support Support partnership development between state sporting associations, regional sports assemblies
and community organisations to remove barriers and increase access to participation for population
groups with low participation rates.

Support partnerships between sporting bodies and schools to build community links which increase
physical activity for children and young people.

Provide skills training to sport and recreation sector staff and volunteers in practices designed to
increase participation in physical activity.

Participation and Work with vicsport, the government, corporate and philanthropic sectors to sustain a small grants
skill development program designed to remove barriers to participation in sport and prevent injury.

18
 Building health through sport

Action in priority health areas

Reducing race-based discrimination

and promoting diversity
What we know For people born overseas, physical Sporting clubs can implement
activity rates are higher in non-organised codes of practice and regulations to
Discrimination contributes to inequality sport than for organised sport regardless prohibit race-based discrimination
and disadvantage experienced by of country of birth, although there are and establish positive norms.
Indigenous Victorians and some migrant differences within groups.
and refugee communities.19 Sport can play a critical role in promoting
multiculturalism as it offers opportunities
Of Australians born in non-English Sport can play a critical role in for greater social connections, openness
speaking countries, 47% report having promoting multiculturalism. and respect between different individuals
experienced discrimination while 14% and groups.
report experiencing discrimination in the
last 12 months.20 Prejudice and race-based discrimination
are influenced by social norms. Social
Indigenous and overseas-born Victorians norms are constantly changing,
report unacceptably high rates of therefore harmful social norms can be
discrimination when participating in sport.21 shifted and positive norms reinforced.22

19
 Victorian Health Promotion Foundation

Our role with sport to benefit from the lifelong health and
social rewards from sport. Over the next
VicHealth supports development of three years, we will work with the sports
positive behaviours and attitudes about sector to reduce the discrimination
diversity in the wider community; and affecting Victorians from Indigenous and
helps to strengthen organisational policies diverse cultural backgrounds and ensure
and practices that assist this process. that sport can also reap the benefits of
We are committed to enabling Indigenous a multicultural landscape and increased
Australians and people from culturally participation rates.
and linguistically diverse backgrounds

Action Our planned activities

Research and evaluation Conduct a review to identify evidence-based strategies to reduce discrimination in sport.

Support research and evaluation to assess models of good sports sector practice in reducing
discrimination and promoting diversity.

Communication Work with the sports sector to communicate about the positive aspects of cultural diversity.

Develop a positive imaging strategy which identifies the sports contribution made by people from
varying cultural backgrounds.

Community development Work with the Cities of Whittlesea and Shepparton and sporting organisations in these two municipalities
to implement a multifaceted approach to reducing discrimination and promoting diversity.

Organisational support Develop resources and provide skills training to sports sector personnel in practices designed to
reduce discrimination and promote diversity within club environments.

Undertake a regional sports intervention designed to support sporting organisations to implement

strategies promoting respectful behaviours, policies and environments.

Participation and Support sporting organisations to develop opportunities to increase sustained contact between people
skill development from different ethnic and racial backgrounds.

20
 Building health through sport

Action in priority health areas

Preventing violence against women

What we know
By the age of 15, one-third of women
have experienced inappropriate
comments about their body or sex
life, one-quarter have experienced
inappropriate sexual touching, and
one in five have been stalked.23 ROUND 7, 2006 MAY 12-14 $3.50 inc. GST

Sport has begun to play a significant role

in addressing violence against women.

One in three women in Australia who

have had a boyfriend or husband report
experiencing at least one form of violence
during their lifetime from an intimate
male partner.24

Intimate partner violence is the leading

preventable contributor to death,
disability and illness in Victorian women
aged 15–44 years, with depression and
anxiety being the majority of the health
burden imposed.25

Sport has begun to play a significant

role in addressing violence against

THE
women through creating environments
which foster development of respectful

DREAM TEAM
relationships and equal participation.

