Bridges We Created. The 21 st Master Student Seminar of EASM

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2 Bridges We Created It was our pleasure to host you at the 21 st Master Student Seminar which is the first seminar that was held in our great city Istanbul where two continents -Europe and Asia- give their hands to each other. In harmony with its theme Integrating Differences towards Diversity via Sports Management, the Istanbul Master Student Seminar brought together 65 participants from 10 different countries and 19 universities. We hope that you all satisfied with the program that comprised of distinguished keynote speakers, challenging management games, extensive sport activities and colorful social events which let you to experience the magical city Istanbul. We d like to thank to our distinguished keynote speakers for their exceptional presentations and more importantly for their time sharing in order to contribute the projects of the groups. Special thanks to the tutors for supporting the students and our team all the time. We believe that the bridges we created will be supporting us, not only in our academic lives but also in our social interactions, ever after. We think the fantastic final party on the boat will probably be the most preserved memory for all of you and hope you will remember the Istanbul Master Student Seminar forever. We would like to thank, once again, for coming Istanbul and participating in EASM Master Student Seminar. Let s keep in touch! Dr. Fatih DERVENT Assist. Prof. Dr. Dilşad ÇOKNAZ Maria ZAPATA VILA

3 THE 21 ST EASM CONFERENCE MASTER STUDENT SEMINAR PROGRAM

4 THE VENUE The setting of the Master seminar will be at the beautiful campus of the School of Physical Education and Sport at Marmara University located on the Bosporus coast surrounded by the famous Göksu River. The School is not only the leading Sport Science Faculty of Turkey integrated in the European Network of Sport Science, but also has been hosting many scientific meetings including student congresses since 1993, our graduates of Sport Management programs at the Bachelor, Master and PhD level have been successfully integrated into the national and international sport sector, as well as in academic institutions. Last not least, our school offers specializations in nearly 30 sport disciplines (including Olympic, Paralympic and traditional Turkish ones) and is nationally first ranked in University Championships. Otopark

5 Medical Room

6 Keynote Speakers Andréas Guerrero International Development Cooperation Expert Andrés Guerrero-Feliu is an International Development Cooperation Expert with extensive experience in developing, managing and monitoring civil society partnerships, sport for development and global education initiatives in international organisations. Until his retirement from UNICEF in 2012, he managed a series of strategic partnerships with child-focus international Civil Society Organizations, including the global implementation of UNICEF s Sport for Development and Peace Portfolio. Previously, he advised the Organization in all matters related to Education for Development. He gave a keynote speech named Sport for Development, a Tool for Dealing with Diversity and Social Inclusion. His presentation focused on how sport can help young people, how to protect children from violence, exploitation and abuse. March L. Krotee is a Professor and former Head of the Department of Physical Education at North Carolina State University. He also serves on the Graduate Faculty in the Department of Educational Leadership and Policy Studies in the College of Education. Dr. Krotee has served on the faculties of the University of Maryland, Carnegie-Mellon University, George Mason University, and served for over twenty-five years at the University of Minnesota. March L. Krotee North Carolina State University March L. Krotee gave a keynote speech about Integrating Differences towards Diversity via Sport Management which is also the Master Student Seminar s theme. His presentation focused on general aspects, issues and future possibilities about the field of sport management.

7 Tim Breitbarth Bournemouth University Dr. Tim Breitbarth worked in various corporate communications and marketing roles in Germany, New Zealand and the United States, before joining Bournemouth University as a Senior Lecturer in Sport Management in Tim was the co-founder and Director of a marketing research consultancy in New Zealand. The firm was nominated for the Westpac Otago Chamber of Commerce Business Excellence Awards 2008 and amongst its clients were, for example, large local and national government institutions. Dr. Breitbarth s keynote speech was about Corporate Social Responsibility and how to implement social responsibility in professional sport. Naci Cansun, who founded first sport based marketing company in Turkey, met with sport management in early ages with attending to the events of broadcast networks. Naci Cansun Senior Director New Business Development After completing Business Faculty in Boğaziçi University and Visual Communications in University of Delaware, he came back to Turkey and started to make investments with one of the world s most pioneer sport marketing company, IMG. Between years of , he was responsible from sponsorship, advertising and broadcasting of Turkish National Football Team and a couple of teams of Turkish First Division League. Since 2010, he has been working as a senior director of NBA in Turkey focused on new business development. Dr. Edin has been graduated from Marmara University in Management Information Systems (MIS). He has started his academic life in 1997 as a research assistant, finished PhD in 2004 in executive decision support systems and become associate professor in 2012 in MIS. İbrahim Edin Marmara University School of PES After long year of experience in MIS, organization and management, he is actually working as associate professor on one of the trends topic MIS and IT in sports in School of Physical Education and Sports. Dr. Edin and Dr. Erdogmus gave a keynote speech based on Scientific Research Methodology of sport management. During their presentation they mainly put emphasis on case study research in order to contribute students while they compete at management games.

8 Irem Eren-Erdoğmuş has started her academic career as a research assistant at Marmara University, Faculty of Economics and Administrative Science. Dr. Eren-Erdoğmuş has an MBA(2000) at Marmara University, Social Sciences Institute. Her PhD research at Boğaziçi University was Strategic Management: Turkish Brands in International Markets. İrem Eren Erdoğmuş Marmara University Faculty of Business Administration She has published widely in the fields of strategic management, customer expectations and brand management. She gave a keynote speech about Methodology of Sport management with İbrahim Edin. Veli Ozan ÇAKIR was born in 1980 in Akcakoca, Turkey. He has been graduated Political Sciences and International Relations department of University of Marmara at Istanbul. He has finished his master degree in Sociology Department of Istanbul University and continues for the PhD degree in the same department. Veli Ozan Çakır General Secretary of Istanbul 2012 European Capital of Sports Commission He has worked for the Sport Department of Istanbul Metropolitan Municipality for 9 years as in order Chief of International Relations, Consultant to General Manager, Events Manager and Manager of Facilities. Nowadays he is working in Grand National Assembly of Turkey as 1 st Consultant for MP. Ozan Çakır s keynote speech was about European Capitals of Sport Association (ACES) and what it has provided to Istanbul City which was a European Capital of Sport in As the General Secretary of Istanbul 2012 Çakır pointed to how this kind of organizations improves city s infrastructures and sport culture.

9 Mega Sport Events CASE STUDIES Presenter Naci Cansun Senior Director New Business Development NBA Turkey On 8th October of 2010, James Montague, an award winning sports writer and journalist of British origin, described basketball as the sport of the modern world: internationalized, well-marketed, fast paced and urban. 1 Basketball indeed is a global sport. There are well over 500 million people who play basketball worldwide2. It is followed by billions across the globe. However, the dominance of USA in basketball is very strong. Of the 28 gold medals (to men and women s teams) awarded in the Summer Olympic Games since 1936, the US has won 21 of them. The NBA (National Basketball Association) is regarded as the pinnacle of world basketball. Founded in 1946 with 11 teams, today the NBA has turned into one of the world s greatest sports entertainment organizations in the world. NBA s mission statement is to be the most successful and respected professional sports league on the world, guided by two principles: to grow and celebrate the game of basketball, and to understand that the popularity and visibility of its teams, players and league obligate the NBA to demonstrate leadership in social responsibility.2 This mission statement is truly at the core of everything the NBA does. The NBA has a fan base that is 750 million strong world-wide 3. NBA live games are broadcasted in 215 countries and in 47 languages. NBA has 15 offices outside the US, the biggest one being in China. NBA merchandising is sold in over locations in 6 continents. NBA.com is operational in 17 languages. It is estimated that the NBA fan base has grown 27% worldwide since NBA has chosen a progressive approach to spread the game of basketball all over the globe, resulting in a diverse set of athletes and fans unlike any other sports property. In the season, 80 athletes from 35 countries played in the NBA. And through the iconic images of its athletes, the NBA has created a powerfully relevant, and constantly evolving, brand that transcends sports and permeates mainstream culture. NBA has developed sophisticated digital tools such as NBA Game Time (for mobile devices) and NBA League Pass (for watching live games online) to make NBA more accessible to fans around the globe. Social media tools on facebook and twitter have been utilized to help fans stay connected. In 2012, the NBA channel on YouTube has passed 1 billion views.

10 NBA stages hundreds of grassroots events in 5 continents which include Basketball without Borders (a program that is particularly focused on developing basketball talents worldwide), NBA 3x (a 3-on-3 basketball championship), NBA Cares activities (social responsibility and community programs) and several events designed to bring NBA talents and fans together (such as NBA Fan Zones). An essential part of the NBA s strategy for global growth has been taking its games overseas. The NBA has a history of bringing its celebrated teams to other markets since 1988 (Atlanta Hawks playing the Soviet Georgia All-Stars in Tbilisi, Georgia). NBA has hosted a Regular Season Game as early as 1990 in Tokyo, Japan. This season ( ), under the NBA Global Games umbrella, a record number of NBA teams (12, more than a 3rd of the teams in NBA) will play either against each other or local competition in 10 games. Following the Global Games calendar, the NBA will have staged 148 games (regular season and post season) in 20 countries and territories across Europe, the Americas and Asia since Please analyze the following: Q1) What are the potential benefits of the NBA Global Games to the NBA as a program? Hint: Weigh in the NBA s commercial presence in markets that will host the games and what the games will do to improve this presence. Q2) If you worked in the NBA Global Games program in a territory where a game has been assigned, what do you think would be your objectives for (a) in particular to the game and (b) for the long-term? Hint: Focus on development of communication tools and how it ties in with NBA s mission statement. Q3) Create in detail one activation idea that would bring together all of the NBA s partners (including broadcasting partners, marketing partners and licensees) in the territory and the NBA fans that would make best use of an NBA team being in the territory? Hint: Make sure to incorporate all the elements of your work in Q1 and Q2 in your activation design. The idea can take any shape or form as long as the central theme remains utilizing NBA s assets in the territory most efficiently. Activation ideas will be judged not in their extravagance but in their efficiency in reaching goals. Footnotes: Sponsorship Intelligence Research 2011

11 _06_24.html Resources: Resources are abundant online to answer the questions above. For specific questions, please do not hesitate to contact Naci Cansun, Senior Director NBA at

12 Group Reports for Mega Sport Events Group 1 Title Everyone gets a shot! Authors John Bryson, Danielle Sienema, Rob Weerts, Mikko Latva-Kiskola, Selçuk Açıkgöz, Saskia Birk Introduction Basketball is worldwide the second most popular sport after football (Hancock 2013). Especially in Finland it is up and coming, as the national team is currently performing well in the European Championships. We suggest the NBA capitalises on the performance of the national team to boost the popularity of both the NBA and basketball as a sport in Finland. We do have to mention the Finnish their performance has exceeded pre tournament expectations. Therefore we will be focussing on helping the Finnish raising the level of their game too. About the NBA 1. NBA Mission statement & Values Our mission is to be the most successful and respected professional sports league in the world, guided by two principles: - We will grow and celebrate the game of basketball

13 - We understand that the popularity and visibility of our teams, players, and league obligate us to demonstrate leadership in social responsibility Values - Teamwork - Innovation - Integrity - Respect In this report we will outline how we plan to implement a mega event to achieve the NBA s mission whilst incorporating its core values. 2. What are the benefits of the NBA Global Games to the NBA program? The globalization of the NBA around the globe has several benefits. These include: 1) International advertising opportunities for marketing partners: As the NBA penetrates new markets this opens up new opportunities for marketing partners to promote their products to their target consumers through partnerships with the NBA. An example of this is Yao Ming, the Chinese NBA player who has now opened up the Chinese market to new marketing partners (Gardner 2005). 2) New scouting and recruiting opportunities: Taking the NBA to more countries will increase the number of basketball players in that county and create a larger talent pool for the NBA to select players from making the league more competitive and exciting. There has been a sharp increase in the number of foreign born players since 1985 (See figure 1) (NBA 2005). EASM Master Student Seminar 2013 Mega Sport Event Group 1 3) Increases NBA s revenue by jersey and other merchandise sales International customers made up 50% of sales in 2008 (Pardini 2008). By now it has surpassed the national market. 4) Increases the popularity of the sport. Basketball is now world wide the second most popular sport after football (Hancock 2013). 5) Gain valuable insights on the Finnish fans for marketing purposes 6) Gain access to the larger Scandinavian market 7) Build fanbase

14 3. The NBA s objectives for the game The objectives for the game are to entertain the Finnish fans and introduce them to professional basketball. Additionally the NBA will gain revenue from jersey and other merchandise sales. 4. The NBA s longterm objectives In the long run the NBA seeks to have a positive impact on the communities in which they operate. This means leaving a positive legacy in Finland. By investing in the level of coaching we hope to help raise the level of basketball in Finland to a higher level. Additionally we will be coaching the talents to inspire them to aim for that top level. With the general public we hope to increase the popularity of basketball and build a strong fanbase. This could lead to more views of NBA games via NBA Game Time and NBA League Pass in its turn. 5. Program (Activation Plan) 5.1 Friday the 4th of October Arrival in Helsinki, set up of the event tent in Helsinki s city center on the Town Square. 5.2 Saturday the 5th of October Day 1: Kids get a shot Fun and games with school children from several elementary schools in Helsinki. Goal is to spark their interest for basketball. There will be both NBA and Finnish players present. Several rotations. Closing with photo opportunity. 5.3 Sunday the 6th of October Day 2: Talents get a shot - NBA 3x tournament - Clinic from the NBA coaches - Sprite Slamdunk Showdown Special The Sprite Slamdunk Showdown Special is a social media (youtube, facebook and Twitter) contest. Talented players of any age can send in a video of themselves performing a slamdunk. Our criteria for a slamdunk are flexible however. The basket does not have to be on game height for instance. All we ask is for you to be creative and show us your impressive (or not so impressive) skills. After submitting your video it is time to gather votes. The players of the top 10 videos, divided per age division, will be invited to come to Helsinki, all expenses paid. They will take part in the Slamdunk Showdown Special on our Talent day, October the 6th. Each one of them will also win tickets to the game of the 7th. Additionally there will be some tickets awarded to the funniest videos, which will be chosen by the NBA jurz. For the final winners of the

15 Slamdunk over winner will go to a game in the US and everyone has a chance to be scouted. Aimed at the avid fans. Hosted by: Hanno Mottola (retired NBA player) With inspiring video message of newly recruited NBA player Erik Murphy And NBA scouts present! 5.4 Monday the 7th of October Professionals get a shot - Clinic from the NBA coaches for interested Finnish basketball coaches In order to improve the Finnish basketball level on a long term, there will be a coaching clinic arranged for the head coaches of the Finnish national youth squads. The clinic will be held in advance of the evening-game between the Finnish national men squad and the NBA-team, on Monday the 7th of October. The national youth squads consist: men and women under 20, 18, 16 and 15. The men under 22 squad are inactive at the moment, as well as the women under 22 and 20 squads. The clinic takes about one and a half hour en includes both technical as tactical training for the coaches of the youth squads. - Game night (NBA Team - Wolf Team) Tickets will NOT be sold. They can only be won by our fans! tickets in 12 days. What do you do? Prove to us that you are a true fan and buy a NBA jersey on our Finnish website. You will receive your ticket per . One tickets for each jersey bought. No money back in case of returns. We do offer coupons. 6. Media It s very important for the Global Games Finland to have the presence of the media during every day of the event, so that all parts of the event are being covered and published instead of just the match between the Finnish national squad and the NBA team. Therefore, to start with, we invite the most important media channels to come to the event during the entire NBA Global Games Finland. The three are the Helsinki Sanomat, a national newspaper company, the NRG, a national radio station which also broadcasts locally and Urho TV and YLE a national TV stations and official partner of the Finnish basketball association. Besides that there is of course NBA TV. We invite these media channels with the same message as we use for the theme of the event: everyone gets a shot and from kid to pro. Therewith we try to make it interesting for the biggest media out there. They also get access to the VIP-section, besides the normal press accreditation. All the other media companies will receive a press release which contains all the information about the event. Finally we ll sign Veikkaus as a partner. Veikkaus is the national lottery of Finland and a partner of the Finnish ice hockey association. Around ice hockey events they always have extraordinary activations and they arrange the betting possibilities.

