Mega-events as a leverage for increasing sports participation€¦ · •“Door Opener"...

Eduardo Uhle Sesc - Brazil

Mega-events as a leverage for increasing sports participation

Who we are?

About Sesc

S

Public Sector

Private Sector

Third Sector

• Private Institution • National Scope • Non profit

Our Mission: • Promote Social Welfare • Enhance Quality of life • Provide Cultural

Development

Principais “Stakeholders” do SESC

Conselhos • Nacional • Regional

Diretoria Regional

Gerências Administração

Central e Servidores

Gerências das Unidades e Servidores

Fornecedores de Serviços

permanentes Fornecedores de

Serviços e Produtos eventuais

Clientes • Trabalhadores • Dependentes • Comunidade

Mídia e Opinião Pública

Parceiros Institucionais

Órgãos Públicos • Federal • Estadual • Municipal

SÃO PAULO - BR

Main Areas of Institutional Action

PROGRAMS

Community

Action

Odontology

Diversity

Education for

Sustainability

Culture

Social

Tourism

Children and Youth

Education

Elderly’s

Social Work

Health Education

Physical and

Sportive

Development

Scenario

Opportunities in Brazil The Sports Decade Opportunities around the World

• Sport and leisure are social rights by law

• Brazil is far from providing it to the population.

• The increase of sedentary life and obesity.

Move Brasil

• Increase the number of Brazilians practicing Sports until 2016, focusing on the wellbeing and Social Development.

INSPIRING CAPACITY AND

MOVING PEOPLE EXPERTISE

PUBLIC POLICIES

LEGACY ADVOCACY AND SHARE VALUES ACTIONS

SECRETARIAT ACTIONS

Key Objectives

Increase the number of Brazilians practicing sports until 2016.

Facilitate access to sports in Brazil

Build a “Moving" network. Gather partners to spread the message and deliver actions.

Offer a large variety of practices so each one can choose to engage the one they like the most

Framework

Secretariat

Statistics

Communication Action - Movers

development

Projects

Statistics

• Lack of a historic data regarding sports participation in Brazil. Few comparative data.

• Partnership Between Sesc, 5 universities and Ministry of Sports.

• 3 waves – 2013, 2015 and 2017.

• 1st Move Brazil Legacy

• Short version, september 2013. Based in the Eurobarometer SE 2010.

FREQUENCY

13

8 9 7 9 7 4 9 11 4 7 8 13

7 9 5

9 8 6

5 6

3 6

11 5 13

19

8

21 11

11 13 7

7

13

15 19 3

5

2

4

6

1 2 2

1

5

3 3

11

16

8

13

15

14 10

3

7

12 11

21

58 43

71

45 52

65 60 71

77

58 52 38

Nunca

Raramente

1 a 3 vezes por mês

1 a 2 vezes por semana

3 a 4 vezes por semana

TOTAL GENDER AGE EDUCATION

Comunication

• Campaign

• Social Media Action

• Raise attention towards sports participation

Media

Actions

• Partnership – Open Campaign – Becoming a “Mover”.

• Build an Active Network

• Interface with other Campaigns

COOPERATION

RESULTADOS

AÇÃO

COMMITMENT

ACTION

PARTNERSHIP

RESULTS

Projects

•Projects to engage schools into having more sports in the students life. Not always students have space to practice sports inside the school.

Move Schools

•Follow good examples, such as companies providing employees sports refunding, Companies fostering running groups or team sports among employees

Move Companies

•Better use of public spaces, streets rediscovery as playground, create and strengthen sports leagues

Move Community

•Offer a large variety of practices in different spaces in one week to gain attention and build new partnerships.

Move Brazil Week

Move Brazil Week

1. First edition 2. Action Held all over Brazil 3. Partners were involved,

contributing to achieve success

4. 40 Bike tours at the same day, including several state capitals.

In Numbers : • 116 cities participated • Over 500 activities offered

How are the mega events helping

• Help raise attention on sports

• More financing – (Survey with the ministry)

• “Door Opener"

• People want something good out off the events.

Thank You!

Eduardo Roberto Uhle

eduardouhle@sescsp.org.br

contato@movebrasil.org.br

movebrasil@sescsp.org.br