New research has demonstrated the benefits of the “Kelly effect” on the ‘On Camp with Kelly’ mentoring initiative, supported by Aviva since it began in 2004.

The results of the research commissioned by Aviva and carried out by performance psychologist Dr Anna Waters to investigate the impact of ‘On Camp with Kelly’ and the role that mentoring can play in talent retention and development were presented at an ‘On Camp with Kelly’ Media Day on Wednesday 11 March.

The ‘On Camp with Kelly’ experience provides 800m and 1500m female runners with the unique opportunity to learn and benefit from double Olympic champion Dame Kelly Holmes’ knowledge and experience in athletics. The research revealed that 64 per cent of the female athletes selected for ‘On Camp with Kelly’ improved their average time and 60 per cent attained a new personal best in their first season on the scheme. In addition, 79 per cent of athletes attained a personal best time in at least one event since joining.

In general, performance in women’s 800m and 1500m is also improving, particularly when compared to men – the mean top time for female athletes improved by 7.22 seconds in the 1500m and 2.76 seconds in the 800m from the year 2000 to 2008. In contrast, men’s times during the same period deteriorated by 0.53 seconds in the 1500m and only improved by 0.24 seconds in the 800m.

Dame Kelly Holmes said: “I’m delighted ‘On Camp with Kelly’ is having a positive impact on Britain’s top young female athletes.  One of my main aims when setting up the initiative was to help athletes make the transition from junior to senior ranks and this has definitely been the case as we are starting to see them achieve at senior level.  The improvement in the athletes’ performances since joining the scheme is very pleasing and a great reward for all the hard work that they and their coaches have put in.  I aim to pass on as much of my experience as I can and am really pleased that the athletes are recording such impressive times and well as developing as people.”

Retention of female athletes for ‘On Camp with Kelly’ stands at an impressive 96 per cent, further emphasising the important role of the initiative in the future success of women’s middle distance running. Traditionally, teenage girls drop out of sport at a faster rate than boys. A report conducted by the Women’s Sport and Fitness Foundation (WSFF) in 2008 suggested three key reasons why some girls who played sport regularly decided to stop: peer group and societal values, lack of enjoyment and low confidence.

‘On Camp with Kelly’ has paid special attention to address these issues, providing support for all the athletes on the initiative. Six psychological benefits of being involved with ‘On Camp with Kelly’ have been highlighted from feedback provided by all 45 female athletes on the scheme. These are:

•    Increased confidence
•    Race preparation
•    Peer group support
•    Motivation and inspiration
•    Improved self belief
•    Support through injury and rehab

Hannah England, who has just returned from competing for the Aviva GB & NI team at the European Indoor Championships in Turin, said: “’On Camp with Kelly’ gives me confidence in everything I’m involved in, from media days to races. It’s helped me mature as a person, as well as an athlete. Just listening to Kelly talk about her attitude to training is really inspiring”.

Tanya Veingard, Head of Sponsorship, Aviva said: “We are proud to support these young athletes and delighted with the results of this new research. The benefits of being on the initiative and having Dame Kelly Holmes as a mentor are really starting to show. We are thrilled with the role ‘On Camp with Kelly’ is playing for the next generation of British medal winners”.

Click here for more details of Dr Anna Waters' research (PDF)

Click here to read more about the ‘On Camp with Kelly’ Media Day