MOVE Week 2013

FINAL REPORT

FIND YOUR MOVE

MOVE Week 2013

FINAL REPORT

FIND YOUR MOVE

Contents
1. Executive Summary 1.1 This is MOVE Week 2013 3 4 7. Satisfaction among MOVE Agents 7.1 Added Value for MOVE Agents 8. The Movers 8.1 The participants 27 28 30 31

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

5
7 8 10 11 13 14 16 17 19 20 22 23 24 25

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

31
33 34 36 37 39 40 40 41

12.4 European Union

41

MOVE Week 2013

1. Executive Summary
MOVE Week 2013

1.1 This is MOVE Week 2013

1.259
October

30
COUNTRIES

MOVE WEEK

2013

30 505 COUNTRIES

500.000
Est.

Est.

12.500
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,

Advocacy - To build and maintain sustainable

political support to increase participation in sport and physical activity.

promoting sport and physical activity and the recognized benefits of being active on a regular basis.

Capacity Building - To enable sport and

physical activity promoters to learn from research and good practice.

Awards - To recognise, celebrate and incentivise

physical activity promoters to be part of the campaign and create momentum and impact.

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

4.1 Who are the MOVE Agents?

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

MOVE Week 2013

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

600
MOVE Agents = Events organizers

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.

99% of MOVE Agents

would join in next year

Being part of a European campaign was the highest ranking motivator for MOVE Agents -

78%

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

MOVE Agents survey

What type of activity / ies did you organize? 63%
Open door/Come and try

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.

31%
Fun runs/Relay

30%
Competition

27%
Tournament

27%

18% 12%
Flashmob Courses

Other

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. Tools:
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)
MOVE AGENTS

96.856

120.000 visits
on the website

unique visitors

European map of MOVE Week events

80% of MOVE Agents downloaded at least 1 tool or resource

MOVE Agents, partners and

A journal on the political importance of MOVE Week, showcasing alliances and best practice

stakeholders were kept up-to-date

and inspired through newsletters.

Special Edition for MOVE Week

TELEVISION

6.2 Promotion on

MOBILE
VIEWS

129 Million

37 Million

ONLINE

6.3 Social Media

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.

30.675 30

6.4 Flashmob
Flashmob MOVE Week 2013
On Sunday 29 September, simultaneously in 34 different cities in Europe, the special MOVE Week flash mob choreography was performed as DANCERS promotion of MOVE Week and transformed into a flash mob video.

34
15

9.369

6.5

MOVE Week Challenge

MOVE Week Country Challenge to new and

Endomondo and NowWeMove provided a hugely popular online

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

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.

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 CHALLENGE

MOVE Week 2013

7. Satisfaction among MOVE Agents

MOVE Week 2013

7.1 Added value for MOVE Agents

59%
Of MOVE Agents thought that the MOVE Week brand helped attract additional participants to their events. Of MOVE Agents thought that the MOVE Week brand helped to attract media attention to their event

MOVE Week 2013

Of MOVE Agents believed that the MOVE Week brand helped to attract collaboration partners

99%
Of MOVE Agents would join in next year

MOVE Week 2013

8. The movers
MOVE Week 2013

8.1 The participants

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

8.2 The MOVE Agents

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

of the whole community in Albania, who

is watching us playing basketball. Tessa NowWeMove is my first physiotherapy.

why MOVE agents are undoubtedly the

21st century superheroes!. 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 MOVE Week 2013 they can find something that they enjoy and want to keep doing in the future.

MOVE Week 2013

9. Conclusion
MOVE Week 2013

9.1 Campaign growth

MOVE Week 2012

MOVE Week 2013

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

Sept. Oct.

Week. We want you there!

MOVE Week 2014

FIND YOUR MOVE

2013
2012

2014

MOVE Week 2013

11. MOVE Week Organisers & Partners

MOVE Week 2013

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.

11.2 European Cyclists Federation

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.

11.3 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.