Bowls Australia Women In Bowls Strategy AUGUST 2021 – COMMERCIAL IN CONFIDENCE
Introduction and Contents Introduction
Contents
In April 2021, Bowls Australia engaged SBP to assist in developing a strategic document and implementation roadmap to enhance participation and the overall experience of women in the sport of Bowls.
Introduction and Contents
2
Background and Context
3
The final document will assist BA to:
Our Vision for Women and Girls in Bowls
4
Understanding the Participant Experience
6
Snapshot of Women and Girls Participation
7
Key Learnings from Government
9
Key Learnings from other Sports
10
Strategic Framework
11
•
Identify and remove barriers to accessibility, choice and pathways for women and girls to participate in sport and active recreation through bowls.
•
Increase representation of women involved in governance and leadership roles in Bowls in Australia;
•
Identify ways to improve the sport’s accessibility for all, regardless of age, culture and ability.
This strategies outlined in this document will be supported by an implementation roadmap outlining the key responsibilities, timeframes and associated actions to deliver on the plan. The roll-out of these initiatives will be enhanced by a whole-of-sport approach involving STA’s, Zones/Districts and Clubs to prioritise women and girls’ participation in bowls.
SBP – Women In Bowls Strategy – August 2021
Leadership and Culture
13
Creating opportunities and Removing Barriers
14
Inclusive Marketing, Promotion and Communication
16
Implementation Timeline
17
Appendix: Case Studies
18
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Background and Context Context and Importance of Gender Equity in Sport And Recreation Addressing gender inequality is the most important priority in removing barriers and creating environments and opportunities that are equitable for all. The sport and recreation industry has an opportunity to challenge gender stereotypes and discriminatory attitudes and promote fairness and respect. The following points apply to modern society generally, and are not intended to be reproachful of the bowls community specifically. • • •
Bowls Australia Background BA has established a Women in Bowls Working Party to advise BA and STAs on practical actions available to Bowls in Australia to enhance participation of women and girls and to increase their engagement in leadership and governance roles in the sport. One of the key responsibilities of the Working Party is to develop a detailed strategy with recommended priority areas for practical action, which can be implemented by BA and STAs. The Working Party’s advice should provide a roadmap for BA to: •
Gender equality is a human right and precondition for the prevention of family violence and other forms of violence against women and girls.
Increase representation of women involved in governance and leadership roles in Bowls in Australia;
•
Women and girls have historically experienced discrimination and disadvantage on the basis of sex and gender.
Enhance accessibility, choice and pathways for women and girls to participate in sport and active recreation through bowls.
•
Identify ways to improve the sport’s accessibility for all, regardless of age, culture and ability.
Advancing gender equality is a shared responsibility, and sport and recreation has a key role to play.
SBP – Women In Bowls Strategy – August 2021
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O u r V i s i o n f o r Wo m e n a n d G i r l s i n B o w l s This strategy provides the foundations for transformative change to the bowls experience, ultimately striving towards gender equity. This strategy will be regularly reviewed and extended to ensure flexibility and adaptability to the continually evolving environment. The vision which has guided the first phase of change is creating a welcoming, inclusive and accessible sport that empowers and inspires women and girls to participate and have fun at all levels. Principles for developing the strategy •
Less is more – a clear focus on realistic and achievable initiatives.
•
Ripple effect – create actions which begin small but can be scaled nationally.
• Holistic change – create buy-in and engagement across all aspects and levels of the sport.
Bowls is a welcoming, inclusive and accessible sport that empowers and inspires women and girls to participate and have fun.
SBP – Women In Bowls Strategy – August 2021
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SBP – Women In Bowls Strategy – August 2021
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Understanding the Par ticipant Experience Bowls Australia Participant Experience Survey In mid-2020, the National Women in Bowls Working Party undertook research with the Australian bowls community to inform the development of the Women in Bowls Strategy. Responses were received from 2,965 lawn bowlers, and the majority of survey participants identified as female (67%) and nearly half were aged 65-75 years old (45%). Overall, women were less likely than men to report that: New women were welcomed and encouraged by men
New ideas were welcomed and encouraged in bowls
Women and men were treated equally within bowls
Key Survey Findings • •
Women were more likely to play weekday competitions whereas men were more likely play weekends. Women were more likely to mention bullying or intimidation as a current or previous barrier to participation, while the barriers most frequently reported by men were a lack of time due to work/study commitments and timing of events.
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A greater proportion of women reported that new women are welcomed and encouraged by other women.
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Women were less likely than men to believe that bowls was accessible enough for women to participate. Similarly, women were less likely to believe that more opportunities existed for women now, compared to 5 years ago.
