move week report presentation
TRANSCRIPT
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 complementary 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 notreach recommended levels of physical activity
vision
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.
objectives
AWARENESS / REACH Increase the
reach of the campaign by 50% each year – from 37
million in 2013 to 55,5 million in 2014 and so on
GROWTH increase the number of MOVE
Agents by 100% each year – from 600 in 2013 to 1200 in 2014 and thus grow the number of events and moved people
ACTIVATION / ENGAGEMENT
2013 saw 500.000 engage in the ‘movement’ primarily through MOVE Week. The planned for 2014 was 1 000 000 “moved” people in seven days.
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ABOUT NowWeMOVE
Why: to promote a wider participation in sport and physical activity
Where: across Europe
Who: Sport organisations, cities, communities, clubs, institutions and individuals
How: 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
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
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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 REACH
Aggregated 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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AGENTS
Clubs
Cities
NGOsIn
sti
tuti
on
s
Bu
sin
esses
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
