Sport England
Call to adventure
When Sport England's research revealed young people's complex relationship with physical activity, they recognised that traditional approaches weren't working. Instead of pushing standardised sports programmes, they needed a fresh perspective – one that would empower young people to discover activities that they genuinely enjoyed and could even develop a passion for. This perfectly aligns with my belief that the future of education lies in personalisation and nurturing the individual interests of young people.
Challenge
I was presented with extensive research data that, while valuable, wasn't reaching its intended audience effectively. Sports leaders and practitioners needed this insight to revolutionise how they engaged with young people, but the academic format was a barrier to understanding and implementation. My challenge was to transform this research into a compelling narrative that would inspire real change in how we approach youth physical activity.
Approach
Rather than simply condensing the research, I took a human-centered approach. First, I listened deeply to understand the nuances of young people's experiences and the practical needs of sports leaders. This helped me identify the key insights that would drive meaningful change.
I then crafted punchy, accessible messages that spoke directly to how young people actually feel about physical activity – not how adults think they should feel. These messages were designed to be flexible across different platforms and contexts, reflecting Sport England’s understanding of how modern educational content needs to adapt to various settings.
The culmination was "Under the Skin" – a story-driven resource pack that balanced practical guidance with engaging narrative. This was designed in both digital (PDF) and physical (Z-card) formats, recognising that effective educational tools need to meet people where they are.
Impact
The response was immediate and powerful. The launch tweet became Sport England's most shared post ever, demonstrating how well the message resonated with a digitally native audience. More importantly, Sport England has become a leader in youth engagement, helping young people discover physical activities they genuinely love – a perfect example of how traditional institutions can evolve to meet the needs of future generations.
This project exemplifies my belief that education – whether in sports, academics, or life skills – must shift from a one-size-fits-all approach to one that celebrates individual preferences and pathways to engagement. By translating complex research into accessible, actionable insights, I helped Sport England create lasting change in how we approach youth physical activity.
“You really helped us to clarify the key messages we wanted to deliver. The clear copy and the distinctive illustrations are helping more people notice the work, and understand it.”
– Carol Fraser, Business Advisor, Sport England