16 7. Partnerships - Angry birds Advertise the NBA Global Game in angry birds free version to its users in Finland. Additionally we will set up a real-life angry birds game at our event tent on the town square, so people who can t play basketball can also take a shot! - Nokia Nokia has lost somewhat lost its roots in Finland in the merge with Microsoft. In order to keep their connection with the Finnish people Microsoft wishes to partner up with the NBA via Nokia. - Sprite Promote the events and the game on the bottles. When you by a drink you can of course win tickets. - Adidas Shirt sponsoring - Finnish Basketball League Use their social media to reach the Finnish basketball fans and promote the events and the Game. The players will also take part in the clinics, photo and autograph sessions and the final game. The basketball league also hopes to gain fans and future players from this exposure. 8. Theoretical background Figure 1. Wang & Fesemaier (2002) This study uses a framework of online travel community member benefits proposed by Wang and Fesenmaier (2002). The study aimed to use this model to help implement a mega sport event. The model has been chosen because it is completely fitting to the implementation of our mega sport events, NBA Global Game Finland. Wang & Fesenwaier (2004) argue that there are five driven benefits which run that communities can receive from mega events. These are; Functional, Social, Psychological & Hedonic. Although all of these incentives are related, our priorities are to make an impact on communities hedonic and social incentives. The reason we are focusing on these two is very simple. They connect well with the NBA s mission which we will later discuss. It is also proposed in the model that there are 5 contributions expected. Those are: instrumental, efficacy, quality assurance, status gaining and expectancy. All of these elements are crucial to establish the best mega sport event possible. The crucial thing about these contributions and incentives, it must be associated with the younger population of Finland, since we are trying to make NBA more popular in this demographic. So, the detail of the independent variables has to be filled with main purpose. As a conclusion of the model, the incentives and contributions that we selected is leading to levels of participation and extent of participation. One of the most important functions of this event is to introduce professional basketball to the Finish Fans. The idea is, with the incentives and the contributions that we are offering the fans, that this will lead to a greater fan participation from the Finnish community.

17 9. References Wang, Y., & Fesenmaier, D. R. (2002a). Measuring members needs and their effects on involvement in a virtual community: An empirical study of an online travel community.proceedings in ENTER 2002 conference, Innsbruck, Austria. Wang, Y., & Fesenmaier, D. R. (2004). Towards understanding members general participation in and active contribution to an online travel community. Volume 25 (6)

18 Group 8 Authors Amy Ligthart, Eeva Taponen, Maarten van Hout, Marius Flossmann, Sabrina Slaender Introduction Global growth is the essential part of NBA s strategy. They aim to be a global brand. To achieve the goal the NBA teams are playing abroad under the NBA Global Games concept. The Global Games match will be organized on the 6th of October Lithuania was chosen as a target area because basketball is the country s most popular sport in the country. (BuzzFeed) There are also players from Lithuania playing in NBA as well as form the neighbouring countries Latvia and Poland. (NBA Global) It guarantees the interest towards NBA game and lowers the risk of getting attention and participants for the game and off-field activities. Furthermore, Lithuanians will be appreciated that such a small country will be a host for a significant event. Due to their economical situation there are not able to organize sport events by themselves and not many events take place in the country. It will also guarantee the media s attention. Moreover, Lithuania has a stable political situation without any serious security threats. The game will take place in the capital, Vilnius, because it is easy to reach and have facilities to host the event. They have the biggest international airport of Lithuania with only 15 minutes drive by car from the city centre. (Vilnius Airport) In addition, they have a venue that meets the international standards, Siemens Arena. It is nine years old, built in 2004, and it can host the basketball match for 10,000 spectators. In the front of the arena is a big free area available for activation activities. (Siemens Arena) The other area used is the city hall and square in the city centre. Mission NBA s mission is to be the most successful and respected professional sports league in the world, guided by two principles. According to the first principle NBA will grow and celebrate the game of basketball. Second principle is to understand that the popularity and visibility of our teams, players, and league obligate us to demonstrate leadership in social responsibility. (NBA mission and values) The global match will increase the popularity of basketball. In addition, social responsibility is taken into consideration in the activities. Values The values of NBA are entertainment, teamwork, passion, and being a global brand. (Cansun) NBA games are real entertainment and that is one of the elements that they want to show while playing abroad. In a Global Game -event the entertainment is presence also in the off-field events. Teamwork is shown through the game itself. The team sport is

19 teamwork as its best, because it requires everybody s participation. In addition, through interactivity the spectators can participate and feel to be part of the team. The game is all about passion for basketball and the players will show it. The game also provides the opportunity to fans to show their passion. NBA wants to be a global brand and global matches are part of their values. By increasing the fan base and fan involvement, NBA will be a global brand. All the values will be considered in the activation planning. Benefits There are various benefits of the NBA Global Games to NBA. The global games are strengthening their global brand. Through international presence NBA is increasing the fan base and popularity of basketball. They can also improve fan loyalty by showing their values and commitment to the fans. The NBA game is increasing the media appearance of NBA in the host country that is also contributing the objectives. NBA is expanding the network with local partners. Furthermore, the enlarged fan base will increase NBA s revenues. Objectives Short-term to the game NBA experience. Website and Social media: Facebook, twitter, instagram. Gathered the fan data base. Long-term Increased presence in the country. Increased fan base Increase involvement of basketball fans in the Baltic area. Widen the global NBA network Activation School workshops On Friday is the first activity with children. A NBA legend (e.g. Zydrunas Ilgauskas) will give a training workshop to primary school children. He will be accompanied by the cheerleaders of the NBA team. The event will be hosted in a big sports hall. Children from several schools are invited to attend. The legend tells shortly about his manager experiences and afterwards the children can attend one of the two workshops: 1. Training with the NBA legend. 2. Dancing workshop with the cheerleaders. They practise a chorography that will be part of the half-time,

20 City Centre Events Activities: The Photo Box is designed like a typical NBA Locker Room. The visitors have the chance to take photos there with NBA stuff (uniforms, etc.) and get the feeling of a NBA team. The entertainment box is like a small cinema and the visitors can see there NBA videos in fascinating atmosphere. The Streetcourt is a small basketball playground where the visitors have the chance to show their basketball skills. On Saturday there will be a party at the city hall. A famous Lithuanian DJ will be on stage. The mascot will be appear all over the city and make entertain the crowd. The cheerleaders will present their dancing skills at a special show on Friday and Saturday After the match the mobile application will be sending a push notification to open the application. Volunteers of the organisation will bring the people in four different flatten. The flatten are N-B-A and Vilnius13. The application is still counting down after the event. The best part of this application is that you don t need an internet connection. When the app is at 0:00 hours the application will sending collars. The people in the flatten have to indicate with flat they are standing. Depending from the flat the lights on your mobile phone will start. The letter N will be blue, B will be white, A will be red and Vilnius will also be white. If you look from above it will create a fantastic view. On Sunday there will be a public viewing of the game. Everybody who is interested in the game has the possibility to follow the match and enjoy the NBA atmosphere.

21 Match The ticket includes free transportation to the Siemens Arena from the city centre and back. It is environmentally friendly and makes the arena easily accessible. After the match the people will stay at the stadium. There will be a lightshow after the event. It works exactly like the explanation from the app in the City Centre. The only thing they have to do is clicking that they are in the stadium. (YouTube, 2013) Timetable Marketing and Communication Collecting data The National Basketbal Federation of Lithuania is important to start the promotion of the event. The federation will share their database with the NBA. addresses are important in the first step of promotion. The people who are in the system will get the first information about the event. Important is that they will tell everyone they know that the Gobal Games will happen in Vilnius Advertising TV For the event there will be a TV commercial is whole Lithuania. In the commercial will be a short view of the NBA and the team who will play at the Siemens Arena. The commercial must be a trigger to buy tickets for the game and the participation at the city. SEA Search Engine Adverting will be used on google. The people in Vilnius will see the advertising when they are searching for something on the internet. Billboards Just like the TV commercial there will be billboards all over Lithuania. The billboard will give the right atmosphere to trigger the people for visiting the Global Games. Websites On the websites of the NBA, the Lithuania basketball federation and the Siemens Arena will be advertising and information about the Global Game in Vilnius. Mobile Application for the Global Game Especially for the Global Games there will be create an application. In the application is a clock ticking back to 0:00 hours. Also you will find the program in the app. It is important

22 that everybody who is able to download the application before participation. There will also be a competition in the app. A basketball shootout game. You can share your score on social networks. The winner will go to a NBA game in the United States. Social Media Social Media is very important for the event. People have to write something about the event on social networks and using the hashtags #GlobalGames #Vilnius. Its important for the interaction with the fans and screening what people will say about the event. People can win prices with social media. Partners The Municipality is the main partner of NBA in this event. Vilnius benefits from the event due to the visibility in the national and international media. The city will attract more tourism that benefits local businesses. In addition, the tourists coming to see the match are bringing revenues to the city immediately. Moreover, NBA provides free entertainment for the residents and is increasing the sense of community among them. Ideally, the game and related events also inspire the residents to do more sport and thus, increase the health and well-being. The other local partner is the national basketball federation. They are advertising the NBA game and events for their members. They are also important for the first step of communication because the NBA Global Game will receive the data for the promotion. With this event we also increase more basketball players in Lithuania and we help the country that people will be more participate into sports. In the city centre the business partners are visible. It will increase the awareness of their brands and NBA will benefit through the activities the partners are organizing to make the centre lively. For this event there will be also partners for our activities. We will use Canon for example by the Locker room photo shoot. Adidas will be the partner of the playground. Footlocker is also a partner and they can show their new collection. People can immediately try the shoes at the Sprite dunk playground. What you see is that we create a co-creation between different brands to make each other stronger. Our media partner is the sports channel of Lithuania. We give them the exclusive rights for the game. So if people can t come, they can watch it at home. Post-event activities Watch Code People have the opportunity to win free trials for the NBA League pass.

23 Mobile Application After the event the people who had download the app before will getting push notifications. The notifications will be like: Next weekend Miami Heat vs New York Knicks, are you watching to?. It will be a trigger to follow the NBA and become a fan of the NBA. Usage of collected data With the collected data will can reach the people again for sending them information about the NBA. Social Media Social Media will be used to sending messages, information about the NBA and interaction with the fans. Conclusions The match and related events are turning Vilnius as a NBA city for the weekend. It is offering great entertainment for Lithuanians in order to feel the passion and love for the game. This are the conclusions for this mega event in Lithuania: References BuzzFeed. 38 Maps You Never Knew You Needed. Retrieved from NBA Global. Retrieved from NBA mission and values. Retrieved from Vilnius Airport. Retrieved from Siemens Arena. Retrieved from Cansun. Lecture of Naci Cansun, YouTube. (2013). PSV 100 jaar eind show The Moment. Eindhoven:

24 Group 12 Title Act local think global - Enrichment of multicultural communities through Basketball Authors Johannes Heilmann, Jessica Schuhmacher, Vera van der Meij,Yrishar de Nobrega TABLE OF CONTENT 1. The pre-season Global Games The NBA Global Games Rotterdam 2.1 Innovative objectives and potential benefits for NBA providing the NBA Global Games in Rotterdam Getting local: The host city of Rotterdam 2.3 Details and Schedule of the Event 2.4 Introducing the Initiative of `Global Courts 2.5 Integrating NBA partners 3. Methods of Research 4. References Global Games Rotterdam, The pre-season Global Games 2013 Passion, Entertainment and teamwork are one of the core values of the world s largest basketball association of the world. The NBA was founded 1946 starting with eleven participating teams, today the NBA has grown to the apex of modern basketball with a fan base of 750 million world-wide (NBA, 2013). According to NBA s value of expanding globally, the games have been taking place in different cities of Europe, South America and Asia in which the players get in touch with the local communities and players.

25 2. The NBA Global Games Rotterdam 2.1 Innovative objectives and potential benefits for NBA providing the NBA Global Games in Rotterdam 2013 Taking the NBA s Global Games to a new level, the NBA s Global Games in Rotterdam will provide an international festival connecting multicultural society groups of Rotterdam with the game of basketball. The concept is based on including different ethnical school aged children who will play a tournament leading to the main event of NBA game. The establishment of the festival gains to achieve three core objectives by the end of the event pictured below: Obviously, in the moment the fan base is broaden by placing the Games in the multicultural environment of Rotterdam, the NBA can increase their markets internationally and puts itself in a close relationships to communities. This does not only support the NBA s mission statement of developing growth, but further helps to demonstrate social responsibility as well. Furthermore, placing the NBA Global Games in Rotterdam will ensure existing partnerships by offering opportunities to go abroad and increase their markets in an international

26 manner. This results also an increasing attractiveness to potential new sponsors for NBA in general. As the Games are going to be on a local basis, the NBA is going to include native organisations as key partners, which is directly linked to our slogan `Act local think global. All in all, the NBA will create a feeling of being close to the community and giving their attention even to smaller unknown regions of the world. Concerning the third objective of increasing everyone s accessibility, NBA can encourage the grassroots sport showing them the active game and lifestyle of basketball. This will increase memberships in local clubs and potential new fans, which ends up in the first objective of broaden the fan base. 2.2 Getting local: the host city of Rotterdam Why should the NBA bring the Global Games to the City of Rotterdam? Rotterdam is a multicultural city with 174 nationalities and is known for its social active policy to bring people together. The local government of Rotterdam invests a lot in breaking social boundaries and getting people with different socıal backgrounds to life peaceful site by site. (Rotterdam, 2013) They have a strong sense of community building. In 2009 Rotterdam was the European Youth Capital, as a result of investing and believing in the youth. (Rotterdam, 2013) Besides those facts, Rotterdam is physically located in a very centred position of Europe and the world, which creates potentials for more incoming spectators or participants. Being a big city in the Netherlands, Rotterdam is part of the Dutch National league consisting of 10 teams and nearly people playing basketball in the age of The club of Rotterdam has 350 members (Basketball, 2013). Assuming those members attending the Global Games, NBA can even the fan base of 350 very quickly. Additionally, Rotterdam has the Topsport Center including a basketball arena and a welldesigned transportation system, what makes the decision even more clear. 2.3 Details and Schedule of the Event General facts First the event will be outsourced to Advance Events in Rotterdam. They have almost twenty five years of experience in branch of organizing and implementing events. They know the city and the inhabitants of Rotterdam as best. (Advance Events, 2013) Rotterdam is a multicultural city, so the tournament has to be multicultural too. That means that the participants of the event are coming from all ethnical groups of Rotterdam. This outlines the slogan from: Act local, think global! The event has to have a festival character. So NBA is

27 going to provide a three day tournament surrounded by concerts and a lot of basketball side events. Besides the festival character, the event is going to have a charity event as an opening ceremony and the general base for the whole event. NBA is supposed to collect money for the idea of Global Courts during the four days. During the side events NBA is earning some money for charity. They can earn 1 for each score in the tournament and 2 for the NBA game. Furthermore, participants can get a reward like a t-shirt or ticket. On the festival area there are a lot of info-points, like: NBA cares, basketball without borders, global games and other NBA points. Further there are training facilities where participants have the possibility to sport for free. The Rotterdam Topsport Centre will be the hosting point of the event. The matches will be played in this center and further facilities surrounding the main court will be used for side events. NBA aims to organize the event on a yearly basis to build a long-term approach and legacy. It could be happen again in Rotterdam, but also another international city to grow international according to the mission statement of NBA, Lastly for the general facts, NBA has to highlight providing this event for free and giving this to the urban community of Rotterdam. The following schedule shows the guidelines for the festival which are handed in to Advance Event Management agency.

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29 2.4 Introducing the Initiative of `Global Courts On the innovative basis of the Global Games in Rotterdam, the NBA will take this possibility as a chance to introduce the enriching initiative of `Global Courts. The notion is centred on using official sponsors, who will support on a financial basis to build Basketball courts situated all over the world. These courts will be accessible for everyone for free and are placed in the communities as streetball courts. In this context, NBA is going to enrich the community by creating sport facilities. Again giving back to the community has to be mentioned as the real benefit NBA is gaining from the initiative. Additionally, this project is able to produce a sustainable legacy for the community. The city of Rotterdam will be the first city having such a court placed in a city center. The side games, the charity ball and every score during the NBA Global Games in Rotterdam and the tournaments will raise money for the project to start. - As fit as a NBA player - How high can you go? - Half court shoot Fitness test Every participant gets a merchandise Every score gets a Adidas shirt and free participation for the lottery Sunday (13 October 2013) NBA game Meet & Greets Announcing of charity money Trade Fair Tournament finals Awarding Closing ceremony Tickets to regular season games for the winning team in London The long-term approach about this strategy is to place the next year Basketball festival on this new court and finally introduce it and open it to the community of Rotterdam. In the end the NBA creates a long-term legacy which is sustainable impact of the city. 2.5 Integrating NBA partners The main purpose of integrating NBA partners to the Global Games in Rotterdam is to satisfy their needs by implementing the objectives and to treat the relationship as a mutual beneficial tie. For that, the NBA is going to integrate their licensees with two main methods. Firstly, the NBA will set up KIA as a global organisation to be the official car for the event. That means, the organizational staff can arrange transports of athletes and staff with KIA cars and KIA is able to promote the brand in an international manner. Secondly, for the side events taking place during the whole event period the NBA is going to provide winning prizes to the participants, which mainly is covered by shirts produced by ADIDAS.