SBP – Women In Bowls Strategy – August 2021
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Female survey participants provided a wide range of experiences of unacceptable behaviour, including sexual remarks, aggressive ‘coaching’ and the deliberate use of inappropriate language by men to put women off participating.
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Women under 65 years of age were more likely to report having witnessed or experienced sexist behaviours (62%) compared to women over 65 years (47%).
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The image of bowls as an older persons sport was cited as a concern for existing players and a potential barrier to recruiting more younger players.
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Some of the significant barriers to more diverse participation are strict and expensive uniforms, rigid adherence to rules, long games and the timing of games during the week (as opposed to after hours or on the weekend).
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Survey respondents also recognised the need to engage a more diverse demographic in bowls.
Key Insights and Implications: •
First impressions of the game are critical to engaging women and girls, and clubs that focus on ensuring safe, friendly and welcoming environments for all (regardless of gender) will be best placed to grow.
•
More diverse imagery and media coverage of women of all ages playing bowls will assist in breaking down perceptions of the sport as primarily for older demographics.
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Thinking innovatively about shorter participation formats with less rules and more relaxed uniform requirements will assist in reducing barriers for women and girls.
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S n a p s h o t o f Wo m e n a n d G i r l s P a r t i c i p a t i o n Women and Girls Participation in Sport and Recreation
Women and Girls Participation in Bowls
Women are more likely to be insufficiently active (59% compared to 50% for men) and less likely to play sport. (Sport Australia, 2021)
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The barriers and motivations of women and girls to participate in sport and recreation are often vastly different to those of men and boys.
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Young girls are also less likely to participate in organised sport than boys and there is a significant drop out of female participants in sport between the ages of 14 to 17 (Sport Australia).
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Current issues affecting the participation of women and girls in sport generally include:
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Systemic fear of judgment relating to appearance, ability and/or priorities,
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Care giving responsibilities,
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Limited female-friendly amenities,
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Perceptions of safety,
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Cultural differences.
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Across Australia, male bowls participants are in the majority, making up 68% of all regular participants (4+ games).
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This gender variation is relatively consistent across all age brackets, apart from those under 18 years, where males are still the majority but contribute 56% of all participants.
Total Bowls Participation by Gender (2019)
Understanding and addressing these barriers is critical to developing any strategies to increase engagement and participation of women and girls.
Sources: https://www.clearinghouseforsport.gov.au/kb/sport-participation-in-australia/participation-statistics-and-trends https://www.bowls.com.au/wp-content/uploads/2020/06/2019-National-Census-Digital-Final-v2.pdf SBP – Women In Bowls Strategy – August 2021
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SBP – Women In Bowls Strategy – August 2021
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Key Learnings – Government In developing this strategy, an analysis of existing strategies and documentation at an International and National level was undertaken to identify best practice and share key learnings. A summary of key implications to be considered in the development of this strategy is outlined below.
Her Sport Her Way – NSW Her Sport Her Way is the NSW Government’s strategy to build a stronger sport sector where women and girls are valued, recognised and have equal choices and opportunities to lead and participate. It is a key action under the whole-of-government NSW Women’s Strategy 2019-2022.
Change Our Game – Victoria In December 2015, the Victorian Government released a report from the independent Inquiry into Women and Girls in Sport and Active Recreation. The report shed light on gender inequality in Victorian sports and recreation. The report outlined a way forward, helping change and improve sport and recreation for all involved.
Her Sport Her Way builds on the momentum in women’s sport and looks through a female lens at the way that sport in NSW is delivered, coached, marketed, led, sponsored and consumed. The Strategy identifies 29 initiatives across four strategic pillars:
The overwhelming finding was that women are under-represented in leadership roles in a sports sector that is still predominantly male-centric and dominated. ‘Change our Game’ is a rally cry to ignite an undeniable desire amongst women and men who want to see their sport and recreation activities prosper into the future. The recommendations included:
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Participation.
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Places and spaces.
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Leveraging investment.
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Leadership.
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Drive commitment through an Ambassadors of Change program.
A key feature of the Her Sport Her Way Year Two Action Plan is a strong focus on supporting leaders and enabling participation opportunities for women and girls.
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Engage and empower by connecting Ambassadors to women and girls.
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Mandate gender balance and good governance principles.
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Reform recruitment practices and processes for leadership positions.
Key Insights and Implications:
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Enhance participation choice and improve how opportunities are marketed.
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Deliver female-friendly built environments and equitable facility usage policies.
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Build an enabling environment through education and training.
