An Outdoor Meeting Point for Teenage Girls

Abstract

VelopA-Omniplay is one of the larger suppliers of sports and playground equipment in the Netherlands, which is a highly competitive industry. VelopA-Omniplay is part of VelopA B.V., who’s vision is ‘living • outside • together’. VelopA-Omniplay’s own vision is closely linked, and states that “every child has the right to play, to play sports and to be together.” In VelopA-Omniplay’s product portfolio, the main product category is Play, with playground equipment for children aged 0-14 years old. The second largest product category is Sports & Fitness, with sports facilities mainly targeting and attracting boys. This leaves an underserved target group, the teenage girls, which is the main research topic of this report: What could VelopA-Omniplay offer to involve more teenage girls into outdoor activities? Due to different changes (biological, psychological and social) in the adolescent’s life, the need for security and support is evident. Many adolescents become self-conscience about their appearances and how they come across to others. Especially teenage girls value the opinion of peers: the need for wanting to ‘fit in’ was more important than personal opinions or preferences (Hurtes, 2002). The potential for ridicule from boys or even adults will most likely influence the girls’ desire to participate in any physical activity (James, 2001). The lack of interest in physical activities is also illustrated by a drop in physical activity during adolescence: rates of physical activity among American girls declined by 83% in 10 years (Kimm et al., 2002). In the Netherlands, only 40% of 15-19 year-olds met the norm of at least one hour of moderate to vigorous physical activity per day (Ewalds and van der Mooren, 2011). Important correlates of physical activities are biological/demographical (age, gender, non-white ethnicity, socioeconomic status), psychological (such as motivation, body image, enjoyment, perceived competence), behavioural (such as sport participation), social (parental and social support) and environmental (access to facilities, local crime). Thus, the ‘simple’ act of being physically active seems to be influenced by many factors: some of which are changeable (e.g. attitude or environmental factors), some of which are not (e.g. age). The literature discussed in the second part of the report is mainly based on research done with girls (and boys) in the U.S.A., UK and Australia. There have been some studies concerning Dutch young people, but more research needs to be done, especially in light of outdoor activities. What are their needs and wants regarding public spaces and where do they currently go, with whom and why there? These questions need to be answered in order to provide VelopA-Omniplay with sound recommendations for pursuing its wish to offer ‘something’ to the girls. In order to ask their opinion on the needs and wants of teenage girls, and to tap into their experience with organizing activities for them, a small questionnaire was digitally sent to 25 youth and girl workers, of which 18 (72%) were received back. There are many opportunities for girls to make use of outdoor facilities, such as sports facilities, according to the youth workers. However, girls either just cannot be bothered to use them or do not feel ‘safe’ enough to use them, because of, for instance, the overall atmosphere in a neighbourhood. The supervision of (female) youth workers could convince girls to participate in either outdoor or indoor activities. Using the established connections with these 18 youth workers, a second research was set up to talk to the teenage girls themselves. Three focus groups were conducted in order to find out what the girls thought was important in an outdoor (sports) meeting point with friends. The most important factor in a meeting point for teenage girls in general, is their need of feeling safe. This causes them to choose places that are familiar to them; familiarity by recognition, cosiness or by account of the people who go there in general and the people who take them there. Places that offer cleanness, lighting, just the right amount of green, and the presence of children of their own age, or under. Moreover, the meeting point should not feel childish, which can be accomplished by attributing the meeting point with youthful colours, coloured graffiti, some shelter from the wind and rain (or the sun during summer) and offering activities that fit their age and dexterity. ‘Girly’ shapes such as hearts and flowers or purple colours are not immediately disliked – however, these should be used with caution, as too much could result in ‘girly attribute’ overkill. Next to safe, the location should facilitate the girls to have fun. Products the girls mentioned as fun were for example seesaws, carrousels, swings, cartwheels, a sports field and a skate ramp for climbing. The possibility to engage in a friendly game of sports is not discarded and with some girls even liked, but there should also be the possibility to just sit and talk, and to do nothing – just chilling. The final design delivered in this graduation project is not just a concept of how outdoor equipment for teenage girls could look like, it is also an insight of the many factors influencing their participation in outside activities - the actual design is only one of many. Recommendations and suggestions are made to VelopA-Omniplay on how to incorporate the newly gained insights into the development of the hardware (actual design, locations, surroundings and activities), as well as how to guide customers (a handout), so that the preconditions are right for girls to participate and be outside. These preconditions are also closely related to what is called the ‘software’ in this report: the people factor (mainly the individual and sociocultural factors). Recommendations and suggestions to VelopA-Omniplay are made on how to influence this people factor. Although VelopA-Omniplay will most likely not be able to contact the girls themselves, they could sponsor or partner with for example youth and girl workers who can. Finally, where and how to gain a competitive advantage are presented and recommendations on future steps as well as suggestions for further research are made.