30 Basically, all the licencees are kindly invited to be a part of the trade fair taking place during the whole event period. According to marketing partners, NBA is concentrating on broaden relations to the city of Rotterdam. This will result in using urban resources such as billboards or sport facilities especially basketball clubs to promote the Global Games. Furthermore, NBA is going to produce a sustainability impact by using public transport for participants and spectators in order to stick to the NBA Green initiative. To integrate the media, the NBA will convince NOS to broadcast the game. Additionally, NBA will use the social media such as facebook for the photo competition and twitter to connect participants to current operations and updates of the event. Therefore, NBA will set up an event website to make the Games more accessible. 3. Methods of Research In methodology of doing research we focused on qualitative research and analyse existing features. Basically, research on NBA and their current projects according to Global Games took the first step. Based on the Lecture Fan marketing of Naci Ansun, we decided to stick to the theory of fans being a complex set of dynamic identities that deliberately chooses to consume the mediated experience of sport (Ansun, 2013). This results in creating the objective of broaden the fan base. Identifying the fan base, was done by researching on Rotterdam s society websites, which also allows the profiling of fans. Sticking to that concept, growing a fan base means to for that project to create the relationship to a new multicultural groups of fans. The theory is outlining organizing the fans means to engage them into NBA s activity (Ansun, 2013). At this point, the event itself has to be organized which definitely is engaging the fans by updating them via twitter, make people play the game and make them happy by make them winning NBA related prices. Additionally, Ansun, 2013 mentioned the involvement of third parties and building partnerships. Although, knowing existing NBA partners is essential by doing research on NBA website. Afterwards it was possible to consider mutual beneficial relationships. 4. References Advance Events (2013), Retrieved 10/09/2013 from Ansun, Naci (2013) ; Seminar of Sport Management 2013, Fan Marketing Basketball (2013), Teams, Retrieved 10/09/2013 from NBA (2013), History and Announcement, Retrieved 10/09/2013 from

31 Rotterdam (2013), bezoek de stad, Retrieved 10/09/2013 from Topsport Zentrum (2013), Members, Retrieved 10/09/2013 from

32 Sport and Recreation in the Community Presenter Ümit Kesim Marmara University School of PES Dr. Ümit Kesim, born in Istanbul, graduated from Elkhart High School, Indiana. He received his bachelor s (1968) and master s (1971) degrees from Indiana University School of HPER. After returning to Turkey in 1971, Kesim served in different sports institutions and universities, including the Ministry of Youth and Sports. After returning to Turkey in 1971, Kesim served in different sports institutions and universities, including the Ministry of Youth and Sports and Turkish Olympic Committee. He is the editor of various sport science books and articles. Dr. Kesim s biggest ideal is to see his students and young colleagues advance nationally and globally in the academic field of sports management. Recreation does not only entail the working time of individuals but also include their free time activities in order to improve their daily life qualities. Recreation includes time periods in which individuals get involved in activities during their leisure or free time outside their working or living time periods. This time span consist of everything individual do, therefore includes a wider concept much more than sports. Recreation programs not only involve talented sports people; it includes everyone who is involved in sports. On the other hand not every individual is interested in sports; thereby municipalities should address activities and programs which cover the total interest of all recreational activities besides sports. Every person may not be interested in sports or may not be talented enough in sports activities. Municipalities offer variety of programs and services to healthy and handicapped individuals for all ages and talent level. Municipalities, like any other organization involved in sports, offer individual/group activities in which personal and social development, physical well-being (wellness), problem-solving skills, stress management competency, personal discovery and efficacy, among others, are promoted.

33 Information about Sarıyer Municipality Sarıyer is the northernmost district of Istanbul, Turkey, on the European side of the city. With a long shore along the water, the district boasts both a beautiful coastline and a lush forest. The Sarıyer district is a huge area consisting of the villages on the European side of the Bosphorus from Rumelifeneri, down through Tarabya, Yeniköy, İstinye, Emirgan to Rumelihisarı. Sarıyer also administers the Black Sea coast to the west of the mouth of the Bosphorus including the village of Kilyos. Sarıyer has a population of approximately 260,000 people. Sarıyer's Bosphorus villages, backed by steep hills, were once rural fishing communities. They later became retreats for the city's wealthy. In the Ottoman period the sultans came to these villages for picnics and excursions. During the 18th and 19th centuries, the coast was lined with summer residences of the wealthy foreign traders of Pera and Galata. Many foreign embassies built summer residences in this period. Since the construction of the coast road, these villages, and increasingly the hillsides behind them, house many expensive villas owned by İstanbul's rich businessmen, actors and musicians, attracted by the coastline and the lush forest behind. The forest hinterland The Belgrad Forest ( meter square forest area), at one time the Ottoman military s exercise area, today is used for picnics during the weekends by the general public. The road to Kilyos passes through here. The woods are home to Istanbul University's department of forestry, and are accessible by public transport. There have always been rural communities here but since the 1990s, luxury housing and private schools have been built in the parts of the forest. The largest of these developments is the new village of Zekeriyaköy, which is now one of the most expensive residential areas in Istanbul. The campus of the prestigious, private Koç University is also located in the forest. The growth of these areas may have, along with construction and poorly conceived traffic flow planning, contributed to the heavy traffic in the village of Sarıyer. Kilyos and the Black Sea Kilyos is a small village, a pleasant retreat from Sarıyer, although it is often windswept in the winter. Indeed, the Black Sea can produce dramatic storms even in the summer. Some Istanbul residents swim in the sea at Kilyos, although the rocky coast and strong currents, including, in places, a dangerous undertow, may make swimming here risky. There are lovely cool spots to stop in the forest or go for a country walk, and the hilltops have marvelous views of the Bosphorus and the Black Sea. For many years this area has been a popular spot for picnics. In recent years Kilyos has acquired a number of bars and cafes, including a couple of well-known private beach clubs and a rock festival in summer. There are still beaches and plenty of spots for picnics.

34 Places of interest - a large fortress on the Bosphorus built during the Ottoman conquest of Istanbul. In the summertime, Rumelihisarı is the venue for a series of popular open-air concerts. - a museum of contemporary fine arts. Feneri - a historic lighthouse in the Rumelifeneri village. architecture. - another important piece of historical ls in Turkey. This district is a historically rich area which includes many recreational and sports facilities. Sarıyer Municipality has 2 sports halls, 1 football stadium, 1 wrestling facility, 7 social center, 1 indoor swimming pool, 4 tennis courts, 7 beaches, a large sea shore where some water sports activities potentially may take place. Many local parks are located in the municipality of Sarıyer. There are 3 universities and many schools. Within the municipality borders there are 80 large and middle size business organizations and also many active NGOs. The Municipality Sport Club has a women s volleyball team that competes in the first division and a men s football team which is in the second division. In addition judo, taekwondo, karate teams are active branches in the club. The Municipality Sport Club organizes summer and winter sports camps every year with reasonable attendance fees. Only the children can take part in these sports camps. The program includes basketball, swimming, folk dances and computer courses. Only professionals are employed in the Sport Club in these programs. Please analyze the following; 1. How should the municipality organize recreational activities? 2. How can it be related to sports? 3. How can the human, physical, financial resources and communication channels be efficiently used? 4. How to implement gender issues? Should there be a positive bias towards inclusion of girls and women?

35 Group 10 Title Enjoin! - Founding Village Councils Authors Giray Çavdar, Jenni Kannisto, Melanie Wassenaar, Steven Ripken, Marco Klappenecker, Abdolreza Nabatchian ABSTRACT The aim of this study is to include the citizens of Sarıyer into recreational activities in their free time to improve their life qualities. The study focuses on five villages of Sarıyer that are already involved in a recreational municipality project called Sarıyer Development Action Plan (SDAP). The target group of this study is 5 villages of Sarıyer. The study provides an action plan for the municipality to create local councils in each village and provides tools for the citizens to empower themselves according to recreational activities. In this study we present a new model to increase the amount of instructed recreational activities in the villages. INTRODUCTION Sarıyer evolved over centuries from a small fishing village to a population of four hundred thousand people, where waterside residences and shanty houses stand side by side. Sarıyer has been affected significantly from the unplanned urban development in relation to the fast modernization and urbanization. In changing world and country conditions, cities have to overcome their current problems at one hand and take measures against new threats and benefit from opportunities on the

36 other. Managing these difficult and complex processes is only possible through developing and implementing a democratic, effective and strong notion of local governance. Many social groups, the children, disabled, women, elderly and the poor in particular, have different needs. These needs cannot be met by city s own resources alone. Social solidarity and correct local policies can minimize these problems. Development actions directed at these problems has the aim of strengthening the social life. Enrichment of social life in Sarıyer will be possible by increasing cultural and artistic activities. Although it has a quite rich cultural structure, activities in the city are inadequate. ( ) Sarıyer Development Action Plan (SDAP) An exemplary development plan was prepared with participation of distinct people and organizations under leadership and coordination of the municipality, starting from January Sarıyer Development Action Plan (SDAP) is the first development in Turkey prepared on the district level on the basis of broad participation. The SDAP involved whole municipality of Sarıyer in different kind of projects. Actions in the field of sports we re carried out in the villages of are Gümüşdere, Kısırkaya, Rumelifeneri, Demircikoy and Uskumruköy. These actions will help citizens to maintain a healthier life, along with contributing to increased social coalescence and peace. Basic information about these villages is: Demirciköy: Economic activity is livestock farming. The population is 1150 women and 1350 men, 2500 in total. There are no schools in the village. There is a building for school but it is out of order. Students go to a nearby town called Kilyos to study. Gümüşdere Köyü: Economic activity is green housing. The population is 980 women and 820 men, 1800 in total. There is a primary school in the village. Rumelifeneri: Economic activity is fishing. The population is 1738 women and 1833 men, 3571 in total. There is 5 km long coast in the village. There is a primary school in the village. Uskumru Köyü: Economic activity is gardening. The population is 3950 women and 4050 men, 8000 in total. There is a primary school in the village.

37 Kısırkaya Köyü: Economic activity is forestry. The population is 224 women and 246 men, 470 in total. There are no schools in the village. There is a building for school but it is out of order. The students go to Gümüşdere Village to study. There is an amateur football club in Kısırkaya Village which trains aged boys. Municipality supports the club. Also there are fitness machines in a public place in Kısırkaya Village. Enjoin! - Founding Village Councils The study provides an action plan called Enjoin! which can be implemented in all five villages. This is an action plan for the municipality to create local councils in each village. The aim of the program is to provide tools for the citizens to empower themselves according to recreational activities. Municipality s responsibility is to provide enough support, instructions and funding for the villagers for them to be able to plan and execute recreational activities themselves. The person who works for the municipality gathers a group of villagers together in order to plan the actions in their own surroundings. The village council members should be active to motivate citizens, both men and women. The municipality employee is the mentor of the village and provides counseling and education for its members. The action plan follows Sarıyer Development Action Plan s (further along SDAP) footsteps and broadens it to wider audience in these five villages. The SDAP was Turkey s first district level development project on the basis of broad participation. The same start-up questions can be used in this program: What kind of a village do we want? and How can this be achieved? The village council has three main purposes. In addition a peer-education system is introduced. 1. to define what recreational activities the villagers want and need 2. to find the possible locations in the village that can be turned into a sports facilities 3. to develop a plan to reach people in the area In these villages the recreational activities are limited. When we visited one of the villages in Sarıyer we found out that the local people are eager to all kind of activities. Local people should be informed about the opportunities they have to be able to decide what they want. This is the prime time for the local councils to get together because of the upcoming municipal election. The election will be held in March The politicians will visit each of the villages during their campaigns. This gives a great opportunity for the politicians to connect with the citizens and for the citizens to present their local plans.

38 There are no actual sport facilities in any of the five villages. As the research indicates, at least the women in the society prefer to exercise indoors. To make the recreational activities possible, the community needs to come up with alternative solutions. Due to our research there is a school in every village. Two of the schools which are located in Demircikoy and Kısırkaya Köyü are out of use but the buildings could be used as sport facilities. Also the other schools which currently provide education can be used as recreational facilities for many target groups for example during weekends and evenings. Currently the recreational activities are carried out only in one village and the participants need transportation to take part in them. Currently the municipality offers shuttle service for the participants and it is a significant part of the expenditure. By arranging the activities in every village it is possible to cut down the costs. For the council to be able to work and implement its scenario they need to reach the people living in the area. The employees of the municipality already have a big network around the villages. This network can be used to reach a large part of the community. According to the research done in this study, the easiest way to spread the word is through the women. Mostly, the men are very busy with work. Most of the information goes from mouth-to-mouth and because of this it is important for the mentor and the members of the councils to attend local events and social activities. Every week local people gather together to spend time in picnics. This is a great place to inform people of the program s actions and scout for volunteers. The mentor of the program can join the picnic as well as the members of the council. This is also a good place for sport clubs to promote their activities for people living in the villages. Local women can also be met in Gold Day events which are traditional in this area. These events are social gatherings for women who come together regularly. The mentor can join the events and tell women about the program and propose them to take part. These women are already active members in the society and for that reason they are great candidates for future volunteers. For those who don t attend these event, local newspaper, posters and internet can be a good way to reach them. Peer-education System In this study we present a new model to increase the amount of instructed recreational activities in the villages. The municipality has a limited budget for activities in general and peer-education system can be carried out with only the cost of the mentor s working hours. The peer-education focuses on the people living in the villages and in their abilities to become instructors themselves. The mentor of the village educates either the members of the council or other volunteers in planning and organizing different recreational activities.

39 The system concentrates on the skills people already have in. With a little education the people can arrange activities as walks and gymnastics themselves. The people taking part in peer-education are local volunteers and they do not need have previous experience in instructing. The participants can also be retired professionals or students. Conclusion In conclusion local communities need more recreational activities. The program we provide is financially effective because it can be done with a minimum budget. The program is based on local people and in their own communities, skills and interests. The up-coming election can motivate both politicians and local people to bring this project to life. References Phone interview with Recep Yel, Vice-presedent of the municipality ( ) Interview with Çiğdem Kilic ( ) Sarıyer development actıon plan (SDAP) Interview with local people in Sarıyer ( ) Municipality of Sarıyer website ( , 16.47)

40 Group 4 Title Together to the top! Authors Sara Knaeps, Jukka Laamanen, Tobias Seidl, Jochem Smits, Verena Vogl, Amber Van der Zouwen Step 1 - Define Goals Vision: Lifelong recreational engagement within the community Goal: 60% of the total population of Sariyer is involved in recreational activities one hour a day in September Step 2 - Definition of Recreation Recreation is an activity that people engage in during their free time, enjoy and recognize as having socially redeeming values. The activity contributes to society in a way that society deems acceptable and brings refreshment of health by relaxation. (Hurd & Anderson, 2011) Step 3 - Status Quo After consulting the Sariyer Development Action Plan and the official Sariyer website and collecting the opinions of inhabitants of the municipality, the following was collected: Inhabitants of the municipality Sariyer has a population of approximately people, with a rather high growing rate in the past 30 years (1980: , 1997: , 2007: ). The number of male and female residents is quite balanced, more than half of the population is young and able to work. The population of the municipality also includes the disabled, socially disadvantaged and socially not yet integrated people. Needs of the inhabitants The habitants of Sariyer like quiet activities, such as walking. Because of the temperature they like activities with little effort, as board games. They also find traditional activities very valuable and think it is important to involve social groups.

41 Already existing facilities Sariyer has lots of recreational and sport facilities. The district has 2 sport halls, 1 football stadium, 1 wrestling facility, 7 social centers, 1 indoor swimming pool, 4 tennis courts, 7 beaches with a shore, local parks, a forest and many schools. There already are some projects for social and physical activities and twice a year the municipality organizes sports camps for kids. Step 4 Specification of the target groups Within recreational activities it is logical to divide the prospects on age and gender. It is not only important to have activities for the target groups, but to include everyone. Therefore every activity should be adapted for all target groups. The target group itself is the whole community but there are special programs for children, families, retirees, disabled people and inactive girls and women. Step 5 - Example Activity: Together to the top! Aim The aim of this project is to include the whole community in recreational activities. With our activity we try to reach the whole population, whether they are sportive, culturally interested, well integrated into the community, disadvantaged or not. To reach the whole community we want to keep it low budget and easily accessible for everyone. The paths The example activity Together to the top! for the Sariyer community is to offer several hiking paths in the surrounding forests or nearby the water with the possibility to do geocaching1. The different paths attract all target groups. The paths differ in level, distance, time consumption and disciplines. The maps or GPS devices can be lend in return for a certain amount of cash that is paid back after the walk. For instance there is a 10km-hiking path for families with different caches to find and a picnic facility in the middle. During the trip, children can answer the questions which are asked in the hidden stations and get a surprise in the end. The questions differ from path to path and change their topic from time to time (e.g., geography, history, traditions, sports, nature, etc.). Also there is a fixed stage a few hundred meters after the beginning of the path (wheelchair-friendly), where there are events held continuously, e.g. monthly. The length of the event and also the frequency depends on the budget and the participating stakeholders. So there could be a concert of a music school in January and in February there could be a cooperation with the museums who place art along the route. Every stakeholder can start a

42 partnership like this to improve the program. Because of the changes along the route people will participate more often and have lifelong engagement. The events Each year the municipality will organize two big events. One will focus on sport, but will include cultural activities. The other event will focus on culture, but again, sport will be included. For example, there will be a running event, with different disciplines. Such as a ladies run, kids run, generation walk, student relay race. This to give a goal, and motivate all people during the year and lead everyone to together to the top. At the finish line there will be side events such as music, theatre, typical food, games. On top of this, a healthy lifestyle will be promoted by educating the population in an interactive and amusing way. Every three years the Kültür Haftasi (Culture Week) takes place. This is the mega event of Sariyer municipality. This week is filled with cultural activities, physical activities, music, theatre, film, folklore, dance, traditional food and every trendy topic in the municipality. Promotion Reaching all target groups by several communication channels: newspaper, periodical magazine -mail, home page of the municipality, project website, social media channel) internet) As you can see, Together to the top! is focusing on life-long recreational engagement within the community. Step 6 - Risks Financial It is hard to generate funds for public investments in Sariyer. Right now there are insufficient resources for investments and promotional activities. Through the development action plan funds should be relocated from different directorates of the city council to the recreational sector. Human Resources To minimize the cost for the program, long lasting voluntary support is needed. If volunteers are not rewarded sufficiently they might not be supporting in the future. Right

43 now there is a rewarding culture, so it might be difficult to attract voluntary workers in the beginning. The internal and external stakeholders are not cooperating on an effective basis. Also cooperation with the third sector should be more effective. The city has difficulties reaching and influencing their inhabitants. Environmental Rising traffic and number of inhabitants could affect the environmental surrounding of Sariyer. The task for recreational program includes creating an saving green areas and the protection of a safe environment. A lack of understanding of the people in charge of the facilities and the importance of recreational activities hinders the effective cooperation between the responsible of the municipality and its inhabitants. Step 7 - Milestones The milestone model (picture 1) gives an overview of the main aims for the next ten years. It is divided in a short, middle and long term perspective. Several milestones were figured out and can be found in the model. The vertical axis gives an impression of the estimated costs. In the next weeks the social media platform will be developed. Negations with potential partners, such as the schools, sponsors and sport clubs will be set up. On top of that the geo-cashing will get ready to launch. Picture 1: Milestone model

44 References: plan. Municipality Strategy Development Directorate (2010) Sariyer Development action

45 Group 11 Title Sport and Recreation in the Community to Make Sport Accessible Authors Bob de Jong, Sebastian Haberling, Hanyue Zhang, Floor Bos 1. Sariyer Our case is about the Sariyer Municipality. Mission: To transform Sarıyer into an ecological living space in which human welfare and life quality is high level for everyone while preserving and cherishing its natural, historical and cultural values. Vision: To become an exemplary district and local authority through local participatory democracy and development. 2. Main Problem: The main problem in Sariyer is the health of people. 2.1 Health/ Obesity Dr Krotee (North Carolina State University) and Dr Kesim (Marmara University) told us about obesity in Sariyer. Also Sadik Döklü2 told us about this big problem. Obesity has become one of the most rapidly increasing health problems in recent years. It is a disease that needs to be treated. Distribution of body mass index values of 15 years and over individuals by years and sex in Turkey.