Industry leading strategies will need to have a strong focus on improving opportunities for women to take on leadership roles within sport. This means showcasing leadership pathways, creating a culture where women feel valued and empowered, and developing ambassador and mentor programs.
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Showcase the pathways and opportunities through role models.
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Increase the profile of women in sports media.
Facilities and environments are also identified as a key issue to address to improve participation outcomes for women and girls. This refers to physical infrastructure, as well as welcoming and safe environments.
Sources: https://changeourgame.vic.gov.au/the-initiative; https://www.sport.nsw.gov.au/hersportherway SBP – Women In Bowls Strategy – August 2021
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Key Learnings – Other Sports This Girl Can – Sport England
Activate! Queensland
Launched in January 2015, This Girl Can is Sport England’s nationwide campaign to get women and girls moving, regardless of shape, size and ability.
Activate! Queensland is the Queensland Government’s 10-year plan to empower more Queenslanders to enjoy physical activity and improve health and wellbeing outcomes. This strategy will provide quality infrastructure, increase opportunities to participate and improve collaborations to achieve results in local communities where it is needed most.
The campaign is based on data and insights that continually evidence the under-representation of women in sport. In 2014, when the campaign was developed, 1.75 million fewer women were exercising regularly than men. •
Increase the number of girls and women taking part in sport and exercise.
One of the key initiatives that the Queensland Government will address under this investment is to inspire female participation and “prioritise quality and equity as fundamental to the physical activity experience.”
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Change how women and girls feel about exercising and playing sport.
This means:
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Change the opportunities available to women to become active.
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Increasing participation rates of women and girls through initiatives aimed at improving the sport and active recreation experience.
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Harnessing the power of social connection and inclusion to motivate and inspire women and girls and raise the profile of women at all levels of sport and active recreation.
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Providing female athletes, coaches and leaders with pathways to high performance sport to encourage equity and success.
The key objectives of the campaign are to:
Vision 2025 – Golf Australia Launched in 2018, Golf Australia’s Vision 2025: The Future of Women and Girls in Golf national strategy aims to position golf as a sport where women and girls are inspired to participate, feel welcomed and nurtured throughout, and empowered to achieve their goals. The strategy’s key initiatives aim to influence four key areas of golf: •
Culture & Leadership.
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Grassroots participation.
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High Performance Pathways & Coaching.
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Marketing & Positioning.
Key Insights and Implications:
Through Vision 2025, Golf Australia intends to introduce and retain more women and girls in golf through innovative, inspiring, needs based and age and gender appropriate programs, pathways and access to quality coaching.
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The way that sport and physical activity opportunities are portrayed in social and mainstream media impacts how women and girls feel and think about sport and recreation.
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Marketing and promoting sport and physical activity opportunities that encourage women and girls of all ages, abilities, body types, backgrounds and ethnicities will be key to breaking down any perceived barriers within the bowls community and encouraging more women and girls to play bowls.
Sources: https://www.sportengland.org/campaigns-and-our-work/this-girl-can; https://www.dtis.qld.gov.au/sport/activate-queensland; https://www.golf.org.au/vision2025old/ SBP – Women In Bowls Strategy – August 2021
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Strategic Framework
Strategic Framework
Pillar
Leadership and Culture
Key Objective Targets
We will encourage and empower women and girls within our sport •
More women presidents of BA and STA’s.
•
Increased % of women represented on Boards/Committees across all levels of the sport. Increased % of women as role models/ambassadors.
• • • •
Increased % of women as RBM’s/BA staff in general. Increased % of women in senior staff management positions.
Inclusive Marketing, Promotion and Communication
Creating Opportunities and Removing Barriers We will create welcoming and inclusive environments that encourage women and girls
We will enhance the marketing of the sport to appeal to women and girls and ensure that participation opportunities are promoted and communicated equally
to participate in bowls •
Increased provision of gender neutral and women friendly facilities.
•
Ensure equal gender representation in all marketing and promotional material.
•
Increased number and formalisation of the role of champions of change within clubs.
•
•
Increased number of programs and
Increase % of women and girls’ from diverse backgrounds participating in bowls.
•
Increase the number of women with media broadcast training.
competitions designed and targeted towards increasing participation amongst women and girls.
Increase % of staff and board members who have undertaken gender equality training.
SBP – Women In Bowls Strategy – August 2021
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Leadership and Culture Bowls Australia Initiatives
STA Initiatives
1.
Undertake a national roadshow to inform and engage the bowls community
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Introduce the 40:40:20 principle for the composition of STA and Club Boards.
members about this strategy and how they can get involved.
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Ensure male representatives are included in working parties regarding women and girls' engagement.
