Active Celebration: Using the London 2012 Games to get the Nation Moving

The London 2012 Olympic and Paralympic Games will promote physical activity across the UK, with a view to vastly improving levels of participation.

However, research previously carried out by SPEAR highlighted that the role of the Games should be seen in terms of wider initiatives and strategies, with two very different approaches required depending on whether the aim is to get those who currently (or have previously) participated in sport to participate a little more, or to encourage the least active to think about becoming more active. 

One of these processes, called the 'demonstration effect', focuses on sport; whilst the other focuses on broader physical activity, and is called the 'festival effect'.

Having commissioned the original research, the Department of Health was keen to explore how its findings might be best put into practice. SPEAR was commissioned to develop an evidence-based guide to inform strategy and practice for developing a physical activity, sport and health legacy from the 2012 Games. This guide, Active Celebration: Using the London 2012 Games to get the Nation Moving, provides an overview of the demonstration and festival effect processes and shows how they can match values associated with the Olympic and Paralympic Games with the values of target groups through initiatives with Olympic and Paralympic themes. 

' Active Celebration' not only answers key questions, such as how the Games can inspire people to be more active and how best to support those with the most to gain (i.e. the least active), but also provides evidence-based suggestions for a range of initiatives, showing how these recommendations can be put into practice.  

  • Active Celebration: Using the London 2012 Games to get the Nation Moving - Introduction and Overview
  • Active Celebration - Demonstration Effect Initiatives
  • Active Celebration - Festival Effect Initiatives

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