46 Table 1: Turkey Weight In table 1 you see overweight is a bigger problem by men than women. One of third Turkey man is overweight. Striking is that obesity is a bigger problem by women than man. One of five Turkey women has obesity. Our main problem consists a couple of aspects: 2.2 Cultural aspect Around 99% of the people in Istanbul are Muslim. The main problem with sports and Islam is that Islam does not accept mixed sports and have a problem with some type of sports clothing, like a swimsuit. Muslim women prefer an environment with only women. But important to know is that there are much levels of this belief. The locals in Sariyer and Dr. Krotee told that in Sariyer women can sports with men, it doesn t have to be separate. Local woman told in Sariyer that woman like pilates and yoga. 2.3 Government schools Locals told that the kids which are being educated at government schools are getting gymnastics. The problem with these gymnastics is that most teachers aren t certified gymnastics teachers. Most of the time they just do something. 2.4 Indoor facilities There are not enough indoor facilities, according to the Deputy Major of Sariyer. Goal Our goal with this case is to make sport accessible for everyone and increase the health of inhabitants from Sariyer.

47 3. Sariyer Current situation Natural Assets: - Proximity to the Centre of Istanbul - 23 rivers - Dams and aqueducts - Many local parks - Belgrad Forest - Bays - 7 Beaches - Wide green fields Sports: - 1 professional women s volleyball team - 22 amateur sports teams - 1 municipality sports club in the province - Over 10 sport centers and facilities Other: - High level of unemployment7 4. Solution For the problems we have set up three solutions. 4.1 How should the municipality organize recreational activities? Nowadays the municipality has 2 sports halls, 1 football stadium, 1 wrestling facility, 7 social centers, 1 indoor swimming pool, 4 tennis courts, 7 beaches and a large sea shore where the inhabitants can go to for physical activity. Hereby comes that The Municipality Sport Club organizes summer and winter sports camps every year with reasonable attendance fees. They municipality has to make sure that their citizens are able to live a healthy life. They have to provide them with sport venues to make sure that they won t get injured while trying to be healthier. Looking after their sports venues shows that only the beach is a place where you can go to anytime. For the people who are working, they would probably

48 miss the opening hours of the sports venues. In this way it is for them impossible to work out. There has to come a certain activity which can be used all day and which is accessible for everyone. After having contact with some locals, it became clear to us that fitness is very popular in Turkey. Looking after the sport venues, the municipality does not own a fitness center. Owning one would make it easier for the people who don t have a lot of money to exercise as well. This is very important, because of the fact that there is a high level of unemployment and these people have to save the money they have for their prior life needs. 4.2 How can this be related to sport? 1. First of all we have to start from the bottom. Meaning that we have to start with the young kids. After we found out that not all of the government schools have a certified gymnastics teacher, we found out that some of the certified teachers use the gym time as play time and let the kids to whatever they want. A certified gymnastics teacher would be able to tell a group of children what to do and they can introduce them to several sports. In that way kids can check what kind of sports they like and maybe become a member of a sports club. When they become a member of a sports club, they will get used to sport frequently. When people sport frequently the chances to get overweight or obese would decrease. Advantages: - Professional education for school kids - Kids get more knowledge about several sports - More people get a job so the unemployment rate would decrease Disadvantages: - Higher costs for hiring extra teachers 2. Secondly we thought of new running circuits through the Belgrad Forest and the beach. We place some outdoor fitness machines across these circuits so that people can run/walk and workout at the same time in a healthy environment. We are suggesting that you should make a couple of circuits, one for the beginners, one for the intermediate and one for the advanced. Advantages: - Free - You can go there whenever you want

49 - Accessible for everyone - Easy to use, you don t need a coach Disadvantages: - Investment costs - New project, so you don t know the inhabitants reaction - Frequent maintenance 3. First of all we have to start with the building of a municipality fitness center. At this fitness center all of the inhabitants can go to exercise for a low price. In this fitness center we have to make a special room for women, so that they can work out without being seen by men. They also should provide pilates and yoga classes, because that are the workouts that the elderly women want to do. Advantage: - Fitness is popular - Women can sport in their own space - Fitness is an indoor sport facility Disadvantages - You have to hire people to keep up the gym - Not a multifunctional building 4.3 How can the human, physical, financial resources and communication channels be efficiently used? We want to do a Kick- off Event to promote the new sport facilities. First of all it has to be promoted in different Communication Channels, so that every inhabitant can be reached effectively. The Communication Channels we want to use are: 1. Sariyer Newsletter 2. Print (Newspaper, Flyers) 3. Social Media (Facebook, Twitter, Homepage) 4. Kick-Off Event 5. Local Television

50 Sariyer Newsletter: The Sariyer Newsletter will be sent out once a month to every Member Sariyer. It will be a update including all important information about the Fitness Center and the running circuits in the Belgrad forest and Sariyer itself. The Members will also get workout plans including nutrition plans which they can use in the Fitness Studio and in their daily life. Print: There will be information printed in the weekly newspaper and flyers which will be handed out in the studio as well as in local shops. Social Media: We will use Facebook, Twitter and the Homepage of Sariyer to inform the people via the internet. In Facebook we will make an event and invite all the people living in Sariyer. If they like Sariyer s Facebook page they will get a free sweatband during the event. This will be promotion to get them to the event and after that it will be a motivation to do some kind of sport. We promote the event on twitter and we can keep up with the people that are following on twitter and inform them every day. Kick-Off Event: The main reason we are hosting this Event is that we want to inform the people about the new sport strategy of the municipality. We want to organize an event with live music, open sport activities and a place to have a drink. The major will tell about the new activities in the area. Furthermore people can enjoy an introduction course in several sports at the kick off. Local television: TvSariyer will show some clips introducing the new sports activities which you can do in Sariyer. It will attract people to the venues and make them work out. 4.4 How to implement gender issues? Should there be a positive bias towards inclusion of girls and women? Like earlier is talk about, in Sariyer are a lot of Muslims. This can make a problem with the sport with men en women. Dr Kesim told us that in Sariyer this isn t a really big problem, but it s nice when there is an opportunity to sport separate. They prefer that the man en women are separate in two groups, so that s why we introduce the fitness center. This fitness centre gives the opportunity for women to sport only with women. They also have changing rooms just for girls, so when they are in the fitness center, they can always be separate from men. 4.5 Logo Our name is ACCESS XXX ACCESS stands for accessibility. And the three X s stands for the three solutions we have.

51 Sources: People: - Sadik Döklü Tennis coach at Marmara University - Dr Krotee North Carolina State University - Dr Kesim Marmara University Documents: - Hand-out Management Game, Sport and Recreation in the Community - Sariyer Development Action Plan (SDAP) - Turkey Health Survey, 2012 by Mehmet ÖZMEN - Presentation Sariyer Websites:

52 Sport for Social Responsibility of Corporate Organizations Presenter İbrahim Edin Marmara University School of PES BANVIT A.Ş. Celebrating its 44th anniversary in 2012, Banvit continues to advance in the industry on the strength of its contemporary, dynamic, innovative and entrepreneurial structure. Having proven itself as an innovative company in the industry, Banvit is a longestablished, pioneering and leading food company looking forward to a bright future together with its employees, business partners, customers and consumers, underpinned by its ongoing investments in Turkey, Romania and Dubai. Banvit s Understanding Of Social Responsibility Banvit not only produces and offers healthy and safe food for consumers, but also works towards the social development of the community it is a part of. To this end, the Company develops various social responsibility projects, particularly in matters of social concern, involving education, sports and health. The Banvit Basketball Club Active for 19 years, the Banvit Basketball Club started out playing games under the Company umbrella and participated in local tournaments. Subsequently, it graduated to the Turkish Premier Basketball League, going on to play on the basketball courts of EU member countries, and becoming an exemplary corporate sports team in Turkey. Banvit Basketball Club has played in the Turkish Men s Basketball Premier League for past nine years. Sports and Urban Life The Banvit Basketball Club s support of basketball contributes not only to the physical and mental well-being of young people, but also to their social development. What s more, the Club stimulates the economy of Bandırma and revitalizes social interaction within the community, while celebrating the province abroad in domestic and European cup matches and also constructed modern outdoor basketball facilities for the counties in the region. In order to encourage youth participation in sports, the Banvit Basketball Club provides sporting opportunities for hundreds of amateurs by means of the street basketball tournaments it holds during the summer. Girls Go to School In Turkey, many young girls still have difficulty accessing educational opportunities, or else lack them completely. The Bandırma district of Balıkesir is one area that suffers from the

53 problem of migration to industrialized regions with the consequence of girls not attending school. In 2007, Banvit launched a scholarship program in collaboration with the Bandırma Branch of the Association in Support of Contemporary Life in order to help address this issue in Bandırma, where the Company s main production facilities are located. In 2012, the Girls Go to School with Banvit project, a school program for girls, completed its fifth year. With the scholarship program, support is provided to 100 girls of elementary school age who encounter difficulties accessing educational opportunities. The project aims to assist girls with education, as well as in their personal life, encouraging their personal development through social activities provided. Banvit Firefly Travelling Training Unit Banvit has been supporting the Firefly Travelling Training Units project, carried out by the Educational Volunteers Foundation of Turkey (TAG), since Continuing its activities with the Company s support, the Banvit Firefly Travelling Training Unit managed to reach 39,192 students of various primary schools in Istanbul, Eskişehir, Muğla, Kayseri, Isparta, Burdur, Van and Kahramanmaraş. During 2012, the Banvit Firefly Travelling Training Unit provided its services at the prefabricated town in Van, the earthquake hit province, and then moved to the Afşin district of Kahramanmaraş province to continue its efforts. Smart And Healthy Meals For Children The Special Management Game Of Banvit Launched by Banvit in 2008, the Akıllı Çocuk Sofrası (Smart and Healthy Meals for Children) Project is a corporate social responsibility endeavor that aims to raise awareness among primary school students about the importance of adequate and balanced nutrition. Project Development Inadequate and unbalanced nutrition, an ever-increasing problem among children, is the cause of many health disorders, mainly those of a developmental and obesity related nature. Foods that are high-calorie, yet of low nutritious value are very often and automatically consumed by children at school, out of school and at home. The unilateral nutrition mode and excessive consumption of so-called junk foods together with a sedentary lifestyle adversely affect the physical and mental development of children. According to a report issued by Turkey s State Planning Organization, a lack of basic knowledge and education and low socio-economic conditions are the two main reasons for unhealthy nutrition. Banvit s Smart and Healthy Meals for Children Project aims to remedy the basic knowledge deficit and lack of education on nutrition. Therefore, in producing healthy products for the development of future generations, Banvit, as a socially responsible company, seeks to raise awareness of the importance of adequate and balanced nutrition, primarily among the young.

54 The Play Küçük Denge Dünyası (Small World Of Balance) The importance of adequate and balanced nutrition and physical activity... Our Akıllı Çocuk Sofrası (Smart and Healthy Meals for Children) project was launched with the aim of teaching these basic concepts to children and raising awareness. With direct training sessions held in Adana, Ankara, Antalya, Balıkesir, Bursa, Istanbul and Izmir provinces, and through the play Cem and Cemile in the Secret Garden, the project reached over one million primary school students and collected the first prize in the Health Awareness Activity category of the Association of Corporate Social Responsibility of Turkey in Following the direct training phase, the Smart and Healthy Meals for Children Project was re-launched in December 2012 in Istanbul with an updated play where the cheerful characters Green Chef, Mother Milk, Cereal Man, Protein Girl, Mec and Elimec clued children in on the importance of adequate and balanced nutrition and physical activity. The new play developed by Ekol Drama Sanat Evi (Ekol Drama Art House) is being performed in school auditoriums and at municipal cultural centres, which voluntarily give support to the project, and to the joy of many children. The aim of the play Little World of balance is to reach 12,000 students in Istanbul during the school year and to continue raising awareness of the importance of adequate and balanced nutrition and physical activity among pupils and their families. How can this project be enriched by sport and physical activities?

55 Group 2 (WINNER) Title Sport for Social Responsibility of Corporate Organisations Authors Bianka Lubig, Claire Ruigrok, Oliver Johnson, Jari Honkanen, Joeri Fredriks Contents 1. Introduction 2. Background 2.1 Company Information 2.2 Smart and Healthy Meals for Children 3. Research 3.1 Benchmark Projects 4. Methodology 4.1 Concept 4.2 Communication with schools 4.3 Evaluation

56 5. Conclusion 1. Introduction The aim of this project is to develop the concept of Banvit s scheme Smart and Healthy Meals for Children, which aspires to raise awareness amongst primary school children about healthy eating and the dangers associated with poor nutrition. Therefore our task is to provide a solution that Banvit could provide which incorporates physical activity and a healthy nutrition for the children. 2. Background 2.1 Company Information Banvit is a well-established, leading food company distributing healthy, non-preservative produce throughout Turkey and also exporting to the likes of Azerbaijan, Macedonia, China, Hong Kong and the United Arab Emirates. Their pedigree as a company within the industry is strengthened by Banvit s aims to ensure social development within the community is at the forefront, which involves promoting education, sports and a healthy lifestyle. Projects funded by Banvit within Turkey have had a remarkable effect, specifically the Banvit Basketball Club and Girls Go to School. Active for 19 years, Banvit Basketball Club began playing in local tournaments under the company umbrella. Nowadays, the club is playing in the Men s Turkish Basketball Premier League for the past nine years. The club has contributed to motivate young people in their social development as a result of their success in domestic and European cup matches. The construction of basketball facilities has seen an increase in youth participation, with Banvit providing sporting opportunities for hundreds of amateurs in street basketball tournaments. Addressing the gender participation issues has also been a key scope for Banvit s social responsibility, as young girls in Turkey lack educational opportunities they introduced the Girls Go to School with Banvit. A scholarship programme for girls who encounter difficulties accessing educational opportunities, aims to assist girls with their education as well as in their personal life through social activities. 2.2 Smart and Healthy Meals for Children Banvit launched the Smart and Healthy Meals for Children in 2008, which aimed to raise awareness among primary school students about the importance of an adequate and balanced nutrition. This is highlighted by the threat of health disorders as a result of obesity and a poor nutritional diet. Low socio-economic conditions and a lack of education have contributed to unhealthy nutrition. Therefore, the production of healthy products can aid the development of future generations through raising awareness. Banvit introduced the play Cem and Cemile in the Secret Garden in order to educate and make children aware of the healthy concepts that they hoped to get across. The project reached over one million

57 primary school students and collected the first prize in the Health Awareness Activity category from the Association of Corporate Social Responsibility of Turkey in Research 3.1 Benchmark Projects An integral aspect of our research was to explore other similar yet successful schemes that aimed to promote physical activity and healthy nutrition. Lekker Fit, a scheme introduced in the Netherlands designed to encourage primary school children to participate in physical activity and to ensure they have a healthy future (Lekker Fit!, 2013).The programme, established in primary schools curriculum across the Netherlands, provided teachers and the pupils with activity cards to enable children of all ages to participate in physical activity whilst having fun. Additionally, classes are provided with booklets containing advice and tips on healthy eating. This scheme reinforces our idea, as a similar concept, the success of Lekker Fit allowed the operation to expand across much of the Netherlands, a similar aspiration that we have for our project. Change4Life is scheme run in England by the National Health Service (NHS), targeting families to encourage them to get fit and eat healthily. The main premise of the scheme is to engage with families accustom to high levels of sedentary time and low physical activity levels. This was achieved through a series of promotions, advertising the information via television commercials, online and tangible material. Although our project is not anticipated to be nationwide initially, Change4Life is one that should Turkey as a nation should aspire to develop, Banvit could be the driving force behind this. 3.2 A Healthy Nation Research has shown that physical inactivity often leads to serious health conditions amongst people, specifically Cardiovascular disease and some cancers. Sport England mentions that physical activity, including sport, is linked to a reduced risk of over 20 illnesses. Furthermore, Sport England also reports that taking part in regular sport can save between 1,750 and 6,900 in health care costs per person in the UK. According to Finnish recommendations, school-aged children should be physically active for at least one or two hours a day (Liikkuva Koulu, 2013). Although these findings are culturally different, it emphasizes the demand that children of primary school age should participate in physical activity regularly to establish a mentality that, if continued, is likely to lead to a healthy life. 4. Methodology Before we start the research we have to make a limitation. We see this project as a trial run, initially we shall focus our report on Istanbul. It s a big city and it can be an role model for other cities and schools. We have to make an analysis of the culture, traditions in elementary schools and norms.