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boys are involved in discussions and initiatives to improve gender equity.
We will encourage and empower women and girls within our sport
Targets •
More women presidents of BA and STA’s.
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Increased % of women represented on Boards/Committees across all levels of the sport.
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Increased % of women as role models/ambassadors.
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Increased % of women as RBM’s/BA staff in general.
•
Increased % of women in senior staff management positions.
•
Increase % of staff and board members who have undertaken gender equality training.
SBP – Women In Bowls Strategy – August 2021
Ensure women and girls, and men and
•
2.
3.
Prepare a suite of resources for stakeholders outlining how they can support the strategy and contribute to the overall targets.
Transform the WiB WP into a National Reference Group, including representatives from each STA and a selection of clubs. Implement a national succession planning framework to guide the identification, appointment and development of future leaders across all levels of the sport. •
Club Initiatives •
Encourage existing members and participants to invite their family, friends and networks to engage with bowls.
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Establish mentoring and development programs to identify women and encourage them to take on leadership roles within clubs.
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Develop a series of case studies from within clubs and other sports to share key learnings around stories of success.
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Engage club coaches and decision makers to develop inclusive and welcoming environments within their clubs.
Ensure this is a key focus for the Nominations Committee.
4.
Identify local ambassadors within clubs to advocate for gender equity and women and girls’ participation.
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C r e a t i n g O p p o r t u n i t i e s & Re m o v i n g B a r r i e r s Bowls Australia Initiatives
STA Initiatives
1.
•
2.
We will create welcoming and inclusive environments that encourage women and girls to participate in bowls
3.
4. Targets •
Increased provision of gender neutral and women friendly facilities.
•
Increase the number and recognition of the role of champions of change within clubs.
•
Increased number of programs and competitions designed and targeted towards increasing participation amongst women and girls.
5.
Develop a Code of Conduct template that ensures bowls clubs are safe and welcoming environments for all participants. Introduce more appealing and comfortable bowls clothing options for women and girls. Identify and share a series of club-based case studies and learnings that demonstrate the benefits of improving culture and creating more inclusive and welcoming environments, and participation opportunities. Develop a calendar of entry-level competitions to make it easier for new participants to engage with the sport. Investigate the development of a club certification program that identifies clubs which provide safe and welcoming environments for women, juniors and people of all abilities.
Increase participation and competition opportunities that cater to the needs of the local market, including new products, flexible commitment, timing and payment options, and access to coaching. •
•
Consider piloting a shorter format as a dedicated women and girls’ product.
Identify opportunities to partner with schools to encourage junior participation from both girls and boys.
Club Initiatives •
Develop more flexible participation and competition opportunities that enable women and girls to participate at times that are suitable to them.
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Provide women-focused social competitions as a participation option, particularly for women aged over 70.
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Introduce junior initiatives that encourage young girls to participate and create safe and welcoming environments.
Note: Pathway models are currently under development SBP – Women In Bowls Strategy – August 2021
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SBP – Women In Bowls Strategy – August 2021
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Inclusive Marketing, Promotion and Communication
We will enhance the marketing of the sport to appeal to women and girls and ensure that participation opportunities are promoted and communicated equally Targets •
Ensure equal gender representation in all marketing and promotional material.
•
Increase % of women and girls’ from diverse backgrounds participating in bowls.
•
Increase the number of women that have undertaken media broadcast training.
Bowls Australia Initiatives
STA Initiatives
1.
•
Ensure equal gender representation in all marketing materials and language that is used in the promotion of the sport.
•
Work with the RBM’s at a local level to engage clubs with the WiB Strategy.
Review and update existing policies and plans to ensure equal and diverse representation in all collateral and promotional materials across all channels and platforms. 2. Develop a dedicated women and girls’ in bowls marketing campaign, which includes: • A showcase of grassroots participants to elite women and girls’ bowls competitors, demonstrating the pathway. • Creating content and utilising language which is tailored to the inclusive objectives of the sport. • Identifying and targeting market segments. • Celebrating our international representatives and role models. • Highlighting real stories from our existing clubs, programs and participants. 3. Collaborate with other sports and industry bodies to leverage existing Women In Sport initiatives to promote bowls.
Club Initiatives •
Review the content and language used in all club collateral, marketing and promotional material to ensure it is inclusive of all bowlers and aligns with the National campaign.
4. Leverage and showcase this strategy at our major events and in support of Olympic and Paralympic recognition. 5. Create a pathway to identify and develop our aspiring women broadcasters.
