Cadbury's Spots V Stripes boosts community and Olympics spirit, says report
Independent research has revealed that Cadbury'stwo-year Spots v Stripes Community Programmehas succeeding in bringing the spirit of the 2012 London Olympics to hundreds of communities across the UK and Ireland.
The report, from an international research and consultancy group and Professor Peter Taylor from Sheffield Hallam University's Sports Research Centre, concluded that the events had also helped build cohesion in some of the UK's most disadvantaged communities.
And it had, the report continued, succeeded in engaging people who normally regard the Olympics and other elite sports as irrelevant to their lives.
Key findings included:
â- 49% of the 121,107 participants and 906,022 spectators were more likely to play games and get involved in sport
â- 85% of participants left with a greater sense of community
â- 83% of participants were more likely to get involved in community activities
â- 33% of participants were more likely to considering volunteering in their local area.
succeeded in engaging people who normally regarded the Olympics and elite sports as
â- Many of the 2,923 volunteers recruited by the programme have gained skills that enhance their employability.
"Cadbury's Spots v Stripes Community Programme is innovative in the way that it doesn't focus on sport, but uses a broader and more flexible concept of game to bring people together," said Professor Taylor.
By Angela Frewin
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