A SALUTE TO ALL WOMEN IN FOOTBALL

This image of AFL Record is reproduced courtesy of the Australian Football League
AR07 p01 Cover NAT.indd 1 10/5/06 3:02:58 PM

21
 Victorian Health Promotion Foundation

Our role with sport against women and models of good

practice in preventing this violence. Over
VicHealth works with academic the next three years, we will continue
institutions, government and non- to support sporting organisations to
government sectors to develop policies create safe and inclusive environments
and programs designed to prevent for women. We will also focus
violence against women. Our work on mechanisms to facilitate the
is recognised as making a global development of respectful relationships
contribution to increasing knowledge in which women and men can participate
about the health impacts of violence on equal terms.

Action Our planned activities

Research and evaluation Support research to identify models of good sports sector practice which foster respectful behaviours,
policies and environments that are inclusive and safe for women and girls.

Participation and Support and document activity designed to increase women’s participation in sport at all levels.
skill development

Systems development Support the translation of knowledge-building activities into initiatives designed to develop effective
systems within sport to prevent violence against women.

Support the development of an infrastructure within the Australian Football League Victoria capable of
integrating and sustaining violence prevention initiatives into the core functioning of the code.

Communication Develop a communications strategy and collateral that promotes equal and respectful relationships
between women and men.

Work with the sports sector to communicate the benefits of developing respectful and responsible
relationships between men and women.

In collaboration with relevant sporting organisations, respond to media coverage of violence against
women within sport.

Organisational support Develop resources and provide sports sector training in practices designed to foster respectful
relationships between men and women within club environments.

Undertake a regional sports intervention designed to support sporting organisations in implementing

strategies promoting respectful behaviours, policies and environments.

22
 Building health through sport

Action in priority health areas

Reducing tobacco and alcohol consumption

and promoting healthy food choices
What we know
In 21 years, the smoking rate of
Victorian adults has dropped from
34% to 17%.26 Though much progress
has been made, smoking remains the
leading preventable cause of many
cancers, respiratory, cardiovascular
and other diseases.

In Victoria, smoking costs approximately

4000 lives and $5 billion each and
every year.27 Smoking rates remain
disproportionately high in many of our
communities, causing avoidable hardship
and ill health among many of the people
who can least afford it.28

Alcohol remains the most widely used

drug in Victoria with nearly half of
Victorians over the age of 14 years being
daily or weekly drinkers.29

While alcohol consumption is

commonplace in many local sporting
clubs, research has found that it is the
least healthy aspect identified by the
community.

While the majority of Victorian drinkers

consume alcohol in moderation, 33% of
all Victorian adults (aged 18 or over) drink
at risky or high-risk levels for short-
term harm at least yearly.30 This figure is
substantially higher among 18–24 year
olds, with 18% undertaking risky drinking
at least weekly, 44% at least monthly and
64% at least yearly.31

There has been a strong association

between alcohol and sport in Australia. For individuals, the least healthy aspect Inadequate vegetable and fruit intake is
of being involved in a local sporting club responsible for 30% of coronary heart
While there is a diversity of alcohol is the level of alcohol consumed.32 While disease, 20% of gastrointestinal cancer
cultures within sport, sponsorship of alcohol consumption is commonplace in and 14% of stroke.34
some sport and sporting events by alcohol many local sporting clubs, research has
companies, media coverage of celebrations found that it is the least healthy aspect
with alcohol, particularly high-profile male identified by the community.33
team sports are commonplace.

23
 Victorian Health Promotion Foundation

Our role with sport Over the next three years, VicHealth Over the next three years, our efforts will
will continue its research and policy focus on facilitating a comprehensive
Controlling tobacco consumption and development agenda and complement public health approach to reduce alcohol
promoting healthy eating are two areas this by extending its healthy environments misuse in sports. We will continue to
that VicHealth has invested in since its strategy to reinforce gains and achieve research the social impacts of alcohol
establishment. The buy-out of tobacco further reductions in smoking and optimal consumption and effective interventions
sponsorship in sports and arts events nutrition in sporting clubs and events. for reducing alcohol-related harms and
was a world-first and cemented a support sporting organisations to shift
22-year relationship between VicHealth VicHealth has also supported research, to a safe drinking culture. Key messages
and sports for tackling major public programs and campaigns to tackle on responsible alcohol use will also be
health issues and promoting sport. In this the harmful consumption of alcohol. developed in collaboration with sports.
time, substantial investments were made The philosophy of harm minimisation
in sporting clubs and organisations to informs our work and we support multi-
create environments supporting healthy pronged strategies that extend beyond
choices, such as smoke-free policies and the health sector and into areas of law
healthy food choices and messages at enforcement, market regulation, taxation
events and in clubs. and social marketing.

