WACFL Platinum Partner

Opportunity

As well as encouraging physical activity, community sporting groups play a key role in bringing communities together [1]. Australian football league clubs are often a hub of the community, especially in regional areas, and are an important central space in moments of celebration or crisis and integral to a community’s identity and sense of belonging [2].

Football games attract a wide audience with many grounds used for a variety of sports. Having social issues communicated in these environments can give messages a greater sense of importance and relevance [1].

The issues relating to mental health concerns in our community are complex and arise from a range of interrelated factors. Australian Bureau of Statistics data indicates that between 2017-2018, 20 per cent of Australians had a mental or behavioural condition, 13 per cent had an anxiety related condition and 10 per cent had depression or feelings of depression [3]. Of particular concern is the high rate of suicide in regional and remote communities – the more remote the community, the higher the rate of suicide [4]. In addition, people in rural and remote communities are less likely to access treatment than those in city areas, and this is likely to contribute to the higher rate of suicide in these communities [5].

The Think Mental Health education campaign is part of a comprehensive WA approach to build mental health and wellbeing and reduce mental health issues with the view of reducing the state’s suicide rate. In 2017, the MHC launched the first phase of the campaign that focussed on assisting the community to connect with the best information, support, and services.

Around the State, the WACFL has a regional network capable of leading and driving social change across a range of issues including alcohol and other drugs, men’s health, and road safety. They are well positioned to promote a campaign targeting mental health, with a strong reach into regional communities around WA. The MHC also has a state-wide network of Suicide Prevention Coordinators who have been important in supporting the WACFL’s program delivery.

Approach

Through this partnership, a capacity building mental health Community Development Program was rolled-out across all 25 Country Football Leagues from the Kimberley to Esperance over a three-year period, commencing in 2019. 

This partnership aimed to:

• Increase awareness and understanding of the Think Mental Health message among the target audience.
• Build the capacity of the regional football network with mental health first aid skills and awareness.
• Improve public understanding of the catalysts of good mental health.
• Create opportunities for social inclusion.
• Develop and maintain policies that create healthy environmental and cultural change at League and club level, including responsible alcohol promotion and consumption.
• Reduce the promotion of unhealthy messages or brands which undermine Healthway’s objectives.

Strategies used included:

• Promotion of the Think Mental Health message through activation strategies – Think Mental Health Round and BBQ, Think Mental Health Bush Footy Legends Podcast Series, Clubs’ signage, and branding.
• Development of a healthy club culture through education and resource toolkits, opportunity for training and capacity building of staff and members.
• Provision of bystander mental health training through training of club champions including players, coaches, and administration staff.
• Engaging with clubs to develop strategies regarding the responsible service and consumption of alcohol and addressing the harms of illicit drug use. The program builds upon existing initiatives with support from the Australian Drug Foundation’s Good Sports Program and the MHC Regional Suicide Prevention network.
• Removal of Carlton United Brewing logos and promotions from clubs, ovals, and uniforms across the 25 Country Football Leagues.
• Formation of the Country Football Community Advisory Panel (Advisory Panel), creating a network of experts providing guidance to the WACFL in the development of relevant health and wellbeing policies and procedures for country clubs.

Impact and outcomes

An evaluation conducted after the first 12 months provides some initial insights and lessons from the partnership experience, with 94 per cent of participants recalling at least one element of the Think Mental Health partnership when prompted.

Data also showed that 12 per cent and 13 per cent of those surveyed were aware of Think Mental Health and the Talk to a Mate!® initiatives respectively. Brand recognition for Healthway was high at 72 per cent.

Most respondents also rated achieving and maintaining their own mental health and wellbeing as important (79 per cent). They also saw the value in talking about how they are feeling to find solutions (57 per cent) and believe asking for help as acceptable (100 per cent).

Organisers also reported that culture among players has improved, both around sharing how they are feeling and being supportive of those discussions

Healthway will continue to work with the WACFL from 2022 to 2024 on the Community Development Program. With strong partnerships developed with Regional Men’s Health, the MHC, and Advisory Panel, the program will aim to strengthen local service networks and identify opportunities to educate and build mental health support capacity within the country football community.