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Implementation Timeline Timeframe Indicative Quick- 2021 Budget win Q4
Ref
Bowls Australia Initiatives
1.1
National Roadshow
$75,000
1.2
National Reference Group
$5,000
1.3
National succession planning framework
1.4
Local ambassadors
2.1
Code of Conduct template
2.2
More appealing and comfortable bowls clothing
2.3
Club-based case studies
-
2.4
Calendar of entry-level competitions
-
2.5
Club Certification Program
-
3.1
Review and update existing policies and plans
-
3.2
Women and girls’ in bowls marketing campaign
3.3
Collaborate with other sports and industry bodies
-
3.4
Leverage and showcase this strategy
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3.5
Media talent development program
$15,000
2022 Q1
Q2
Q3
2023 Q4
Q1
Q2
Q3
2024 Q4
Q1
Q2
$5,000 $10,000
$140,000
STA Initiatives 1.5
40:40:20 principle for STA and Club Boards
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1.6
Male representatives included in W&G working parties
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2.6
Partner with schools to encourage junior participation
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2.7
Increase participation and competition opportunities
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3.6
Equal gender representation in all marketing materials
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3.7
Work with the RBM’s
-
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Case Studies
Girls on the Green Castlemaine Bowling Club •
Castlemaine Bowling Club, like many bowling clubs in Australia have been struggling to obtain new female members.
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The age demographic for female members at Castlemaine Bowling Club shows that half their ladies are over 75 and a further quarter are over 79.
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With an aging population and low recruitment numbers, it was clear measures needed to be taken immediately.
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A recruitment sub committee was formed with the responsibility of organising and supervising recruitment programs. The Club saw Jack Attack as a great program to capitalize on the existing work they had done attracting new female members to their club.
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From this, ‘Girls on the Green’ was born. Castlemaine offered a barefoot bowls experience with music, food, a glass of bubbly or juice. The club also they accommodated workers by running the competition for an hour 15 minutes, one night per week, over a four-week period.
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Over four weeks the attendance grew to 80 with Castlemaine taking the proactive approach by taking contact details of ladies who seemed keen to return; a total of 58 ladies registered their details
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After the success of this initiative, Castlemaine formalised the sessions and created a competition, registering for Jack Attack, a program that replicates the successful Australian Premier League that is now sweeping the nation.
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•
Key insight •
Focusing on the fun and social elements of bowls is important for attracting women and girls to the sport.
The Jack Attack program is designed to increase bowling participation and give our large number of barefoot bowlers the option to compete in a competition that fills the gap between social/barefoot bowls and competitive pennant comps.
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Flexible participation formats that only require a short time commitment and are facilitated after business hours accommodates women who may be time poor due to work, family or other commitments.
Castlemaine attracted 10 teams of three or four ladies and have now gathered a group of new participants,
•
Creating pathways and opportunities to continue to play is important to ongoing engagement after the completion of any participation program.
Reference/s: https://www.bowls.com.au/girls-on-the-green/ SBP – Women In Bowls Strategy – August 2021
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Bowling with Babies Werribee Bowling Club •
Bowling with Babies is a fitness and social activity aimed at women with young babies. Bowling with Babies brings new and expecting mums together to enjoy a coffee, a chat and a social roll.
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Bowls Victoria identified a gap in their target audience and developed the program to encourage more women to the sport. Adding a social element to the program gives young mothers an opportunity to get out of the house, be active and mix with women in similar life scenarios to them
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Supported by VicHealth, Bowling with Babies aims to assist less active mum’s and dad’s to become more active and enable them time to focus on their physical well-being in a fun, relaxing and comfortable environment – with their baby.
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Clubs that run the program are equipped with change tables, play pens and blankets.
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Werribee Bowls Club was one of the first to be involved in the program, running weekly sessions each Friday between 10am and 1pm. Each session cost $15 including coffees and a light lunch. All equipment is provided by the club and the aim of the program is to be casual and flexible.
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After a four-week pilot program, the club continued to run the sessions due to the positive feedback received. One participant explained: “It’s a support group as well as a community, as well as doing exercise at the same time.”
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The success of Bowling with Babies was recognised in 2018, when the program was announced the Victorian Sport Development Initiative of the Year at the Victorian Sports Awards.
Key insight •
Casual and flexible participation formats assist in engaging young mum’s who otherwise may be unable to participate in sport and physical activity.
•
The social element of entry-level participation programs is more important than the competition elements, and this should be a key focus when clubs are looking to engage new audiences.
Reference/s: https://www.bowlsvic.org.au/bowling-with-babies/ SBP – Women In Bowls Strategy – August 2021
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Bowls Australia Darebin International Sports Centre John Cain Memorial Park281 Darebin Road Thornbury, VIC 3071