58 Most of the information will be found via desk research; academic articles, website information and we search for benchmark information. Besides that we talk to Ibrahim Aden and we will try to reach some sport management experts per mail or twitter. 4.1 Concept Our project Fun Fit shall offer schools the opportunity to receive playground equipment which may be used in the children s recreational time to engage in physical activity. Schools who are participating in the Banvitas Smart and Healthy Meals for Children project will be offered the Banvitas playground. This playground will be there for the children to play on every day. During the Banvitas Healthy food program the first day following installation, will consist of an interactive healthy food and interactive physical activity presentation. This shall take place on the school playground, instructed by students of the Marmara University. We believe that Marmara University can be incorporated into this scheme, by introducing a unique student program to earn credits for their course and also to gain work experience within a vibrant sporting environment. After the Banvitas program the playground will be there to play on every day. The Banvitas playground will consist of games such as: food mix twister, hopscotch, footballs, beach tennis rackets and many more. The food mix twister is a mega twister game which is painted on the school playground. The game won t be colored dots but a chicken, broccoli, fish and tomato. To play the food mix game you need two big dice. The hopscotch will be different fruits and vegetables. If these school playgrounds are a success it could be utilised on other playgrounds available. During the weekend, the sports fields of the university are rarely in use. The students of the Marmara University participating in the student credit project will guide a sport day on the fields of the University. This day will be free for all the children to participate, with parent also learning about the healthy life and benefits of physical activity. This event will be held on Saturdays. A Banvitas truck will provide transport for sport equipment and lunch. This event can be held on any field. Children are central at this sport event and should be given every possibility to express themselves in a active way. If extra funding is required then the government should be contacted to support such a beneficial scheme. This project will increase the possibility of physical activity and sports. The Fun Fit scheme is an excellent opportunity for Banvit, as all sporting equipment shall feature their logo and promote the awareness of the integral social values that they possess. Furthermore, Banvit shall be providing lunch for the participants of the Weekend Sports Day, thus showcasing their healthy, nutritious food to potential customers.

59 4.2 Communication with schools Some schools are already participating in the benefit project from Banvit. These schools are the first to participate in the Banvitas Funfit program. Elementary schools in the area of the Marmara University will be contacted to apply to the Banvitas program. Children and parents will be informed by the school. The parents will be invited for a presentation from the director about a healthy lifestyle and physical activities to enforce the importance of this scheme. The children will get a interactive presentation from students of the Marmara University on how to use the equipment. The children have at least 1,5 hour spare time each school day. So it s important to have some sport facilities that they can use in their spare time. Banvitas makes the playground more fun with their Banvitas Funfit program. 4.3 Evaluation This is a win-win situation for the children and their parents, Marmara University and Banvitas. Children and parents More sport end physical activity possibilities for children Free education for parents on how to lead a healthy lifestyle Motivation to be a student at Marmara Free meal at the Weekend Sports Day Marmara University Credits for students and experience in organizing events Image New students for the long-term Government funds for the project Banvitas Improve the image by CSR New customers Advertisement Marmara students can do internships and get jobs at Banvit

60 5. Conclusion To conclude, we believe that this concept shall target areas of Istanbul where primary school children currently suffer from physical inactivity. Therefore, the permanent playground equipment installed in the schools shall encourage children to spend their spare time using them whilst engaging in physical activity. Whilst the target area is relatively small in the initial stage, we envisage that other schools around Istanbul and latterly Turkey, would be motivated by the success of the project and apply to Fun Fit themselves. The target for Banvit has to be expansion to other areas, we would recommend government funding to achieve this. This would enable more sporting equipment to be purchased and more creative activities to be introduced. Finally, a critical aspect of the programme is the education of not only the children but also the parents. The main issue for obesity in Turkey is their poor diet, consuming too much junk food and lacking nutritious meals. Therefore, the presentation of healthy advice and physical activity to both the children and parents can hopefully motivate them to make a change to their lifestyle.

61 Group 5 Title Sport for Social responsibility of corporate organizations Authors Mark Altena, Florian Burkhardt, Simone Reuvers and Anders Olsen Introduction Corporate organisation are in today's world trying to differentiate themselves from their competitors and corporate social responsibility (CSR) is a way of alienate yourself from your competitors. CSR can be seen as a "in disguise" marketing parameter and a way of creating good-will around your corporate brand. Many companies are today spending several resources on CSR initiatives in order to create more commercial value around their brand. One of these companies is BANVIT A.S, who is a long-established, pioneering and leading food company. Banvit are using many resources on CSR initiatives and have started several projects towards helping and developing the community it is a part of. Turkey is experiencing a social problem in the community, where more and more children a not eating healty and exercising enough and there are more than 2 million turkish children living on the edge of obesity. In the regards, Banvit launched in 2008 a CSR initiate called "Smart and Healthy Meals for Children" to raise awareness among primary schools students about the importance of adequate and balanced nutrition - but exercise is also an important factor for children to live a more healthy life. Banvit wants to implement physical activity initiatives to their 'small world of balance, where healthy nutrition is combined with physical activity. We have therefore been asked to research for innovative and creative initiatives, which can raise awareness about the importance of physical activity and help motivate the Turkish children to exercise more. Methodology The research design of this project is very much influenced by our limitations and therefore we would like to start with explaining our limitations for the research of the problem area. Due to time constrictions, then our research are very limited. We have not have sufficient time to thoroughly research our theories and our case; BANVIT. The problem area of this project takes place in Turkey, which is a foreign country and culture for the four group members we there limit ourselves from deeper analysis into the Turkish culture, traditions and norms. The data collection for this project will mainly include secondary data found with desk research, with academic articles, website information, statistics and by knowledge given to us by the case presenter. We will include expert opinions and thoughts from EASM Master

62 Student seminar presenters. The main theory of this project is corporate social responsibility, and we will therefore describe the basic believes of CSR. We will also be including theories about social media and the use of web 2.0 in CSR initiatives. We have been able to access the 2012 annual report from BANVIT A.S and this will also be included into our project. Strategic Corporate Social Responsibility Having started as a feed producer, Banvit is one of the well known broiler chicken producers operating in the Turkish poultry meat market with a share of 12%. Banvit is the leader in the Turkish poultry meat market where many well-known players had to exit due to the significant increase in integration in production and competition in the last ten years. Banvit s good reputation with high quality products resulted in strong brand recognition and high trust by consumers (IS Investment, 2010). BANVIT A.S are earning millions of liras on selling their products to the consumers and have earned a good image in the country and with by using strategic corporate social responsibility, then they will be able to maintain and improve their strong brand recognition. The European commission wrote in their report in 2011, that CSR concept remains contested, but evidence/belief that strategic CSR management enhances organization's competitiveness (Breitbarth, 2013). Strategic CSR can be used as a great marketing tool to help create brand awareness - BANVIT can use strategic CSR to improve their brand image and create an extra value for their associated stakeholders, such as business partners, employees and most important their customers. By maintaining and improving their strong brand recognition, then they are able to create loyal costumers towards the brand. "CSR is about how you earn your money, not what you do with the money you earned" Dr Tim Breitbarth As Dr Tim Breitbarth mentioned in his presentation at the EASM master student seminar, then corporate organisation's should focus how you earn your money and not what you do with the money you earned. BANVIT are focusing on their Triple Bottom Line (Elkington 1998) and making sure they are a social and environmental sustainable business. There are different ways of implementing strategic CSR in the community and in the case of BANVIT's 'small world of balance', then they need to create social responsible initiatives which creates awareness about the importance of healthy nutrition and physical activity. For this initiative, then we believe that the use of technology and social media can be an efficient communication tool to spread awareness. Web 2.0 The Internet has develop from being web 1.0 an information channel, to web 2.0 an interactive platform. The Internet is today platform where it is not about gathering

63 information, but helps contribute to that information and create that interaction between human. A popular phrase for the new develop Internet is wizdom of crowds we all help contributed to the content of the Internet. The social media s has revolutionised the business world and the way companies and organisations communicate and promoted themselves. Marketing through social media does not demand a high financial resources and smaller organisation are able to create awareness about their products and are able to reach millions of people with the right message. BANVIT s CSR Initiative BANVIT needs to complete The small world of balance and improve the awareness of physical activity among children in Turkey, therefore we have created an initiative to help increase awareness about healthy nutrious food and physical activity. This initiative has been created for the purpose of motivating the children to have more exercise in their everyday life, but also make sure that the children s parents are well informed about the important of good nutrition and daily exercising. We want to create a social media platform, where the mothers can be educated about a healthy life and implement this into their children s lives. The platform will have a competition for the children in order to improve the motivation for daily exercising. The Mums Army The main idea is to create a mainly online based community for moms with the focus of how to live an active and healthy lifestyle and how to support each other in and through their community. The online community is based on a platform connected to the Banvit

64 website. The online platform will be added by weekly offline meetings to not exclude moms who are not yet into online media. Banvits role is to support the moms in their community with 1. useful information, 2. initiate them to be proactive in finding ideas how to get better in their healthy and active lifestyle and 3. Strengthen the connection between the kids, their teachers and last but not least the parents themselves. The platform and the offline meeting rooms get provided by Banvit company itself. The commercial possibilities that the company gets through this platform are secondary and should not stand in focus. However the platform will be a huge pool of useful and detailed consumer insights for the company. The main pieces of the online platform - Coupons (personaliyed shopping) - Become a product tester and share with the others - Open discussion forum - Interesting articles (editors choice) - Mainboard with current information about what is going on (e.g. the competition) - Sharing of recipes - Sport community (preset and own) - Blog nutrition - Weekly lunchbox/lunch plan Most of the children attend public schools which are mainly half day schools not providing meals. Therefore most of the kids get their meals at home (Ibrahim, 2013). Often moms are the ones cooking for the children in Turkey and spending time with them after school. The platform is a possibility to teach and train moms how to live that lifestyle in the family and with their kids. Family life and the structure in Turkish families are often still traditional compared to other emerging economies. Only 23,5 percent of the women are working. If they are working it happens often in extension to their housework and role as a mom. Together with the teachers moms have high influence on the children s lifestyles and their (sports-) education (HAKAN TAŞÇI, 2012). Turkey is a country where community plays an important role in family life. The platform is encouraging moms to have community with each other and profit through the information exchange and community itself (n.,a., 2013).

65 So far Banvit as a company focused on the children themselves as a main target group. We suggest widening that target group and taking parents, especially moms into the core target group of the companys actions. This kind of concept is not a completely new developed idea but exists already and is implemented in other big multinational companies like P&G in modified ways based on the specific market and consumer needs. Our concept is based on the previous market research and is therefore consistent with the developments of the Turkish market and meets the needs of the Turkish moms. Along with the social community we want to implement a local competition for the children in order to help motivate them to exercise on a daily basis. The Banvit School Competition The concept of the competition consists of three levels. The main goal of the competition is that the children from the primary schools are going to compete with each other on physical activities. The children can earn points by being active and these points will be saved on their activity accounts. First of all, you've got the individual activity account. The children have to reach a particular goal of points every day depending on their age. The collected points will be saved on the Banvit webpage, and together with the children s classmates they will together reach a number of points. The competition is on a class-basis, meaning that the classes are competing against each and the children have to work together and socially motivate each other to earn more points. The most important part in the beginning is to inform/educate and inform the teachers. In this case they are crucial for the success of our online competition. They are the rolemodels and the motivators of the pupils. The teacher has got an essential role in this programme because he or she needs to encourage the kids to be active. Without the support of the teacher, parents and classmates it's very difficult for the children to reach their goal. The prize for the most active school is for the one that collects the most points om average. This prize can't be won if the children are not able to collaberate. The key words of this programme are collaboration and team work. Therefore the children need to motivate each other to win the prize for the most active school. The registration of the physical activities is similar to the tracking systems of Adidas MiCoach or Nike Coach. The data will be automatically uploaded by the connection with a USB-coach. The tracking system shows us what the kids did as physical activity. We can count the points of the physical activity from the kids.

66 The Banvit Day To launch the website and the competition for the children, then we will organise a one-day event which we call The Banvit Day. Here we will organise an educational seminar for the parents of the children here they will be introduced to the social community and get the initial information about living a healthy life. Meanwhile the children launch the start of the Banvit School Competition and be introduced to healthy and active forms of earning points to the competition. At the Banvit Day the teacher has to sign up his/her class on the online platform - The Banvit Day is also the official start of the competition. The contest will be for six months and the best class will win the grand prize. To keep the motivation high in all classes we implement also weekly rankings, because every class will then have a new opportunity every week. The program should also consider and take into account the inactive kids. To motivate the less talented children we will reward the children who make most progress. We really believe rewarding the progress individuals make every week will turn the inactive in active ones. We choose for a competition because competition prepares us for the real life (Rosenber,2011) and the program teaches the children a lesson for later life. We recognize the disadvantage, that for example if kids or classes can't win the competition they will lose motivation (Bogusia, 2008). But we encounter that with especially rewarding the individuals who make the most progress. The Value for Banvit We believe that Banvit can have great value in this initiative. Banvit will get stronger brand recognition, since their name will appear in the name of the initiatives. Banvit will be associate with a pro-active initiatives, for ones a competition which encourages children to be more active and secondly a social community for women. With these initiatives Banvit are creating brand awareness and improving their brand image we believe this will lead to more loyal customers and therefore brand loyalty. Banvit will find benefits from these strategic CSR initiatives as they will create value for the Banvit consumers and ultimately help the social problem in society. Conclusion In the project, we have been researching the possibilities of implementing social responsible initiatives, which can help increase awareness about the importance of nutrition and an active life. For this purpose we have presented some initiatives, which we believe that Banvit should include in their CSR portfolio. The mom army is a social community, which help create awareness and knowledge about the importance of good nutrition to the parents. The parents are important stakeholders in

67 project to provide Turkish children with a healthy life and they need to be pro-active in proving the children with healthy and nutritious meals. They also need to be motivators for the children and make sure they are exercising on a daily basis. This initiative will also provide Banvit with awareness about their consumers and help improve their own products. We also believe that the Banvit School Competition will help motivate the children to be more physical active and bring more exercise into their daily life. All our initiatives will put focus on Banvit and their work towards socials responsibility and by implementing these initiatives, and then Banvit are working towards strategic CSR, which can give them a competitive advantage and differentiate them in the market. References Banvit Annual Report reporting-disclosure/

68 Group 6 Title Banvit Smart and Healthy Meals for Children Authors Executive Summary: With Banvit rapidly approaching half a century in business; this pioneering, successful food company is looking to extend its reach in educating the public about healthy eating and healthy lifestyles. Having expanded their business reach throughout Turkey, Romania and Dubai, Banvit are proceeding with plans to facilitate social and community development beyond their successful Basketball club. Banvit are acutely aware of both long-standing and increasing issues within Turkish society that are impacting, in particular, the youth and disadvantaged sections of the nation. With this in mind Banvit are broadening the scope of their already successful Akilli Cocuk Sofrasi programme. Methodology: In order to provide a realistic, suitable, and sustainable solution, a variety of methods have been used. Literature has been reviewed and models applied to the learning phases; experienced teaching staff have been consulted; as well as ensuring that the positive aspects of previous parts of the programme are maintained. The case-study nature of this report ensures that the observation and interview methods of data collection are suitable. Defining the Problems: are yet to include physical activity. in the absence of the Banvit team. and females not participating in sport as much as their male counterparts. The Banvit Approach: Banvit have already been successful with this programme in the areas of Healthy Eating and Hygiene. This success must be built upon, not replaced. As such, the multi-phase

