Moving People: Bridging gaps in physical activity levels in Europe

Hanne Müller, Project ManagerInternational Sport and Culture Association - ISCA

Official Conference for European Week against Cancer 2013 May 29-30, Dublin Ireland

Promoting physycal activity: A wicked problem

Let’s solve it

Wicked problems:

PovertyClimate changeAIDS epidemicNuclear weapons

The Good news.

We formulated the question right!

The Good news.

We know it is possible!- we just want more.

The Good news.

Many roads to success!

The Good news.

Everyone has a role to play!

Physical Activity Campaigns

W. Brehm (2010)

Share of population that never exercise or play sport

100 million more Europeans active in sport and physical

activity by 2020

Now We Move campaign

Specific objectives of Now we MOVE:

I. Raise awareness about the benefits of sport and physical activity among European citizens;

II. Increase accessible opportunities to be active in sport and physical activity by developing new and up-scaling existing initiatives;

III. Enable sustainable and innovative capacity-building for the MOVE Agents through advocacy and open-sourced solutions.

MOVE Week 2012

COMMITED EUROPEANS

• First edition of MOVE WEEK took place 1-7 October 2012

• 250 organisers in 23 European countries attracted over 140,000 participants

Belgium, Bulgaria, Croatia, Czech Republic, Denmark, England, Estonia, Finland, France, Hungary, Iceland, Ireland, Italy, Latvia, Lithuania, Macedonia, Portugal, Romania, Scotland, Serbia, Slovakia, Slovenia and Spain.

MOVE Week DNA

ACCESSIBLE TO ALL

Aquagym Master Class04/10/2012 in Barcelona, Spain.

Seniors - Retired

Street Games basketball tournament, 06/10/2012 in London, England.

A day full of sports 05/10/2012 in Prague, Czech Republic.

Kids – School initiative

Youth - Students All – Family run

• MOVE Week is universal reaching all ages & social categories.

• In addition to the physical activity meetings, conferences and seminars have been organised to build capacity and promote the value of sport and physical activity.

Svoli Convention offered new ideas for

group instructors.

The oldest European marathon: 89th annual Kosice Peace Marathon in Kosice, Slovakia.

County of MEĐIMURJE, CROATIA

Women

Girls event , 07/10/2012 in London, England.

NOWWEMOVE.COM hosted MOVE Week

Creation of a dedicated platform to:• Inform users about “Move Week events”, • Engage them to become active participants, • Share their initiatives,• Learn about the benefits of sport and physical activity.

Before During After

Register your event participation

Motivate your friends

Follow your event Share initiatives & “best

practice” through “I DID IT” section Post videos featuring events

on social networks

ONLINE COMMUNICATION PLATFORM

Review an event Join the community

NowWeMove 2013

Call for MOVE agents• Organization • School, • Municipality, • Sports club• National, international entity with

the capacity to mobilise physical activity events on the local level

• => willing to lead volunteers, peers, team members, and youth towards successful achievement in their community

But the physical activity gap is not restricted to countries!

Inequalities in health related to physical activity are strongly related to socio-economical factors.....

The MOVE project

What is so special about MOVE?

Explicit and exclusive focus on social disadvantageComprehensive approachWide-rangning and cross-sector partnership behind the project Strong participation by research insitutions Strong capacity-building dimension

Strong capacity building dimension

Ultimate goal: increase physical activity levels of socially disadvantaged groups

Intermediate goals: Enable MOVE partners to - better reach socially disadvantaged groups- develop and conduct suitable programs

The conceptual framework: the ADEPT model

Good practice collection

162 project descriptions From 26 countries in Europeand 130 organisationTop 5 submitting countries: United Kingdom, Germany, Denmark, Italy and Spain

What we were looking for

SDGs as target groupPromoting physical activityWell-managedSustainable Monitored and evaluated Evidence of success – achieving

goals plus impact for target groups

Can be applied elsewhere

MOVE pilot projects

Empowering Collaborating Partners to implement good practice. How?

14 pilot projects in 12 countriesFocus on specific good practice elements: networking, sustainability and quality management

Seed money and support for implementation Opportunities for networking and information sharing

Great variety in target groups and approaches

Mobilising partnerships

Requirements: new, cross-sectoral, reach out to SDGs and work at the local, national or European/international level

Related to capacity building: linking organisations across sectors, levels and types Planning and/or impelmenting activities relevant for SDGs during and after the MOVE project.

Time to MOVE!

23½hours