Its campaign time!
Danish commentary on optimising physical activity initiatives without reinventing the wheel
By Søren Riiskjær, DGI
September 7 has marked the beginning of campaigning for sport and physical activity in Denmark: For the first time, the European Week of Sport is being implemented across Europe, and in Denmark, DGI and DIF (Danish Sports Confederation and Olympic Committee) have the privilege of being appointed to coordinate this work in collaboration with ISCA (International Sport and Culture Association).
“Build on existing strengths – in partnership!” I like to say that this has been our overarching principle in delivering this campaign in Denmark.
This is why the European Week of Sport in Denmark
- Is adding value to a number of already planned events by boosting visibility, enhancing quality, and sharing the key #beactive message of the European Week of Sport
- Is inviting all relevant stakeholders in Denmark to join in and organise/register events. And indeed this is a demonstration of the broadness of the organisations involved and their approaches to physical activity: from scouts to schools, from mountain biking to mass participation fun runs.
- Is communicating into existing media and messages in the Danish context. This goes for the DGI/DIF initiative Move for Life (Bevæg dig for livet) that aims to get 75% of the population active; and it goes for our reference to the official recommendations for physical activity by the Danish Health and Medicines Authority
In short, we insist on not reinventing the wheel and starting entirely new campaigns and messages. This is also why we work closely with ISCA and ISCA’s initiative MOVE Week, which has been implemented across Europe since 2012. Having an already existing and very successful campaign (5600 events across Europe last year!), it simply makes perfect sense for us to use MOVE Week as the vehicle to deliver the European Week of Sport in Denmark; we build on what already works well instead of replacing it!
This is also why you will see campaign materials in the unique MOVE Week orange colour across Denmark in the coming days and weeks, and you will see them promoting the #beactive message and other visuals of the European Week of Sport.
That’s because we build on what already works. In partnership. This is how we combine the local and the European level. It’s campaign time. Go out there and #beactive!