PROMOTING SNOW ACTIVITIES AS THE NUMBER ONE LEISURE CHOICE FOR YOUTH IN WINTER
The “Bring Children to the Snow” campaign was launched in 2007 as an international multi-year campaign to promote snow activities among children and youth, and is divided into two phases: FIS SnowKidz and World Snow Day.
|Organisation||International Ski Federation (FIS)
||2007 – ongoing
|Target group age
||4-14 years old
||Over 500,000 participants
||39 countries participated in the first and second editions of World Snow Day with over 660 events and 500,000 participants globally
Bring Children to the Snow aims to encourage newcomers to experience the snow whilst adding additional value for those who already participate in the sport. The campaign seeks to achieve this vision through two primary projects, FIS SnowKidz and World Snow Day. The primary target group for the campaign is children between the ages of 4-14 and their families. Whilst targeting children and their families, FIS also hopes to motivate more teenagers and young adults. The campaign is not focused on generating competitors for any particular FIS discipline. “Fun in the snow, fun on the snow” is the motto at the heart of the campaign.
KEYS TO SUCCESS
A two-phase campaign
The campaign is divided into two different phases. FIS SnowKidz is the first phase, launched in 2009, and is a unique programme and communications platform that enables organisers around the world to share and showcase their events to bring children to the snow. Events can occur at anytime and in any place around the world. World Snow Day is the second phase of the campaign. It looks beyond the FIS membership to the wider snow sports community and seeks to motivate children aged 4-14 by encouraging all snow industry stakeholders to celebrate all things snow around the world simultaneously. It is planned to be staged every third Sunday in January annually for many years to come.
SPORT FOR ALL OBJECTIVES
Promote sport and physical activity
The campaign aims to encourage newcomers to experience the snow whilst adding additional value to those who already participate in the sport. The vision of FIS is for skiing and snowboarding to be the first choice winter sport and recreational activity. Through the Bring Children to the Snow campaign, FIS aims to reverse a decline in youth snow sports participation and to encourage FIS Member National Ski Associations to promote snow sports within their country.
Improve public health and well-being
The health benefits of snow sports are obvious and well-known. FIS seeks to take children away from their snow video games and put them on real snow by focusing on the advantage that snow sports offer over many other sports: the “awe” factor that the natural environment provides.
HOW IS THE PROGRAMME COMMUNICATED?
FIS looks to market and communicate the project through two different types of media - traditional (television, newspapers, radio, etc.) and new/social media (Facebook, Twitter and YouTube). Within the traditional media FIS has established partnerships with Eurosport, the European Broadcasting Union and Infront Sports & Media to distribute the World Snow Day message. In addition, FIS uses its own channels including newsletters, specific snow discipline websites and social media channels.
HOW IS THE PROGRAMME EVALUATED?
Direct reporting from the organisers and public is conducted to evaluate these goals. The reporting is completed through the FIS SnowKidz and World Snow Day websites.