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Active Celebration

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Active Celebration

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    1. Active Celebration! Using the London 2012 Olympic & Paralympic Games to Get the Nation Moving

    2. THE RESEARCH No previous Games has attempted a physical activity legacy No previous Games has been evaluated for a physical activity legacy

    3. For sport and the most formal physical activities, the process is a DEMONSTRATION EFFECT in which the sporting values of the Olympic and Paralympic Games are used to inspire more sport participation

    4. For general physical activity and very informal sport-related activities, the process is a FESTIVAL EFFECT which builds a sense of community involvement in the occasion to promote active celebration of the Olympic and Paralympic festival

    5. How do the Effects Work? THE PROCESS OF STAGE-MATCHING Physical activity initiatives, including sport, are often stage-matched. This means they are designed to be matched to the current engagement levels of different target groups (contemplation, preparation, etc.).

    6. How do the Effects Work? A MORE SOPHISTICATED MATCHING PROCESS? Initiatives designed to capitalise on the DEMONSTRATION EFFECT and the FESTIVAL EFFECT take this matching process a step further, seeking also to value-match initiatives.

    7. How do the Effects Work? WHAT IS VALUE MATCHING? As well as targeting people at particular stages of engagement, initiatives are also matched to groups pre-existing values, which can be used as hooks for initiatives to develop participation.

    8. THE DEMONSTRATION EFFECT DEMONSTRATION EFFECT initiatives seek to stimulate participation through using the Olympic and Paralympic Games to encourage aspirant and nostalgic emotions relating to sport participation

    9. THE DEMONSTRATION EFFECT Initiatives emphasise the values of the Olympic and Paralympic Games as sporting competitions and seek to match Olympic and Paralympic sporting values with pre-existing value hooks relating to sport, supplemented by lifestyle and family value hooks.

    10. THE DEMONSTRATION EFFECT Because it seeks to capitalise on sporting values, the DEMONSTRATION EFFECT is only effective with people who already have positive associations or emotions towards sport.

    11. THE DEMONSTRATION EFFECT THREE DEMONSTRATION EFFECT OUTCOMES Re-engage former sport participants Stimulate more regular participation among infrequent participants in sport Refresh participation to prevent drop-out among current sport participants

    12. THE FESTIVAL EFFECT FESTIVAL EFFECT initiatives seek to encourage engagement with the idea of becoming more active by using the Olympic and Paralympic Games to create in people a desire, if not an urge, to be part of it and actively participate in celebratory festival-related activities

    13. THE FESTIVAL EFFECT Initiatives emphasise cultural and creative values associated with the Olympic and Paralympic Games as a significant communal celebratory festival that is bigger than and beyond sport.

    14. THE FESTIVAL EFFECT Celebratory communal values, derived from the Olympic and Paralympic festival but associated with locally important cultural and community activities, values and traditions, are matched with pre-existing value hooks relating to lifestyle, family, community and eco-issues.

    15. THE FESTIVAL EFFECT Because it is targeted at those who may have negative attitudes towards sport and physical activity, in most cases the FESTIVAL EFFECT de-emphasises sport, health and exercise related messages.

    16. THE FESTIVAL EFFECT TWO FESTIVAL EFFECT OUTCOMES Stimulate contemplation of general physical activity & very informal sport-related activities. particularly where there are links to other values that are important to those who are not interested in sport or formal activities

    17. THE FESTIVAL EFFECT TWO FESTIVAL EFFECT OUTCOMES Prompt activity take-up among those who have begun to contemplate becoming active particularly where activity is incidental as part of other pursuits for which enthusiasm and interest already exist

    18. THE FESTIVAL EFFECT TWO FESTIVAL EFFECT OUTCOMES Stimulate contemplation of general physical activity & very informal sport-related activities among those disinterested in formal sport. Prompt activity take-up among those who have begun to contemplate becoming active.

    20. EXAMPLE VALUE HOOKS

    29. Initiative 1: YOU NEVER LOSE IT Initiative 2: RAISE YOUR GAME Initiative 3: GENERATION GAMES Initiative 4: CROSS OVER

    36. Active Celebration! Using the 2012 Games toGet the Nation Moving www.wellbeingsoutheast.org.uk/downloads/ActiveCelebration/

    37. Some Questions... What are you doing now that wouldnt be happening without London 2012? Who are the key partners you need to involve in 2012 legacy work? How might Active Celebration work for you? What are your 3 next steps after today?

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