1. Moving People:
Bridging gaps in physical activity levels
in Europe
Hanne Müller, Project Manager
International Sport and Culture Association - ISCA
Official Conference for European Week against Cancer 2013
May 29-30, Dublin Ireland

2. Promoting physycal activity: A
wicked problem
Let’s solve it

3. Wicked problems:
Poverty
Climate change
AIDS epidemic
Nuclear weapons

4. The Good news.
We formulated the
question right!

5. The Good news.
We know it is possible!
- we just want more.

6. The Good news.
Many roads to success!

7. The Good news.
Everyone has a role to play!

8. Physical Activity Campaigns
W. Brehm (2010)

9. Share of population that never exercise or play sport

10. 100 million more Europeans
active in sport and physical
activity by 2020

11. Now We Move campaign

12. 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.

13. 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, Irela
nd, Italy, Latvia, Lithuania, Macedonia,
Portugal, Romania, Scotland, Serbia, Sl
ovakia, Slovenia and Spain.

14. MOVE Week DNA
ACCESSIBLE TO ALL
Aquagym Master Class
04/10/2012 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.

15. 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

16. NowWeMove 2013

17. 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

18. 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

19. What is so special about MOVE?
Explicit and exclusive focus on social disadvantage
Comprehensive approach
Wide-rangning and cross-sector partnership behind the
project
Strong participation by research insitutions
Strong capacity-building dimension

20. 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

21. Good practice collection
162 project descriptions
From 26 countries in Europe
and 130 organisation
Top 5 submitting countries:
United
Kingdom, Germany, Denmark, I
taly and Spain

22. What we were looking for
SDGs as target group
Promoting physical activity
Well-managed
Sustainable
Monitored and evaluated
Evidence of success – achieving
goals plus impact for target
groups
Can be applied elsewhere

23. MOVE pilot projects
Empowering Collaborating Partners to implement good
practice. How?
14 pilot projects in 12 countries
Focus 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

24. 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.

25. Time to MOVE!
23½hours