Action Our planned activities

Research and evaluation Support research to develop innovative alcohol prevention policies and programs in sport.

Explore models of good practice in creating sporting environments which reduce tobacco and alcohol
consumption and provide healthy food choices.

Create environments Facilitate the creation of sporting environments that promote a safer drinking culture.

Organisational support Support development of sporting organisations which regulate tobacco consumption, sustain
responsible alcohol management and healthy food policies.

Implement a regional sports intervention designed to support community sporting organisations to

progress work in reducing tobacco and alcohol consumption and to implement healthy food practices.

Communication Support development and implementation of a campaign which highlights sports sector activity
designed to create healthy sport environments.

In collaboration with relevant sporting organisations, respond to media coverage of alcohol

consumption within sport.

Systems development Support the translation of knowledge-building activities into initiatives designed to develop
effective systems within sport to ensure responsible management of alcohol, tobacco and
healthy food consumption.

Support the development of policies and associated infrastructure within the Australian Football
League Victoria capable of integrating and sustaining responsible alcohol, tobacco and healthy food
consumption practices into the core functioning of the code.

24
 Building health through sport

Action in priority health areas

Reducing harmful UV exposure

What we know A 2009 survey found that more than half musculoskeletal health and reducing
of Victorian State Sporting Associations the risk of bone fractures. However, it
More than 1600 Australians die from skin did not have a policy for sporting clubs to should be noted that only certain groups
cancer each year, with at least two out of manage exposure to UV radiation and just in the community are at increased risk
three Australians being diagnosed with under half did not have a policy around of vitamin D-deficiency. They include
skin cancer before 70 years of age.36 heat illness.38 naturally dark-skinned people,
those who cover their skin for religious
Of all cancers, skin cancer is the most
or cultural reasons, the elderly, babies
expensive burden on our health system. ...skin cancer is one of the most
of vitamin D-deficient mothers and
Ironically, skin cancer is one of the most preventable cancers in Australia.
people who are housebound or are
preventable cancers in Australia.37
in institutional care.39
Major outdoor sports such as cricket, A balance is required between avoiding
tennis, golf, lawn bowls and surfing are an increase in the risk of skin cancer
generally played during the time of year by excessive sun exposure and
when UV levels are extreme. Players achieving enough sun exposure to
and spectators are all at risk unless maintain adequate vitamin D levels.
appropriate protection is taken. Vitamin D is beneficial for maintaining

25
 Victorian Health Promotion Foundation

Our role with sport In the next three years, we will reinforce
sun-protective attitudes and behaviours
VicHealth and the Cancer Council Victoria across the community, particularly
have worked in partnership for over 20 among young people. Innovative
years to reduce the harmful effects of UV measures in sports settings will also be
exposure. A key setting for the Cancer supported to maintain the decrease in
Council SunSmart campaign has been rates of melanoma and non-melanoma
schools and outdoor sports activities. skin cancer.

Action Our planned activities

Research and evaluation Support research into effective social marketing strategies for UV protection.

Create environments Improve environmental protection strategies, including shade audits, identifying options for built and
natural shade.

Communication Increase investment in public education campaigns.

Target adolescents and young adults with SunSmart messages to increase UV protective behaviours.

Focus awareness-building activity in settings and activities where people mostly get burnt including
sport, water/beach related activities, active and passive recreation.

Organisational support Trial new UV protection strategies with community sporting organisations.

Assist sporting organisations to reduce UV exposure through provision of small grants to enable
access to shade equipment.

26
 Building health through sport

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28
Sport is a preserver
of health.
> Hippocrates
Victorian Health Promotion Foundation
PO Box 154 Carlton South 3053 Australia
T. +61 3 9667 1333 F. +61 3 9667 1375
[email protected]
www.vichealth.vic.gov.au

ISBN: 978-0-9807354-2-0
October 2010
Publication number: P-010-PA