Case Studies
Mission Olympic
Wanted: Germany's Most Active City!
In 2007, Coca-Cola Germany and the German Olympic Sports Confederation
(DOSB) implemented "Mission Olympic," a long-term program
to promote healthy and active lifestyles in German communities.
German cities were invited to present local projects and initiatives
that enable and motivate their citizens to become more physically
active, with a special award for the best initiatives for "Sports
and Activity at Schools."
Ninety-eight cities applied during the first year of the competition,
of which 40 were selected by a jury that included prominent politicians,
scientists, athletes and personnel from the media and Coca-Cola to
activate private, civil and voluntary sports initiatives. The initiatives
were grouped into four categories, with each category winner receiving
a cash prize:
- Initiatives that support joint physical activity
- Initiatives that create new sports areas and places
- Initiatives that encourage integration through sports
- Initiatives that motivate sports and physical activity in the
workplace
More than 2,000 civil initiatives were activated, and five cities
were selected to participate in the final round of the project. Those
five cities organized a three-day "Festivals of Sports,"
during which local sports clubs and private and civil initiatives
presented their programs and motivated festival-goers to participate
in the activities. Visitors were encouraged to discover new sports
opportunities to fit their personal interests and to incorporate them
into their lifestyles. Approximately 320,000 people attended the festival.
The jury will name "Germany's Most Active City" based on
the results of the application period, the private initiatives, and
the activation of the Festivals of Sports. The winning city will receive
a cash prize of €100.000.
In addition to engaging German communities in hands-on physical activity,
the program had a broad and potentially long-term impact, with the
University of Paderborn evaluating the initiatives and their results
and sharing best practice examples with all German cities.
Visit the
official website for more information (German).
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