HERA - Everyday Goddess Call to Action

Call to Action

Empowering girls aged 13-18 to become active for life!

Research indicates the highest drop off rates for youth
participation in sport and recreation is with girls aged 13-18
years old.
Barriers to participation by these teenage girls include cost,
limited accessibility, lack of confidence & opportunity.
However, research also tells us that motivators to
participation should include activities being fun, friendship &
bonding, social aspects, emotional benefits, peer and family
support, and the provision of appropriate opportunities.
HERA – Everyday Goddess is a pilot project aiming to reverse
the trend in drop- off rates.

What is HERA – Everyday
Goddess?
HERA – Everyday Goddess is a project with a holistic approach,
aimed at empowering inactive girls aged 13-18 years, to become
active for life, in both formal and informal sport and recreation.
It is being piloted across nine Auckland locations including
Papakura, Manurewa, Manukau, Otara, Mangere, Green Bay, Lynfield,
Blockhouse Bay and Mount Roskill.
Led by Aktive – Auckland Sport & Recreation, HERA - Everyday
Goddess is funded by Sport NZ, NZCT and Auckland City Council.

Engagement by the girls is deemed
critical to the pilot’s success and as
such, focus groups from schools
within the targeted areas, were
recruited to help develop the brand.

Why Is The Project Called
Hera – Everyday Goddess?
HERA is the Goddess of Olympians - a prominent and strong goddess in
Greek mythology.
The HERA girls chose the name because it captured the sense of
empowering females to be more confident, in order to be active.
The “everyday goddess” relays a sense of positive self-worth and reinforces
that all girls – regardless of their shape, size, ability, fitness level or ethnicity,
have the right to be active and, deserve the benefits of being active.
The wings symbolise super-heroines. They represent the transformation from
the everyday girl to the everyday goddess (i.e. a girl who has self-confidence
and strength in whatever she chooses to do).

“Keen to be involved in activity where you could rock up when you want, have
involvement with how to manage the day, how to manage the uniform, be able to
leave when you want.” - Focus Group Participant

We are looking for delivery partners
who are keen to engage with these
girls, by offering appropriate sport
and recreation opportunities, to
enable them to be active.

Delivery Partners
We are seeking delivery partners from national and regional sport and recreation
organisations, community organisations and local facilities that:
• Are looking to engage with this target market
• Have the ability to deliver appropriate products/services (existing, tailored or newly
created) that are affordable and accessible and take into account the motivating
factors for participation (e.g. they are fun, have social aspects and encourage
friendship and bonding)
• Can provide products/services within the targeted delivery areas
• Can be flexible in their approach and offerings to suit the needs of this target market
• Respect cultural diversity and are willing to accommodate these cultural needs within
their offering
• Can think outside the box
Auckland Council
As a funding partner of this project, Auckland Council have outlined their full support for
HERA - Everyday Goddess and are aligning the concepts with their new
programming/opportunities and approach in the facilities/recreation space.
HERA - Everyday Goddess will be one of their key target programmes and they are
committed to the delivery and monitoring outcomes.

“If you do
what you’ve
always done,
you’ll get
what you’ve
always got”

How We Can Help You
• We can provide assistance with funding for programme delivery
• We can assist in connecting you with the target market - “potential
participants”
• We can connect relevant organisations across sport and recreation (e.g.
national and regional sporting organisations), Auckland Council (e.g. CLM,
YMCA) and community groups (e.g. churches, social workers, nongovernmental
groups) within the targeted areas to help shape a
collaborative range of innovative strategies, approaches and programmes
• We will share findings and insights amongst our delivery partners to help
you successfully engage with these girls
• Our Ambassadors will help endorse products/services/offerings, provide
engagement and support to the girls as well as inspire them to be active
and lead within their communities
• We are investing into a social media strategy to engage with our girls
across platforms they use (e.g. Facebook, Instagram) to promote
opportunities and create a sense of community and belonging. This will be
supported with a website.

Keen To Know More?
Please Contact:
Jacqui Johnston, PROJECT MANAGER
jacqui.johnston@aktive.org.nz
0275 484 614

Join Us On This Adventure To Engage Girls!
Together, we can
champion a culture that
instils confidence and
self-belief in 13-18 year old
girls, encouraging them to take part
in sport and recreation long term,
and be active in whatever
they choose to do.