69 approach will be continued. Banvit used three techniques to overcome issues during their previous aspects of the programme: Teacher training: Ensuring that the staff at the schools are prepared and informed enough to deliver aspects of the programme. This will help with sustainability as the teachers will be able to answer questions on the topic and will have a starting point to build from. Classroom teaching: Making sure that knowledge is transferred and activities are practised. The activities will be differentiated for the age groups with supplementary and adapted exercises to ensure that it is accessible for all students, irrespective of ability. These will give a foundation for the students to learn from and be able to apply to their lives and further activities. Out of class learning: Using entertainment and interactive activities to reinforce learning, Banvit have previously used plays to do out of class learning however, with the content of the lessons being physical activity, physical education activities will be used instead although many will have an extension of the themes from previous Banvit-based lessons to construct a continuous programme. The New Programme: Teachers will be afforded the opportunity to experience the unit of work prior to it being taught. This will include a presentation and activities so that the teacher can know exactly what the children are going to do. Classroom Teaching: This will include a variety of practical activities as well as theoretical information. The plan is for the work to be accessible to all learners. As such the work will include aspects that will benefit visual, auditory and kinesthetic learners (JCU, ). Younger students will look more at which food is good and which food is bad; which food will give you energy and which food will make you lethargic. There awareness of the power of eating healthy food will grow. They will realize that food provides there body with energy. You use that energy for everything you do running, playing a musical instrument and even sleeping. (Pruitt, Crumpler and Stith 1994) The older learners will go more into the benefits of exercise; the effects of exercise on the heart and the lungs and how food can affect these; salt and fat contributing to vascular problems etc... (Formby High School, 2010). The cooking lessons will be healthy recipes and will relate to the life and dietary routine of an athlete. This will look to encourage lifelong participation via a visible progression pathway being exhibited something that will be reinforced during the out of class learning phase. The activities and games will be based around the principles of right to play (2013) and also the FUNdamentals stage of Balyi s Long Term Athlete Development plan (England Judo,

70 2012), another factor that if continued will encourage life-long participation as well as excellence. In order for the activities to be accessible to all, they will be adapted games and novel ideas that do not require a great amount of equipment so that they can be played by the students in their own time without being required to purchase expensive equipment or club membership. Strategic experiential model (Schmitt, 1999) will be used to help create a lasting impression by creating opportunities to feel, think, relate, sense and do during the lessons. Out of Class learning The Fit- Food-Fun Festival: The strategic experiential model (Schmitt, 1999) will be continued into the festival via the inclusion of activities that will stimulate each of the five senses. The festival will be fairly small scale i.e. individual school festival. It will include all of the physical activities/games included in the unit of work and there will be no restrictions on age for the activities so that younger students interact with older ones who interact with, potentially, older role models such as the basketball players from the Banvit team. The games will be created with the goal to let the children s awareness of healthy eating grow and try activities that they can recreate on their own terms. Opening - Welcome - Distribute personal cards where they can tick off which activities they have done Preparation - Parents prepare the lunch - Children practice the healthy food dance with the dance teacher Lunch Closing ceremony - Children perform the healthy food dance in front of all the parents - Party! Everybody dance on music

71 The sustainability of the program: The teachers We have taught the teachers how to teach about healthy food and showed them which physical activities they can use. They can always contact us for information or help. They are free in what they do with it, but we recommend continued use of the lessons we provided during their scheme of work over the year. The application We will create a mobile phone application for both children and parents to download. There will be music, games, physical activities and a catalogue of healthy recipes on it. Push notifications will be used to consistently remind children about the lessons they learned, activities they tried in our program. Project plan: To realize the project the next 7 steps have to be done. The whole project period will be 10 months. After giving the assignment to the students re-briefings have to take place, to avoid misunderstanding. The detailed planning could start at the the event organizer supposed to obtain offers in this period of time. From the detailed decisions can be made. The actual realization of the fit-food-fun festival will take place from the until It is recommended to reach about 10 schools in this period. After monitoring the event the documentation and the de-briefings take place from the till One and a half months later, the evaluation will be conducted to decide if this project is beneficial for Banvit. If so it s suggested that an expansion of the whole project to reach more schools and higher benefits. The budget: Venue The lesson venues will be the participating schools classrooms whilst the festival will take place on any spare land that the schools possess. This might be the school yard, an associated sports field and if there is no spare land to use, the closest possible sports club will be approached and negotiated with for free access or minimal cost on the proviso that they can have a stall at the festival to encourage students to sign for their club. It will offer the club or the school a chance to showcase their facilities and capabilities as parents and guardians plus other selected partners will also be in attendance as well as the students and teachers. Employees The general manager of the programme will be employed with a projected wage of 65,000TL, the manager will also be expected to be part of the delivery and operations staff.

72 The majority of the other workers within operations will be interns, preferably students studying event management. They will receive expenses for travel whilst incidentals can be negotiated. The team of instructors to educate the teachers about the programme will follow on from the current programme and the cost is predicted at 44,000TL on short term contracts. Materials Materials include food, marketing equipment and literature and other equipment required for the activities. For a precise breakdown please see the financial plan. However, with the use of partnerships that can be developed as well as possible donation of food from Banvit for the festival, the projected cost is likely to be around 9450TL. With the positive nature of the programme and potential partnership with the Ministry for Education, it is hoped that other partners will look to get involved at a local level whilst deals may be negotiated for any products required which may lead to a reduced cost. Conclusion Our program will lead to interactive learning that involves all children, parents and teachers. The children will also have lasting memories and develop awareness about living and eating healthy. Lastly it is financially sustainable due it being built upon prior success. Therefore it is predicted that all stakeholders will be satisfied with the programme and that all of the participants will be happier and healthier. Appendices: Examples of our sport games: The games in our program are different for every age group. We split the young and the older children up. The groups are: Down here we describe two games as an example for every group: Game 1: (8-9) Healthy cooking game There are cards with all kinds of food on it all over the field. The children get a card with a recipe on it, between the ingredients are not-healthy ingredients in the recipe and on the field. They have to decide which ingredients they have to pick up from the ground and take to the cooking area. When they take the wrong ones they get penalty points. The team who finds all of the ingredients from the recipe first with the least penalty points wins the race.

73 Game 2: (10-12) Healthy body game On the playground we draw a human body. There are different stations which all stand for a human body part, for example, the heart the kidney etc. The children have to run from one station to another. They are the blood cells and wear a red t-shirt. But a few children are fat particles and are placed between the stations. If they grab the blood cells they have to go to a box. When a blood cell has made a round and reaches the hart again he won. In this game the physical aspect is combined with the mental awareness about the importance of eating healthy. Also the consequences of not eating healthy are shown by the outcome of a few games. Budget Plan

74 5, The 21 st Master Student Seminar of EASM

75 Sport for the Disadvantaged Presenter: Andréas Guerrero International Development Cooperation Expert Case: How sport can facilitate innovation in education delivery targeting excluded children in urban areas. Scenario: Participants work for an international development agency that uses sport as a tool to support programmes in more than 100 developing countries. Participants will prepare a funding proposal for using sport (basketball or football) to expand learning opportunities for marginalized children in urban areas in a developing country. Background: Out of School Children in Urban Areas Children who are born in a sprawl of overcrowded shacks or tenement buildings start life on poverty s front line. Many die before they are five years old mostly from easily preventable diseases. For those who survive, hard living conditions thrust them prematurely into adult responsibilities and deprive them of the learning processes and joys of childhood. Unlike youngsters living in the higher income urban areas, millions of adolescents in slums go to work instead of school, head a household and are parents in and outside marriage. Poor rural families migrate to cities seeking greater opportunity. However, the urban advantage of better access to education remains a myth for the majority of slum dwellers. Even if schooling is available, slum families sacrifice the education of their children, particularly girls, so that they can meet the costs of food, rent and transport. Often, there simply are not enough schools within easy reach of slum settlements. About 85% of all new employment opportunities around the world occur in the informal economy. There is scant data on this sector, but UN-HABITAT s analysis of existing data indicates that the majority of young people working in the urban informal sector live in slum areas. The informal sector provides a short-term solution to urban unemployment, but it is characterized by job insecurity, low wages and dangerous work. As a result, slum and lowincome youth remains hostage to perpetual poverty. The data also highlights a gender bias even in the limited opportunities provided by the informal sector. In many developing world societies, young women are burdened with domestic responsibilities at an early age and are unable to leave home to earn any sort of income. Many countries in the developing world show youth bulges in their demographic profile with children and adolescents comprising at least 40% of the population. In the

76 developing world, home to 85% of youth, unemployment rates are high. This kindles frustration, anger and violence that in turn trigger civil unrest and violent crime. To break the cycle of poverty and to demonstrate innovation around alternate education focused on learning outcomes, this management game is proposing a demonstration of how sport (Basketball and/or Football) can facilitate innovation in education delivery targeting excluded children in urban areas. Complementary Non Formal Education Life-Skill s Education In a context of greater recognition of multiple and diverse learning needs, multiple arrangements and technologies for creating learning experiences ought to be harnessed to create a more flexible and open regime for education. In the context of lack of access to and often-inadequate quality of formal schooling, nonformal education can fill important gaps. Ideally, non-formal and formal education systems will be complementary, working as one holistic system to provide quality education that meets the needs of all learners.3 Alternate non-formal approaches to basic education are critical for supporting relevant learning catering to the diverse needs and circumstances of marginalized or out of the mainstream high risk groups particularly at risk of dropping out or been excluded from formal pathways i.e. girls, youth, minority groups. A focus on life-skills education can help mitigate risks and reduce threats to education attainment. Non-formal education streams can help to fill education gaps by providing young people with valuable life and livelihood skills. As even when children can access the formal school system they may not necessarily graduate with sufficient preparation for life and employment. Efforts to strengthen life-skills are particularly crucial for children who are more vulnerable because of social and economic determinants of inequity (e.g. gender, poverty, health status, disability, or association to groups that are discriminated against), or who have a higher level of risk due to external threats (e.g. children in conflict ridden areas, areas with high disease prevalence, and areas prone to disasters). Ultimately, life-skills education is intended to empower all children to act on their own behalf to defend their rights and promote their own and others well-being, thus contributing to a more equitable world. Life-skills are developed throughout life and are linked to the process and stages of children s cognitive, emotional and social development - with increasing complexities from early childhood throughout adolescence and with differing stages of development and experiences between girls and boys. Life-skills development is also dependent on the context within which children live and the challenges they face at different ages of their lives.

77 Life-skills are important components of the ethos of physical education and sports, and the pedagogical structure and methods life-skills education can be used to reinforce certain skills needed for improving physical education and sports. Secondly, physical education and sports activities can reinforce thematic life-skills messaging. Learning to know - You need knowledge about the rules of the game to be able to participate. Learning to be - Anyone who learns how to play a ball knows the fear of not performing well. Others face problems dealing with winning or losing. Overcoming these emotions is a prerequisite for controlling the ball and playing the game. Learning to live together Basketball and/or football is a team sport, and if you do not take into account and respect other players when you are playing, it will become difficult to win a game. Learning to do - Applying the learned technique requires practice so you can learn to control the ball and play the ball in the way as you want it. By 'doing it' that skill develops itself. Finally, a focus on complementary non-formal education provides flexibility in location, timing and programming and can be cost effective. Non-formal education strategies employing basketball and/or football can empower youth into relevant learning pathways and safe learning environments towards learning outcomes. The Project Proposal Using sport as a tool, participants will design a community action project to help expand learning opportunities for marginalized children in urban areas in a developing country with large urban youth bulges (to be determined by the group). Objectives a) Develop capacity to prepare a funding proposal using sport as a tool to promote development. b) Demonstrate success and strengthen capacity for scaling up innovative approaches to complementary life-skills education delivery, i.e. contributing to learning outcomes and supporting disadvantaged youth with knowledge, values and skills to address challenges affecting their lives and the community, c) Demonstrate good practices for sharing and possible replication, and, d) Contribute to the evidence base.

78 Three optional streams: 1. Supplementary Extra-curricular Education for youth in existing formal education programmes, 2. Life-skills and Livelihoods Education - targeting life issues, values and problems, i.e. teenage pregnancy, green jobs etc., 3. Alternative Education, supporting out of school youth to enter or re-enter through more relevant education pathways, i.e. Talent academies and catch-up education. Expected Learning Outcomes: It is expected that the young people participating in the project will acquire valuable lifeskills. These learning outcomes are typically planned in terms of changes in knowledge, attitudes, skills and behavioral intent: Knowing - knowledge represents the possession and application of relevant factual information, the ability to integrate new information and to synthesize new concepts and/or change misconceptions; Being - Attitudes reflect feelings, values and beliefs an individual holds about him/her, others, issues and situations; Living together - Skills are necessary to perform the desired behaviors taught and practiced, and is in this regard closely linked to how an individual is able to relate to her or his surroundings; Doing - Behavioral intent is an expression of planning or desires to perform an act whether the individual will actually be able to behave in this way is dependent on knowledge, attitudes and skills to do so, as well as on enabling social norms and collective behaviors. Suggested methodological steps: 1. Identifying and analysing the problem, including, potential location and target audience (beneficiaries) 2. Planning your activity 3. Taking action 4. Communicating and reporting 5. Monitoring and Evaluation (participants may also identify a series of basic indicators that should help to monitor and evaluate the project.

79 Potential Donor Partners Participants to establish criteria to identify and approach potential donor partners Implementing Partner Local partners -NGO and Government agencies with capacity to delivering non-formal skillbased education and employing sport for development youth action projects Duration to be determined by the group Costs to be determined by the group

80 Group 3 Title Sport for the Disadvantaged Authors Elisa Neelmeijer, Kim Hendriks, Lonneke Valk, Stefan Ferencz, Tim Lubberding, Tony Konkola Table of Contents 1. Introduction 2. Who we are Vision and Mission 3. Theory and Research 3.1. Sport, persons with disabilities, and the millennium development goals 3.2. Sport as a tool for children development 3.3. Sport as a tool for the inclusion of persons with disabilities 4. Problems of disabled people in developing countries 5. Implementation of the project 6. Project sponsors and stakeholders

81 1. Introduction Disability is any physical or mental condition that limits a person s movements, senses or activities. The term disability is conventionally used to refer to attributes that are severe enough to interfere with, or prevent, normal day-to-day activities. According to the UN Convention on the Rights of Persons with Disabilities, persons with disabilities include those who have long-term physical, mental, intellectual or sensory impairments which, in interaction with various barriers, may hinder their full and effective participation in society on an equal basis with others. Disability is both a cause and a consequence of poverty. This relationship is particularly acute in developing countries. Studies show that 98% of children with disabilities living in developing countries do not receive an education. This number is even higher for girls with disabilities. As a result, a disproportionate number of persons with disabilities in developing nations live in extreme poverty. The correlation between poverty and disability has direct implications for the capacity of developing nations to achieve the Millennium Development Goals. Poverty itself cannot be addressed without confronting both the causes of disability and the social and economic exclusion of persons with disabilities. As long as 10% of any country s population is uneducated and unemployed, the country will have difficulty meeting its MDG targets. Conversely, countries that purposefully confront the inter-relationship of disability and poverty will make progress toward the targets. The link between disability and poverty is not limited to developing countries. Despite great variations in wealth and quality of life across countries, persons with disabilities tend to experience greater social, political, and economic exclusion than persons without disabilities worldwide. 2. Who we are Vision and Mission Sport Managers for Social Responsibility (SMSR) is created to respond to the problem of exclusion from the community which disabled children in developing countries are facing. The organization is bringing children either disabled and non-disabled together to teach them and also other members of the community, that disable children have the right to live an equal life like non-disabled. Through playing sports the children with disabilities will discover their talents of which in addition they will be made aware of by the person sent by our organization and running the program. Further, children will explore that everybody has qualities which can positively contribute to the quality of life in their community. The program is developed to integrate children with disabilities into their communities. Hereby, it is planned to start in developing areas where disabled children aren t noticed by other members of the community due to their active exclusion- especially through their parents. Hence, not having the chance to go to school or to enter other educational program we bring disabled children together helping them to develop life-skills and socialskills giving them a perspective for their future.

82 Regarding our objectives SMSR is following the following vision and mission: Vision: Sport Managers for Social Responsibility is an organization which helps disabled children in developing countries to get integrated into their communities and let them explore their qualities. We want to make the invisible children visible. Mission: Sport Managers for Social Responsibility brings disabled and non-disabled children in developing countries together through playing sports, teaching the communities that all kids have the same rights and that everybody can positively contribute to the communities development. 3. Theory and Research 3.1 Sport, persons with disabilities, and the millennium development goals Sport can play an important role in improving the inclusion and well-being of persons with disabilities and, in so doing, help to advance the Millennium Development Goals. De table below outlines the ways in which sport for persons with disabilities can help achieve specific MGD s.

