MOVE Week 2013

FIND YOUR MOVE

FINAL REPORT

FIND YOUR MOVE

FINAL REPORT

MOVE Week 2013

Contents

1. Executive Summary

1.1 This is MOVE Week 2013

1.2 MOVE Week 2013 facts

2. Introduction to NowWeMove

2.1 What is the NowWeMove campaign

3. Introduction MOVE Week

3.1 What is MOVE Week

4. The MOVE Agents

4.1 Who are the MOVE Agents

5. Types of MOVE Week Events

5.1 The events

6. MOVE Week Promotion

6.1 Website, Newsletter and journal

6.2 Promotion on Eurosport

6.3 Social media

6.4 Flash Mob

6.5 Endomondo MOVE Week Challenge

7. Satisfaction among MOVE Agents

7.1 Added Value for MOVE Agents

8. The Movers

8.1 The participants

8.2 The MOVE Agents

9. Conclusion

9.1 Campaign Growth

10. MOVE Week 2014

10.1 Join the MOVE Week 2014

11. MOVE Week Organisers & Partners

12.1 International Sport and Culture Association

12.2 European Cyclist Federation

12.3 Eurosport

12.4 European Union

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MOVE Week 2013

1. Executive Summary

MOVE Week 2013

505 30 COUNTRIES

Est.

500.000

Est.

12.500

1.1 This is MOVE Week 2013

2013 MOVE WEEK

October

1.259 30 COUNTRIES

MOVE Week 2013

1.2 MOVE Week 2013 facts

1.259 events registered

30 European countries involved

505 European cities involved

600 move agents delivering activities

500.000 participants joining in (est.)

12.500 volunteers supporting the events (est.)

Organising partners:

ISCA

ECF

Eurosport

Key international delivery partners:

Muuvit

Endomondo

30689 likes on the NowWeMove facebook page

MOVE Week Flashmob in 19 European cities

MOVE Week 2013

2. Introduction to NowWeMove

MOVE Week 2013

2.1 What is the NowWeMove Campaign?

Lack of physical activity is a bigger threat to public health than smoking. Two thirds of the adult population over 15 years in

Europe do not reach the recommended level of activity, and as a consequence physical inactivity is estimated to attribute to one

million deaths, about 10 % of the total, per year in Europe.

To tackle this, ISCA launched the NowWeMove campaign with the vision to have 100 million more Europeans active in sport

and physical activity by 2020. Evidently, a cross-sector approach is needed to engage stakeholders from health, sport,

education, industry, urban planning etc and to work towards the vision.

The campaign is comprised of four key pillars:

MOVE Week - An annual European wide week,

promoting sport and physical activity and the recognized

benefits of being active on a regular basis.

Awards - To recognise, celebrate and incentivise

physical activity promoters to be part of the

campaign and create momentum and impact.

Advocacy - To build and maintain sustainable

political support to increase participation in sport

and physical activity.

Capacity Building - To enable sport and

physical activity promoters to learn from research

and good practice.

MOVE Week 2013

3. Introduction MOVE Week

MOVE Week 2013

3.1 What is the MOVE Week?

MOVE Week is an annual Europe-wide event every first week of

October. It is an integrated part of the NowWeMove Campaign. The

objective of MOVE Week is to promote the benefits of being active

and encourage regular participation in sports and physical activity.

Across Europe, a wide range of organisations, voluntary groups,

clubs and individuals, known as MOVE Agents have joined the

campaign and have hosted events for MOVE Week 2013.

MOVE Week 2013 was coordinated by the ISCA in collaboration

with the European Cyclists Federation (ECF), with Eurosport as

media partner and financially supported by the European Union.

MOVE Week 2013

4. The MOVE Agents

MOVE Week 2013

99% of MOVE Agents would join in next year

4.1 Who are the MOVE Agents?

Across Europe, a wide range of organisations, voluntary groups,

clubs and individuals, known as MOVE Agents joined the

NowWeMove Campaign and set up and delivered physical

activity events for MOVE Week 2013. The MOVE Agents came

from different sectors including sport and physical activity,

transport, health, education and youth.

This cross sector engagement is crucial in the light of the

ambitious NowWeMove vision of 100 Millions more Europeans

physically active by 2020.

600

MOVE Week 2013

Being part of a European campaign was the highest

ranking motivator for MOVE Agents - 78%

MOVE Agents

=

Events organizers

MOVE Week 2013

5. Types of MOVE Week Events

MOVE Week 2013

5.1 Types of events

There was a huge diversity in type and

scale of MOVE Week events. Most were

organised at a local level for their

immediate community. The most common

types were the open door/ come and try

an activity event. But we also saw dance

groups, tournaments, fun runs,

competitions, flash mobs. The diverse

events thus gave all participants the

opportunity to FIND THEIR MOVE.

MOVE Agents survey

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31% 30% 27% 27%

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What type of activity / ies did you organize?

MOVE Week 2013

MOVE Week 2013

6. MOVE Week Promotion & Support

MOVE Week 2013

6.1 Website

The destination for MOVE Agents, partners and stakeholders to register MOVE Week events, download tools and resources

and seek inspiration.

