Following on from the summary of the impact of campaigns last week, this week focuses on Community Programmes.
WFSGI say:
“The need for shared spaces has become even more evident in our post-COVID, digitally-connected world… Yet access to these spaces remains unequal – and is
under threat. Systemic inequalities disproportionately affect marginalised communities… Inspired by these challenges, [WFSGI] members have made significant strides in addressing resource gaps.”
In 2024, 95% of WFSGI members organised at least one community programme or event, and 86% partnered with a non-profit to do so. The linked report contains case studies from Adidas, Nike, On x KLABU, Shimano, Speedo and Under Armour.
WFSGI learnings from Community Programmes:
- Community programmes are one of the most powerful and tangible ways to provide access to movement, especially for those often left on the sidelines. They create safe, inclusive spaces and foster positive experiences, building lasting encouragement and support. We’ve seen real shifts, particularly among those who never saw themselves as “sporty”.
- To build on this momentum, we must continue investing in partnerships with sports organisations and experts who can help break down barriers to entry. This starts on your home turf: engage with local community organisations around you and listen — then explore how you can best support.
- A key part of this journey is prioritising children — especially in their early years when preferences and behaviours are shaped — along with girls, who tend to drop out of activity sooner. Generally, we must continue putting disadvantaged groups at the centre of our efforts — because if movement is truly for everyone, no one can be left out.