83 3.2 Sport as a tool for children Research shows that, in addition to being a source of just plain fun, sports promote healthy development in many areas with positive effects that last into adulthood. Sports help physical development Kids who do sports build muscle and bones. Sports help cognitive and academic development Kids who do sports get better grades often in the semester that they play sports manage time better improve their ability to think while their bodies are engaged. Sports help psychological development Kids who do sports have higher self-esteem have less anxiety and depression, are less likely to consider suicide, engage in less risky behaviors, such as sex and drugs. Sports help social development Kids who do sports develop leadership and teambuilding skills. Sports help character development Kids who do sports learn to define goals, determine the steps necessary to achieve them. 3.3 Sport as a tool for the inclusion of persons with disabilities Sport for persons with disabilities is not a new concept, but its full potential as a powerful, low-cost means to foster greater inclusion and well-being for persons with disabilities is only beginning to be realized. Sport, gymnastics specifically, was first used in Sweden in the late 1800s as a means of therapy for persons with disabilities. Since then, sport for persons with disabilities has blossomed to include more than 17 international games, including three Olympic-level competitive games targeting athletes with disabilities the Deaflympics (for those with hearing impairments), the Paralympics (for those with all other forms of physical disabilities such as limb loss and blindness), and the Special Olympics (for those with intellectual disabilities). Sport works to improve the inclusion and well-being of persons with disabilities in two ways by changing what communities think and feel about persons with disabilities and by changing what persons with disabilities think and feel about themselves. The first is necessary to reduce the stigma and discrimination associated with disability. The second empowers persons with disabilities so that they may recognize their own potential and advocate for changes in society to enable them to fully realize it. The community impact

84 and individual impact of sport help reduce the isolation of persons with disabilities and integrate them more fully into community life. Sport changes community perceptions of persons with disabilities by focusing attention on their abilities and moving their disability into the background10. Through sport, persons without disabilities encounter persons with disabilities in a positive context (sometimes for the first time) and see them accomplish things they had previously thought impossible11. Their assumptions about what persons with disabilities can and cannot do are profoundly challenged and reshaped by this experience. As well, the tendency to see the disability instead of the person is greatly reduced, in part because of the common experience of sport that they now share. Sport changes the person with a disability in an equally profound way. For some, it marks their first experience of human agency that is, it enables them to make choices and take risks on their own. For others, the gradual acquisition of skills and accomplishments builds the self-confidence needed to take on other life challenges such as pursuing education or employment. Sport also provides opportunities for persons with disabilities to develop social skills, forge friendships outside their families, exercise responsibility, and take on leadership roles. Through sport, persons with disabilities learn vital social interaction skills, develop independence, and become empowered to lead and make change happen12. In the words of one participant: It was amazing when I came to know [the] thrilling sport [of blind soccer]13 since I couldn t imagine that I could play soccer exactly the same as my sighted friends By playing blind soccer, I experience a series of challenges, recreation for my daily life, and wonderful comrades. In mastering new techniques and challenges each game through teamwork, I feel a sense of mastery, which makes me confident and proud. I believe sports encourage the spirit of challenge and self-reliance, both of which are essential for our lives1. 4. Problems of disabled people in developing countries According to the UN Development Programme (UNDP) worldwide there are 650 million people with a physical or mental disability, of which 80 percent lives in a developing country. They are the world largest minority. The manager of de Dutch Coalition on Disability and Development (DCDD), Anke Huijboom, stated that 20 percent of the population in developing countries is disabled and most of them are excluded from society, discriminated and are very vulnerable to sexual abuse. Anke Huijboom estimates that 70 to 90 percent of all disabled people in developing countries are children with only 2 percent of them having the privilege to go to school. In 2008, the international community recognized that the rights of disabled people have been seriously violated. In 2013, a new convention has been signed by the Regional Consultation on Disability and Development (RCDD) in Brasil, The way forward: a

85 disability-inclusive development agenda towards 2015 and beyond. This convention is a new step towards better rights for disabled people. Countries have put the rights of disabled people on top of their agenda, with most of the countries signing the convention. By signing the convention the countries now are responsible for their own disabled citizens in the field of education, social and medical facilities and making public transport accessible. Facts regarding persons with disabilities: - Disability rates are significantly higher among groups with lower educational attainment in the countries of the Organization for Economic Co-operation and Development (OECD), says the OECD Secretariat. On average, 19 per cent of less educated people have disabilities, compared to 11 per cent among the better educated. - According to UNICEF, 30 per cent of street youths are disabled. - An estimated 386 million of the world s workingage people are disabled, says the International Labour Organization (ILO). Unemployment among the disabled is as high as 80 per cent in some countries. Often employers assume that persons with disabilities are unable to work. - For every child killed in warfare, three are injured and permanently disabled. - In some countries, up to a quarter of disabilities result from injuries and violence (World Health Organization) 5. Implementation of the Project: As the project aims to integrate disabled children through sportive activities sports for disabled will be played with them. Though, for example soccer for blind children or those without arms will be played. Another opportunity is to play sitting volleyball for those without legs. Especially team sports will be played to have a high impact on the development of social skills for both non-disabled and disabled children. Non-disabled children will be taught about the problems of the disabled by for example giving them blindfolds or tying one arm to their body. Examples of qualities which children can develop through sport When we look at team sports you don t need only players, you also need a lot of other people to have a successful team. Sometimes the disable child is able to really participate in the sport, but when that is not an option there are a lot of other possibilities. We want to show the people in the community that also disable children can add value for a team. For example a team needs:

86 r These are a few examples, but there are also other possibilities, such as think sports, like checkers and card games. There are so many options, but we have to think further than only the normal sports. Everyone have their own quality and with our help they will found out what these qualities are and how they can use it. SMSR does only concentrate on the inclusion of disabled children by doing sport. To ensure further education and development of skills of the children SMSR aims to get connected with other organizations which concentrate on health, nutrition or other educational aspects (see stakeholders). As soon as the children are accepted in their community further steps will hopefully be implemented by those other organizations. 6. Project sponsors and stakeholders When approaching sponsors/stakeholders, our organization uses the following 3 step system: Step 1: Mapping For the first step in which we have to find the most crucial areas we need some employees for research, we need to pay. Those, people need to travel to the countries to get a picture from the situation. Therefore they further need accommodation. Step 2: Building a network SMSR aims to work together with several other organizations we need to visit them and to negotiate about possible alliances. Possible stakeholders we could cooperate with are mentioned above. To get connected travels need to be financed. Step 3: Implementing the program To get the activities running we need financial resources to train people who are going into the communities. They need to get salaries, transportation and accommodation. Asking students to participate will keep the money needed on a low level. Besides coaches we need materials (e.g. balls for blind people and other sportive equipment) to be able to play sports with the children. Some staff will be needed to promote our activities and to gather further financial resources.

87 Potential stakeholders and sponsors Government plays an important role in the development of sport policies that could encourage disabled children to take part in sport. Government can allocate funding towards programmes aimed at the inclusion of disabled children. Example of governmental implication in disabled sport: The Brazilian Health Ministry and the Sao Paolo State Government have held, with the support of other organizations (eg. The World Health Organization) a meeting under the theme The way forward: a disabilityinclusive development agenda towards 2015 and beyond. Educational establishments Staff and students from universities conducting research on sport science/management can benefit from the opportunity to collect information during the events and can provide valuable knowledge with regards to disability sport. Example of University students being involved in disability sport: The British Universities and Colleges Sport will organize a Disability Sports Development Day that will provide an opportunity to share and discuss developments and good practice from a number of universities, sample and participate in inclusion interventions from National Governing Bodies, network with disability sport landscape partners and learn about coaching and classification for disability sport. Organizations Organizations can provide guidelines on how to run the project as well as financial and human resources (coaches, volunteers etc). For guidelines and human resources provision: The English Federation for Disability Sport provides courses that are tailored specifically to meet the needs of fitness instructors ensuring that they have the knowledge required to deliver, safe and effective inclusive workouts. It provides instructors with the training, confidence and expertise in supporting relevant and safe fitness programmes with disabled people. Children with disabilities will benefit from sport if coaches have the right qualifications and are ready to create a positive experience for them. For financial resources: Deloitte - is a professional services firm that provides audit, consulting, financial advisory, risk management, and tax services. Deloitte Disability Sport is the largest programme of its kind in the UK. The goal is clear: Deloitte aims to lead the way in corporate support for disability sport, driving participation and performance to secure more podium finishes at

88 future Paralympic Games. Deloitte has invested 1.7m to develop disability sport in the UK before 2012, a sum that is match-funded by Government bringing the total value to 3.4m. Other potential organizations that can assist us in our project can be: Handicap International, International Federation of Adapted Physical Activity, International Paralympic Committee, Special Olympics and International Committee of Sports for the Deaf, Right to Play. Companies Our organization will look to gain support from companies that identify themselves with our goals and values and that can provide vital equipment for running our activities. In disability sport, most companies are focused on serving the participants rather than spectators, meaning that companies do not seek to promote their products but to promote their concern for social responsibility. Potential companies: Adaptive Sport Equipment (involved in technological development for disabled sport), NRS Healthcare (can provide equipment for games and activities for disabled children).

89 Group 7 Title India For Equality Youth helping youth Authors Gijs Dee, Sabiha Gizem Engin, Carolin-Victoria Hirning, Jill Koster, Shuo Zhu Introduction As a part of the EASM 2013 Master Student Seminar the students have to participate in a management game. The students have to work on a case in a international team. This report is about how sports can be used as a tool to support educational programmes, especially for disadvantaged youth. The IFE, who wrote this report, have worked on a topic that has been on the news all over the world just recently: sexual abuse of girls and women in India. The questions that the IFE posed to themselves is: how is it possible that girls in India are less than boys and where do the inequalities come from? And what solution could be designed using sports as a tool to decrease that inequality? The first chapters will describe the team behind this report, the background information for the case and the problem description. The research methodology and the actual analysis will follow. The finances will be stated afterwards. The solution completes the report. What is IFE? IFE stands for India for Equality. The organisation was founded by a group of students who created a proposal to tackle the sexual abuse issue in India, with the use of sports. The team works alongside of the European Association of Sport Management. IFE wants to provide a safe environment in India by helping young women with self-defense classes and create awarnesses among the families. Because the organisation is founded by young students and the organisation wants to work with young people, the organisation slogan is: Youth helping youth. With the logo IFE wants to show the world that everyone, no matter the race or gender, everyone is equal and should work together. Background information India is a multifaceted society where no generalization could apply to the nation s various regional, religious, social and economic groups. Nevertheless certain broad circumstances in which Indian women live affect the way they participate in the economy. A common denominator in their lives is that they are generally confined to home,with restricted mobility, and in seclusion. Other, unwritten, hierarchical practices place further constraints on women.throughout history, women have generally been restricted to the role of a

90 home-maker; that of a mother and wife. Despite major changes that have occurred in the status of women in some parts of the world in recent decades, norms that restrict women to the home are still powerful in India, defining activities that are deemed appropriate for women. They are, by and large,excluded from political life, which by its very nature takes place in a public forum (CSSS, 2011). In spite of India s reputation for respecting women, including treating her as a Goddess, history tells us that women werealso ill-treated. There was no equality between men and women. This is true of ancient, medieval and early modern times barring some revolutionary movements such as that of Basaweshwara, the 12th century philosopher in Karnataka, who advocated equality, casteless society, status for women, and betterment of the downtrodden.reform movements in the 19th and 20th centuries led by great social reformers provided boost to women s legal status in India. Independence of India heralded the introduction of laws relating to women. The Constitution provided equality to men and women and also gave special protection to women to realise their interests effectively. Special laws were enacted to prevent indecent representation of women in the media and sexual harassment in workplaces. The law also gives women equal rights in the matter of adoption, maternity benefits, equal pay, good working conditions etc. At the international level, the UN Charter, the Universal Declaration of Human Rights and Convention on Elimination of All Forms of Discrimination against Women (CEDAW) sought to guarantee better legal status to women. However, certain contentious issues like the Jammu and Kashmir Permanent Resident Disqualification) Bill 2004 (which deprived a woman of the status of permanent residency of the State if she married an outsider) and the Supreme Court judgment in Christian Community Welfare Council of India (in an appeal over the Judgment of the High Court, Mumbai). The latterhas permitted, under certain circumstances, the arrest of a woman even in the absence of lady police and at any time in the day or night. These instances have once again brought to the forefront the traditional male domination. (CENTRE FOR STUDY OF SOCIETY AND SECULARISM, 2011) Recent data The National Crime Records Bureau (NCRB) is an organisation that helps the Indian Police by providing statistics about crime. NCRB (2012)showed a growth of crime rates. In 2011, there were 228,650 registered crimes against women. In 2012, that number grew with 6.4% to 244,270. The number had grown, because more crimes were commited, but also because more people reported a complaint of a commited crime to the police. The rape number of 2012 was 24,923.

91 Problem description Social inequality between men and women is one of the most important points of discussion in India today. After a serie of events that occured over the last couple of years, the lowest point was reached in New Delhi: the Delhi rape case of A 23-year old paramedic student was gangraped and assaulted in a bus in New Delhi. She was held for observation, surgery and oxygen in the Safdarjung Hospital, where she died not long after the assault. Six men, including the driver of the bus, were responsible for the assault and her death. In the early history and also nowadays women are seen as less capable of doing basic things than men. For example, young girls have to stay home to do domestic activities, while boys go to school. The cause can be found in early history: India was characterised by social hierarchies, defined by caste (the Caste system), gender, region and religion. Women, untouchables and tribal groups were excluded from decision-making issues. Another cause can be found in the dowry-system. The dowry system means: payment of money or goods by the family of the bride. Families have seen and see women as a financial burden, while boys are a new source of income. Girls are less taken care for, which has mortality as a result. India is growing as a economical powerful country. However, the country is still behind on other countries in the world, where social and gender inequalities have shrank to almost non-existing. As a result of the gender inequality, sexual abuse is commonly seen as normal and accepted. Rapes have happened in the past years and the incidents have increased. To decrease the abuse, young men and women should get aware of the problems that occure in the country. IFE wants to decrease the sexual abuse by teaching young women how to defend themselves from it. The main goal for IFE is to create a safe environment for the women and girls, where they learn about self-defense, talk about the problems and also have fun together by doing sports and social activities. The main question What is the current position of women in India and how could sport be used as a tool to help them develop life-skills? Sub-questions 1. Which inequalities exist between men and women in India? 2. How are young women involved in sports in India? 3. Which life-skills can young women develop?

92 4. How can those life-skills be taught to the girls and women? Goals IFE created the following goals that it wants to achieve with the program: tivities; -confidence and personality; Methodology In this research the group has collected data and information by using deskresearch and field research. First of all the group has been searched for ınformatıon about the position of the woman in India. By using several websites, such as UNWOMEN.org, where the information was provided. In addition, the group also used personal communication. Through the interview with Mr. Guerrero, the group gathered information about the women in India. There are also a number of textbooks used for theory and methods.

93 Research analysis These are the results of the research and the questions the team asked itself. To get back to the sub-questions: 1. Which inequalities exist between men and women in India? 2. How are young women involved in sports in India? 3. Which life-skills can young women develop? 4. How can those life-skills be taught to the girls and women? Inequalities between men and women national,2007, Balikesir University the Social Sciences Institude.) nited of their family. Report,2012) India, and they think about that this is true. Young women involved in sports Women in Sports have not been explored by science a long time. Reasons for this are stereotyping, sex role and male bias, for example. For a long time, the participation of women in sports was restricted, because of parental, community, traditional, college and personal constraints. But nowadays things have changed (Rao, 2010). Girls are making history in different kinds of sport. They have reached the semi-finals in the Junior Hockey World Cup this August (NDTV, 2013).

94 Life-skills The participants can improve life-skills in the program such as leadership and self-esteem. The coaching staff could develop the integrity and edification. Integrity is imperative for the team is held together by mutual trust and the well-being of each person is of high consideration. Moreover, they could encourge the players to inspire and build up their teammates. In addition, the coach should use a posıtive approach, more frequent encourgement positive reinforcement and corrective feedback in coaching, which had significantly higher self-esteem ratings over the course of a season than children whose coaches used these technique less frequently. Barnett, Smoll and Smıth(1992) reported identical findings, they found that one year later, 95 percent of the youth who played for coaches who had been educated to use the positive approach signed up to play baseball compared wıth 75 percent of the youth who played baseball wıth untrained volunteer adult coaches. Solution IFE Self-defense Program in New Delhi The Idea behind the program called IFE Self-defense is to solve the identified problems about discrimination against women in India which related to sexual abuses with Sport. The aim of the program is to teach young women self-defense so they can protect themselves from rape attacks. It can no longer be simply accepted that they have to be afraid of sexual assault for example every morning on the way to school. With sports it is possible to increase the repartee and self-esteem of young women and thus indirectly reduce violence against women. The aim is to strengthen their own self-awareness (Gatz, Messner and Ball- Rokeach, 2002). Has to be inferred that the participants are young girls especially those who started the middle school (from sixth to eighth grade) about to the High School. Therefore, they are between 9 and 18 years old. Generally the participants will be divided into age groups. Each group will participate three times a week. Two times a week the coach will teach them selfdefense lessons, the third time will be used for the other sport activities. The program also involves the family members who will take part one time a week. Otherwise the program will take place every day. To achieve these objectives with sports the program is about teaching various self-defense tactics of karate or taekwondo. After learning this self-defense tactics, other sport activities will be introduce as the part of the program as well, such like football, basketball or volleyball. The activities are to promote the Closeness feeling/cohesiveness and it is important. These other sport activities should be carried out with the whole family to obtain the understanding and support of family members towards the difficult situation of those young women.