120.000 visits on the website

96.856 unique visitors European map of

MOVE Week events

80% of MOVE Agents

downloaded at least 1

tool or resource

MOVE AGENTS

MOVE Week Brochure

MOVE Week Event Guide

Press Release templates

FlashMob Manual and tutorial video

Fundraising toolkit

NowWeMove/MOVE Week Posters_A3 and A4

NowWeMove Logo

NowWeMove Photos

Event creation tutorial videos

Certificate for MOVE Agents/participants

Bracelet Template

Event Banner Template, with partners

Event Poster (print and handwrite, or fill-in and print)

PowerPoint Template

Sticker Template

T-shirts: 2-sided / 1 sided (orange and black)

Tools:

A journal on the political importance of MOVE

Week, showcasing alliances and best practice

Special Edition

for MOVE Week

MOVE Agents, partners and

stakeholders were kept up-to-date

and inspired through newsletters.

MOBILE

ON

LIN

E

TELEVISION 6.2 Promotion on

129 Million

VIEWS

37 Million

6.3 Social Media

30.675

30

Our facebook page www.facebook.com/nowwemove was our preferred channel for mass communication through social media

reaching more than a million European each week leading up to MOVE Week.

6.4 Flashmob

On Sunday 29 September, simultaneously in 34

different cities in Europe, the special MOVE

Week flash mob choreography was performed as

promotion of MOVE Week and transformed into a

flash mob video.

34

9.369

15

Flashmob MOVE Week 2013

DANCERS

The online sport and fitness tracking app and virtual meeting place for friends and like-minded people looking for

motivation and inspiration to live an active life.

Endomondo and NowWeMove provided a hugely popular online MOVE Week Country Challenge to new and

existing Endomondo users as a friendly competition to inspire more physical activity.

6.5 MOVE Week Challenge

MOVE WEEK

CHALLENGE

JOIN THE

35.000 joined the challenge

37 European Countries

96.000 workouts logged

58 million calories burned

22 trips around the world

MOVE Week 2013

MOVE Week 2013

7. Satisfaction among MOVE Agents

7.1 Added value for MOVE Agents

MOVE Week 2013

Of MOVE Agents thought that the MOVE Week

brand helped to attract media attention to their event

Of MOVE Agents believed that the MOVE Week

brand helped to attract collaboration partners Of MOVE Agents would join in next year

Of MOVE Agents thought that the MOVE Week brand

helped attract additional participants to their events.

59%

99%

MOVE Week 2013

8. The movers

MOVE Week 2013

8.1 The participants 8.2 The MOVE Agents

Metluti, Albania: I have been in a

wheelchair for eight months and I did not

know that there were other people like

me. When my friend told me that I even

have to be part of this movement, I

refused. But they insisted and now that I

am part of this event, I realize that I really

can move. We have caught the attention

of the whole community in Albania, who

is watching us playing basketball.

NowWeMove is my first physiotherapy. Tessa Lindfield, Director of Public Health

Suffolk , UK: Sadly were turning into a nation of

couch potatoes, and levels of physical activity are

falling rather than rising. Initiatives like these make

it easier for people to experience new activities so

they can find something that they enjoy and want to

keep doing in the future.

Carole Ponchon (PR & Projects

manager at EOSE, Founder of

BeInnovActiv, France): We need to

bring back the basics and should focus

on trying to take more opportunities to

move during our daily activities. This is

the purpose of MOVE Week and

NowWeMove and this is the reason

why MOVE agents are undoubtedly the

21st century superheroes!.

MOVE Week 2013

MOVE Week 2013

9. Conclusion

MOVE Week 2013

MOVE Week 2013

9.1 Campaign growth

MOVE Week 2012

120 1.259

Est.

MOVE Week 2013

10. MOVE Week 2014

MOVE Week 2013

10.1 Join the MOVE Week 2014

The dates for MOVE Week 2014 are set. From the

29th September to the 5th October, Europe will

come together again for the third annual MOVE

Week. We want you there!

2012

2013 2014

FIND YOUR MOVE

MOVE Week 2014

Sept. Oct.

MOVE Week 2013

MOVE Week 2013

11. MOVE Week Organisers & Partners

11.1 International Sport and Culture Association

The International Sport and Culture Association (ISCA) is a global platform open to

organisations working within the field of sport for all and physical activity. It is a

global actor closely cooperating with its 130 member organisations, international

NGOs, and public and private sector stakeholders. The 130 members represent 40

million individual members from 65 countries worldwide which is a diverse group of

people active within youth, sport and cultural activities.

ECFs primary role is to promote cycling as a sustainable and healthy means of

transportation and recreation. To achieve their key aim of promoting and

increasing cycling, ECF seek to change attitudes, policies and budget

allocations at the European level. The international umbrella organisation

represent 35 million cyclists in Europe and over 70 member associations in 40

countries.

11.2 European Cyclists Federation

11.3 Eurosport

Eurosport is a pan-European television sport network. The network of channels is

available in 59 countries, in 20 different languages providing viewers with

European and international sporting events. The MOVE Week promotional video

was broadcasted before and throughout MOVE Week by Eurosport.

11.4 European Union

MOVE Week 2013 received a 1 million grant from the European Union.