move week 2014 report on results
TRANSCRIPT
Vision and Mission
Our Vision : A world of people building better societies through cultures of movement
Our Mission: We build international relations between people, cultures, organisations and sectors. Seeing sport as a culture of movement, we develop opportunities for learning, inspiration and action to induce social change
Due to the threat of the physical inactivity ‘pandemic’ and related serious health issues, physical activity has climbed international and national political agendas. However, there is still a gap between political agendas and actions. The goals to make people more physical active can only be reached by innovative and practical solutions which we are working to implement on European level.
WHY THE CAMPAIGN?
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That is why, in 2012, ISCA launched the NowWeMOVE campaign; bringing together
the sport for all sector and a number of sectors to tackle the physical inactivity
epidemic across Europe.
deaths per year in Europe
attributed to physical inactivity.
*600.000euros per year are the direct (health care)
and indirect costs of physical inactivity in
Europe.
*100 billion
TWO THIRDS of the adult population in Europe does not reachrecommended levels of physical activity
The overall vision of the NowWeMOVE campaign is TO GET 100 MILLION MORE EUROPEANS PHYSICALLY ACTIVE BY THE YEAR 2020. It is an ambitious vision, but we believe in it. We can reach the vision if we get Europe on the move – together.
objectives
NowWeMOVE Objectives
- Raising awareness of the benefits of grassroots sport and physical activity among European citizens; - Develop and promote opportunities to be active in grassroots sport and physical activity; - Enable sustainable and innovative capacity building for grassroots sport and physical activity providers; - Advocate for the societal benefits of grassroots sport and physical activity among policy makers;
Now We MOVE Framework » MOVE WEEK - is an annual Europe-wide activation event
and an integral part of the NowWeMOVE campaign. MOVE Week usually takes place in the last week of September and/or the first week of October.
» MOVE CONGRESS - an event in the Sport For All (SFA) sector, bringing politicians, decision makers, local and international organizations, managers and practitioners together for three days
» MOVE AWARDS -The overall objective of NowWeMOVEAwards is to enhance the societal impact of initiatives and entities/individuals that make European citizens active in sport and physical activity by offering support, recognition, excitement and visibility.
» MOVE TRANSFER is a process of transferring the knowledge and ideas for organizational development from one organization to another, or from one country to another, and scaling up the good examples.
» MOVE Quality is a tool for self-evaluation, continuous development and improvement of physical activities’ offers, and for guided validation process.
Why: to promote a wider participation in sport and physical activityWhere: across EuropeWho: Sport organisations, cities, communities, clubs, institutions and individualsHow: through community events that further the participation in sport and physical activity amongst Europeans
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ABOUT MOVE Week
MOVE Week is the flagship event of the NowWeMOVE campaign and
MOVE Week is partner of and supporting the European Week of Sport
EUROPE’S BIGGEST COMMUNITY SPORT EVENT
GETTING PEOPLE ACTIVE THROUGH SOCIAL INVOLVEMENT
MOVE Week events come in all shapes and sizes, and for all ages.
MOVE Week events come in all shapes and sizes, and for all ages.
MOVE Week events come in all shapes and sizes, and for all ages.
MOVE Week events come in all shapes and sizes, and for all ages.
MOVE Week events come in all shapes and sizes, and for all ages.
MOVE Week events come in all shapes and sizes, and for all ages.
MOVE Week events come in all shapes and sizes, and for all ages.
MOVE Week is about
GETTING PEOPLE ACTIVE THROUGH
SOCIAL INVOLVEMENT
38 participating countries
1 147 participating cities
2 350 registered MOVE
Agents
5 601 reported events
20 000 estimated number
of volunteers
1 000 000 Physically active Europeans
MOVE WEEK 2014 ACHIEVEMENTS
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CAMPAIGN VISIBILITY
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CAMPAIGN VISIBILITY
DIGITAL MARKETING
MOVEWEEK.eu VISITORS
MoveWeek.eu (2014) visitors = 148 955
NowWeMove.com (2013) visitors = 93 129
FACEBOOK REACHAggregated Facebook Reach (2014) = 26 148 032 people reached
Aggregated Facebook Reach (2013) = 19 655 445 people reached
FACEBOOK REACH
GOOGLE ADS
97 785 307 impressionsAggregated Google Ads
ONLINE ADS
200 662 693 Aggregated Ads impressions
20 662 693*People Reached aggregated
(* Ad frequency = 10 )
GOOGLE ADWORDS targeted at all participating countries
LOCALIZED AD CAMPAIGN IN 30+ COUNTRIES
LOCALIZED AD CAMPAIGN IN 30 LANGUAGES
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CAMPAIGN VISIBILITY
PUBLIC RELATIONS
PR Reach
The media monitoring accounted
for 1 734 pieces dedicated to
the campaign in various media
channels:
Digital media
TV reportages
Radio reportages
Interviews
Newspaper articles
PR Reach
Radio/TV have been clearly been
standing out throughout the
insights. A lot of blogs have been
included into the statistics
Communication Summary Performance - distribution
PR Reach
Percentage of mentions pr.country
PR Reach
September and October are dominating in terms of number of results
Media Exposure
PR Reach
Special events – MOVE Week goes to European Parliament
PR Reach
Special events – European FlashMob
PR Reach
Word cloud on Social Media July-October (31th)
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CAMPAIGN VISIBILITY
OFFLINE COMMUNICATIONS
OFF LINE COMMUNICATIONS
20.100 orange T-shirts were spread across Europe
OFF LINE COMMUNICATIONS
145.250 bracelets were produced and distributed
OFF LINE COMMUNICATIONS
We painted Europe orange distributing 11.589 various posters
OFF LINE COMMUNICATIONS
1.160 banners were produced
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HOW DID WE ACHIEVE IT?
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The key to our success
BOTTOM – UP ACTIVATION
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NATIONAL COORDINATION
32 National coordinators &
2 350 MOVE agents
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HOW WE DID IT?
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WE TREATED THE MOVE AGENTS RIGHT!
GAVE THEM THE TOOLS
Gadgets
Fundraising Toolkit
Social Media Toolkit
Events Toolkit
PR Toolkit
Marketing material
Graphical resourses
NATIONAL.MOVEWEEK.EU
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MILLION
MORE EUROPEANSto be active
in sport and physical
activity
ACTIVE TRANSPORT
SPORTS INDUSTRY
COMMUNITY
TECHNOLOGY
GOVERNMENTS
CORPORATIONS
EDUCATIONENTERTAINMENT
HEALTHCARE
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Graphic development from Designed to Move
ENGAGING DIFFERENT SECTORS
MOVE WEEK 2014 ACHIEVEMENTS
38 participating countries
1 147 participating cities
2 350 registered MOVE
Agents
5 601 reported events
20 000 estimated number
of volunteers
1 000 000 Physically active Europeans
