The CSPs wanted to increase participation in sport and physical activity among their residents, using local sportspeople and community ‘champions’ to inspire them.

What did we do?

Using the London 2012 Games as inspiration, we developed a training programme for local ambassadors, including elite sportspeople, young athletes and community champions, to give them the skills to encourage residents to be more active. Training helped ambassadors understand key physical activity messages, practical approaches to getting people active and how to sell the benefits of a healthy lifestyle to people. We also created bespoke versions of the programme aimed at different audiences for the CSPs to use at future events.

What was the result of our work?

Trained ambassadors were deployed at events held by the CSPs to inspire local people to play more sport. Evaluating the work, we found that residents, and in particular young people, were inspired to take part in more physical activity by ambassador visits. We also provided a report with recommendations on how best to use the idea in future, which included advice on ensuring the right person delivered to the right audience and that messages were tailored depending on the audience.