| August 31, 2010
Coca-Cola France is getting youth across the country moving with its LE SPORT ÇA ME DIT program, bringing an innovative "sports cube" to hundreds of French cities.
The program offers youths aged between 12 and 17 the opportunity to have fun and get active while playing their favorite sport, found inside a one-meter portable cube.
The bright red squares are filled with everything needed to play football, archery, hockey, golf, bumball or indiaka -- a game combining elements of badminton and volleyball.
Coca-Cola France and French municipalities are splitting the costs of the cubes, which contain sports equipment, accessories, rules and communication tools. All that's required for play are two to three young people and a few coordinators to set up the cube and supervise the games.
Launched in 2008, LE SPORT ÇA ME DIT ("I'm up for sport") is supported by the National Olympic Committee and the French Secretary of State for Sports. The activation reached 221 cities in 2009 and has surpassed its goal of 300 in 2010, with 345 cities participating this year.
"Our mission is to promote active lifestyles among youth in urban areas, in response to research showing that two out of three young people do not engage in any physical activity outside of school. We hope to reach 500 cities and a million young people by 2012," said Philippe Marty, Communication and Public Affairs Director, Coca-Cola France.
Simple and accessible
LE SPORT ÇA ME DIT was originally activated in communities throughout France on Saturdays between April and October. The successful campaign has since grown, with municipalities organizing sports sessions throughout the entire year, any day of the week.
Former professional basketball player and consultant Richard Dacoury is managing the project. He says its combination of simplicity and accessibility makes it an ideal way for communities to encourage healthy lifestyles among young people.
The cube can be set up in just 10 minutes and games can be played anywhere -- in parks, playgrounds, school recreation grounds, leisure centers, stadiums, streets, beaches or city squares.
Communications tools are included in the cubes to help city coordinators reach as many young people as possible, with branded posters, banners, t-shirts and a media relations kit.
Live Positively in action
A TV campaign to support the LE SPORT ÇA ME DIT program is underway, helping raise awareness of the initiative with a 20-second advertisement running on the TF1 channel until September.
An awards ceremony this autumn will acknowledge mayors from the cities that have shown the Best Participation and Best Coordination. The 2010 Favorite -- an award given to the municipality that has shown the most enthusiasm during the year -- will also be named. The awards will be presented by renowned French sports personalities.
The awards help acknowledge the commitment and dedicated partnership of the participating cities' organisers and coordinators, who are at the heart of the program's success.
"LE SPORT ÇA ME DIT is making an impact in communities throughout the country as participation continues to grow. We're on the right path to fulfilling our Live Positively commitments as more and more youth discover the joy of sport and an active lifestyle," says Philippe.
Cities interested in participating can sign up on the LE SPORT ÇA ME DIT website. |
