Liverpool John Moores University blog


This article was written on 22 Nov 2011, and is filed under Community, Health, Think magazine.

Everton in the community

An increasing number of men are developing a range of preventable lifestyle-related diseases, due to lack of contact with traditional health services. Everton Football Club has teamed up with LJMU’s School of Sport and Exercise Sciences to tackle this through the Premier League Men’s Health programme. This is a tactical move, as research shows that men are more likely to respond when the message is combined with a topic or venue with which they are comfortable.

This project has reached thousands of men through media and marketing campaigns at Everton Football Club. It has even helped to capture early cancer indicators in some individuals through cancer awareness marketing in stadium toilets.

Henry Mooney, an Everton in the Community coach and tutor, did not realise the symptoms he was experiencing were actually early signs of bowel cancer until he saw an awareness sticker at Goodison Park.

Henry said: “Everton’s Premier League Men’s Health stickers gave me an early warning sign, but I feel that most men of my age and generation are not aware of the risks in relation to both bowel and prostate problems and, like myself, would probably not go to seek advice from their GP.”

The programme has also been shortlisted by the World Health Organization as an example of best practice for promoting physical activity and health in socially disadvantaged groups.

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