95 In relation to the location the program could take place on the one hand in a sports facility, on the other hand it could also occur in school or university sport facilities. The decision depends on which stakeholders and sponsors can be obtained for the program. The most important thing in this regard is that the district and the environment of the venue are safe. The basic requirement is that the safety of the participants must be guaranteed. Only when they feel comfortable the program can be effective. Finances The expected finances are: - Activity area (cooperation with a university, gym or other sport facilities) - Sport equipment - Transport to the sport area - Staff edical staff Stakeholders Food Companies: Waterhealth India (WHIN) is a social enterprise which offers an immediately deployable strategy for processing healthy drinking water.meat Products of India Ltd(MPI) is a major Indian meat processing, packaging and distribution company. Vehicles Manufacture: Maruki Suzuki India is the country s largest passenger vehicles manufacture. Life Insures: LIC India: Life insurance Corporation of India (LIC) is a dominant state owned life insurer. References Barnett,P. Smoll,F.L. &Smıth,R.E. (1992) Effects of enhancıng coach-athlete relatıonshıps on youth sport attrıtıon. Sport Psychologıst. Vol.6. pp

96 CSSS (2011) Status of Women in India: Problems and Concerns. (Accessed: 10th September 2013). Gatz, M.Messner, M. & Ball-Rokeach, S. (2002) Paradoxes of Youth and Sport. Ny: Cathleen Collins. NCRB (2012) National Crime Records Bureau. (Accessed: 10th September 2013). NDTV (2013) Indian girls make history, enter semis of junior hockey World Cup for the first time. (Accessed: 10th September 2013). Rao,N.S. (2010) Constrains of Indian women participation in games and sports. Sports Medicine. Vol.44. pp

97 Group 9 Title I m a Child Authors Luke Frary, Petri Harsunen, Jelle Blok, Maxime Tauran, Julia Schindler, Silke Specht Agenda 1. Case 1.1. Occasion/Problem 2. Report 2.1 Primary Objective 2.2 Sub questions 2.3 Introduction 3. Implementation 3.1. Target group 3.2. Project 4. Financial proposal 5. Evaluation 5.1 Monitoring 5.2 ReportingList of references 1. Case The case is about how sport can facilitate innovation in education delivery, targeting excluded children. The scenario is that; we are participants who work for an international development agency that uses sport as a tool to support programmes in more than 100 developing countries. We have to create a funding proposal for using sport to expand learning opportunitıes for marginalized children in a developing country Occasion/Problem Unfortunately war is a problem that the world will continue to face. People of all ages are continuously running away from home just to be safe. They mostly go to refugee camps. Children should always be given the chance to be a child. They have to play, go to school, have an education and have fun. Children should walk around with a smile on their face.

98 The fundamental problem is that children live with the responsibilities of an adult. Therefore they can not be a child anymore. (UNHCR, 2013) Need assessment of children in a refugee camp Children do not decide to stay in a refugee camp. They are forced to do so by wars or catastrophes. Probably the most important need for children living in a refugee camp is to live in peace and security. They do not only have to be protected from the harm outside of the camp but also need the security to move freely and do all the things other children do. Reunification of separated children with their families would be enabled by a registration mechanism (bracelets we give to the children) when possible. Another very important aspect in refugee camps not only for children is the avoidance of diseases. As there are already different measures taken by the United Nations and other development agencies with this regard we do not further consider this risk in our project. Convention on the Rights of the Child All the activities in our project are taken with the Convention on the Rights of the Child in mind. This legally binding instrument that was established in 1989 incorporates civil, cultural, economic, political and social rights of people aged 17 or below. Particularly it was emphasised in the convention that children have human rights too. Some of the basic human rights of children are: the

99 right to survival; to develop to the fullest; to protection from harmful influences, abuse and exploitation; and to participate fully in family, cultural and social life (UNICEF, 2013). The core principles formulated in the Convention are non-discrimination; devotion to the best interests of the child; the right to life, survival and development; and respect for the views of the child (UNICEF, 2013). The Convention furthermore sets standards in health care; education; and legal, civil and social services (UNICEF, 2013). 2. Report In the report I'm a child will present a primary objective and subquestions. In addition the report includes a mission, vision and objectives of I'm a child (IAC). The research questions are discussed. Answers were obtained through using methods such as; desk research, observation and interviews. 2.1 Primary Objective How can we have an immediate impact on the lives of disadvantaged children living in refugee camps? 2.2 Sub questions How can we unite children during times of crisis? Through our programme we want to unite children in the times of crisis. Therefore we need to get their trust, so we offer them a protected area. By bringing together boys and girls, children with different languages and cultural backgrounds and integrating children with disabilities we teach children the basic fundamentals of inclusion. But we do not only want the children to play with each other but also to make them understand how strong they are as a group. In order to be able to realise their fundamental rights children need to understand their right as a child How do we teach children to play? In a refugee camp there are no places where a child can play. They mature too quickly because they see a lot of things a child should not see. With all the problems they have experienced they forget they are children. A child should live in a world were he can use his imagination by playing.

100 The most important thing for a child is a safe area were they can trust the people around them. We create a protected area were adults are not aloud. This area is restricted to only children and people from the organisation. The adults can observe from a spectators gallery on the side. The safe area is divided into fields. Every field has its own theme. Like 'play together' or 'learn about respect.' The fields will be managed by students and professionals recruited through EASM resources, because they have the skills to help the children and will be able to motivate them. It is important that these people are determinded to resolve the situation and bring a smile to the children s faces How do we make the children smile? In order to make children smile again we need to offer them an environment where they can forget about the harm and violence they have experienced. We will help children to forget about their sorrows. Children should get the opportunity to enjoy time with other children of a similar age and play together. Many children that are driven to refugee camps are used to a daily life that is very different from other children. They may work instead of going to school, probably have to take over responsibilities for their younger siblings after the death of their parents or may have even been directly threatened by war and violence. We would particularly like to give those children an opportunity to feel like a child again and do child-like activities How do we ensure the projects longevity? Even though we emphasise that our project provides help for children with immediate impact, we also strive for a long-lasting legacy for the children. Apart from the education we offer to children particularly the non-formal education -, we want children to leave the camp with a better understanding of their own rights and advice on how they can ensure they are given those rights. In order to make sure that children will remember our project in the future they will get some memorabilia (e.g. a ball, sporting shirt, etc.). But it s not only the legacy for the children we are concerned with, but also to ensure that our programme will continue. The implementation in the refugee camp in Lebanon is just the beginning of the programme. We will use strategic partnerships to ensure the longevity of our programme (details on these partnerships will be provided later in this project) How can we earn the trust of the children s parents? When we want to work with children we need the trust of their parents and/or other relatives as they have the responsibility for the children and after having escaped from war and/or other catastrophes they may still fear losing their children. Furthermore there might be a risk of children getting lost in the huge refugee camp; therefore we will establish all our activities in a protected area. In order to build trust we could use our reputation as an NGO and that of our partners like the UN or the Red Cross. We will work with volunteers from different professional areas like psychology, child care, education and sport as we need experienced and welleducated staff. Parents do of course get the opportunity to watch their children while they are staying with us. We also plan to work with the parents explaining to them the need to accept the rights of their children, particularly the right to be a

101 child. As we do not only have families in the refugee camp we also give consideration to separated children and offer them persons of trust that will be available for them while they stay in the refugee camp. 2.3 Introduction Who we are I m a Child is an organisation established by the students of the European Association of Sport Management. The organisation was generated in recognition of the Sport Management Community s responsibility to utilise the benefits obtainable through sport to create a better world Vision We believe that during humanitarian disaters like armed conflict or natural disasters IAC can provide hope in such awful situations. IAC envisages a world where a child can be a child and can feel that they are safe. Our projects will act immediately setting up sport/social zones. The projects will cooperate with other organisations to provide long lasting solutions Our Mission IAC will enrich the lives of children from all over the world. It will be designed to be efficient so that it can have immediate impact wherever it is needed. The model provided will be structured in a way that enables it to be applied in refugee camps in any location and from any culture. The I m A Child model will utilise the positive consequences of sport Objectives Sports activities will be introduced to enable the following benefits: -Provide escapism -Give the freedom to be a child -Encourage the development of life skills -Personality enrichment -Encourage inclusion and equality 3. Implementation The implementation plan is detailed to demonstrate how the objectives will be achieved Target group Our target group are refugees and specifically children who live in refugee camps over the whole world. The project starts with Lebanon. Here is the biggest refugee camp in the world with people of which roughly 30% are children (UNHCR, 2013)

102 3.2. Project The project I'm a Child (IAC) in the refugee camps is a long term project. This project can be transferred to other camps as well. In this project IAC will go to the refugee camp to stay there for about three months, to do sport and music activities with the children. So there are more projects at the same time in other refugee camps During The project contains a proposal to a number of organisations with complimentary goals. When IAC will go to refugee camps they will stay there for approximately three months. After that partnering organisations ensure the longevity with the people from the camps Sport and music activities In the camps we are doing sport and music activities. For this we need a reasonable sized level area (aprox. 100mx50m). IAC is going to split it up in six areas, each area has a different sport that is combined with a lifeskill. The playing area is divided into sections: There are the following fields: 1. Hockey and teamwork. Here the children can play hockey and learn how to act in a team and be a part of it. 2. Do what you want and respect

103 This area will teach children to act with respect and take care of the other children in the field. 3. Adventure and discipline In this area the children can learn discipline through adventure sports. This area will include a basic obstacle course. 4. Soccer and fairplay In area four, the children can play soccer and especially learn the lifeskills of fairplay. Only when you collaborate with others will you win the game. 5. Ball area and be creative In that field there are many balls where the children can be creative and can work together to think of something by themselves and in teams. Also this area is very accesible for children that are handicapped. 6. Music/Dance By enjoying music and dancing together children will experience activities they never want to stop. 4. Financial proposal Partnership Proposal Introduction IAC is seeking a long term partner to aid in the implementation of the model. The partners should have aligned interests and share the Mission of IAC. Why partner IAC? As previously highlighted sport has the potential to greatly enrich the lives of disadvantaged children. IAC will bring together the best ideas and practical tools for organisations to get the most out of sport. Volunteers sourced by the IAC are sports students with the best knowledge of how sport can achieve results in disadvantaged areas. The activities model proposed by IAC can run parallel to the support initiatives of the partnering organisation. IAC will increase the ability of the partnering organisations to: Enrich the lives of children affected by crisis Improve the development of life skills Encourage inclusion and equality Partnership Criteria Partnership candidates should be concerned with the following points:

104 Development of crisis areas Ensuring child protection Safe guarding the rights and well being of refugees - Immediate intervention and relief Potential partners IFRC UNICEF Child survival and development: child protection (unicef.org) - UNHCR Supports refugees; well being and right of refugees Right To Play Funding IAC requires funding to facilitate the implementation of the projects. For a project consisting of 50 volunteers for a 100 day period IAC requires 385,000. Please find a breakdown in the following tables: Benefits for potential partners There are numerous reasons for potential partners to support our programme. It is not only that giving to charity can enhance the sense of well-being, but also the provision of information on issues of social injustice. Furthermore donations are tax deductible and normally bring reputation gains, enhance the branding potential and probably open up new markets for companies. It might be particularly interesting for companies to support our programme as the celebrity endorsement should ensure broad media exposure. Celebrity Endorsement

105 Celebrity Endorsement IAC will seek a celebrity partner to attract media attention and to accelerate the projects. The celebrity will provide a role model to the children and will act as motivators and generally enrich the whole experience and impact of the IAC activities. The desired celebrity will be a figure recognised worldwide so that they create global media interest. What we want from our partners? Partnership organisations should assist in the following areas: Obtaining funding Obtaining celebrity endorsement Managing volunteers Ensuring the longevity of the projects and of the partnership 5. Evaluation 5.1 Monitoring To check that the objectives are constantly being achieved, every month there will be an evaluation. This will include talking about what's good, what's bad and what has to be improved. This will be fed back to the partners. 5.2 Reporting After the whole project IAC will report to the funding partners detailing where their money is going. To do this, IAC will organise an event where the partnering organisations get together to view films that will be produced to demonstrate the results that are achieved. In addition before and after documents will be provided demonstrating before and after scenarios.

106 6. Overall Conclusion IAC will partner an organisation and will use sports activities to enrich the lives of children in refugee camps who currently are being neglected. The projects will be implemented rapidly but will provide a long lasting legacy to improve the lives of more than one generation. IAC programs will compliment the objectives of both implementation partners and funding partners by working with companies that have complimentary objectives. References IFRC (2013): What we do Assessed under: UNHCR (2013): Stories from syrian refugees Assessed under: UNHCR (2013): Help the Uprooted and Stateless Assessed under: UNICEF (2013). Convention on the Rights of the Child. Assessed under: UNICEF (2013) Assessed under: United Nations (2013):

107 EASM 2013 Master Student Seminar In 2013 the Master Student Seminar will be organized under the theme Integrating Differences towards Diversity via Sports Management. Within this framework the Master Student Seminar and the related Management Game will take place. By choosing this theme we want to emphasize that sport plays an important role in binding diverse social-cultural identities and nevertheless preserve individual dignity. But uncontrolled economical and social processes in modern multicultural societies may counteract with harmful results. Nowadays in the global village Sport Management has to face these contradictory challenges both on the global and local scale. Big sport events as well as grassroots sports in the community should promote human enrichment by creating social and human capital. In order to specify this, we have selected four sub themes: Mega Sport Events Sport and Recreation in the Community Sport for Social Responsibility of Corporate Organizations Sport for the Disadvantaged Evaluation Each Group, in collaboration together with one tutor will compete in the management game (Evaluation by EASM jury, tutors, invited experts, representative of organizations) The four best cases (one winner group for each sub-theme) will be presented at the Conference The winning group will be awarded during the Closing Ceremony

108 Social and Sport Activities September 7 th, Saturday 17:30 23:00 Barbecue Party Master Student Seminar started with Come Together Party where students got to know each other and learned the host city of the 2020 Summer Olympics and Paralympics at the Marmara University Anadoluhisarı Campus. While the students were enjoying the barbecue ice-breaking games had been played.

109 September 8 th, Sunday 18:30 20:00 Sport Activities The 1 sr day of the Master Student Seminar started with very important keynote speeches. After the seminar it was time for sport activities. Students had fun with canoeing at the magical view of the Bosphorus. They also enjoyed other sport activities like climbing, shooting, golfing, swimming, gymnastics, football and tennis during the seminar. 20:00 21:30 Dinner at Bosphorus After full of action sport activities students enjoyed their dinner at the Bosphorus. After the dinner a historical island ferry which is one the symbols of Istanbul had been visited.

110 September 9 th, Monday 13:00 15:00 Visiting Sport Facilities On Monday after the keynote presentations a group of master students visited Ulker Sports Arena which is hosting Turkey s one of leading basketball team Fenerbahce Ulker s games and showcase performances by the stars with its 15,000 capacity. At the same time another group of master students went to see Sarıyer which is a coast town at North Istanbul, to start on their case studies. The group which had been leaded by March L. Krotee and Umit Kesim has met the local community and visited a primary school for blind. Also a surprise was waiting for the group! Local people served them traditional Turkish Gözleme which is a savoury traditional Turkish pastry dish, made of hand-rolled dough that is lightly brushed with butter and eggs, filled with various toppings, sealed, and cooked over a griddle. Students playing table tennis for blind with eyes closed.

111 September 10 th, Tuesday 21:30 23:00 Dinner at Hidiv Pavilion After a long tiring day management game studies were almost complete. It was time for the students to have dinner in a very special place. It s Hidiv Pavilion, the mansion of Egypt governors in Ottoman Empire, now using as a restaurant.

112 September 11 th, Wednesday 13:00 17:00 Visiting a Sport Venue Final presentations for each management game theme had been done. Each group did a great job. The the had come for relaxation. Students visited Ali Sami Yen Arena which is one of the biggest stadium in Istanbul with its 52,652 capacity hosts Turkish football team Galatasaray s games. Lots of master students who had impressed the stadium also went to see a game between Galatasaray and Antalyaspor two days later. 20:00 23:00 Opening Ceremony The official opening ceremony had been held in Lutfi Kirdar Conference Hall where master students also had chance to meet with PhD Students. All the participants enjoyed the live music and magical view of Bosphorus.

113 September 14 th, Saturday 17:00 18:00 Annual Football Match The last of conference a football match between Istanbul Magic and EASM Board had been played just before the closing ceremony. After an entertaining match EASM Board hold the cup by beating Istanbul Magic 4-3.

114 September 14 th, Saturday 19:00 23:00 Closing Ceremony The fantastic final party on the boat will probably be the most preserved memory for all of you and we hope you will remember the Istanbul Master Student Seminar forever. Great performance of Alabu Ensemble. They played the premiere of the suite "Turkish Nights", composed by Soren Elbech.