17 Use of modern communication tools

Modern media offer new opportunities for communication
and for reaching target groups more effectively and cost-effectively.
Knowledge of successful communication styles is
being considered. The municipalities should take advantage of
this by using the relevant kinds of media for frequent communication

Only the appropriate means of communication can ensure the contents
correctly reach the target persons. The full use of various
media, in particular modern media, such as the Internet and communication
platforms, is becoming more and more important for
the municipalities, the target group grows up with this new media
naturally.

Change of communication

With multifaceted information channels of the (mobile) Internet
communication experiences an increase of complexity but not necessarily
an increase of costs. Big mass is online that can be reached
more easily and with lower financial effort than in former times
when complex announcements and postings were required.
Through Internet presence, optimisation of search engines and cooperation
it is possible to communicate sports offers more extensively
as before. This does not mean, that information in hardcopy
form can be abandoned.

Via programmes and, in particular, networks – for instance what is
referred to as social networks - discussions can be carried out and
communications conveyed in the planning stage. This encourages
transparency in the process of coordination and offers can later be
transported more easily. Identification with the programme increases
and all participants have quick and easy access to information.

Network approach in communication

The municipalities should therefore work more intensively with new
media and use these accordingly depending on the target group.
Particularly in the field of promotion of physical activity among children
and adolescents municipalities should work more intensively
with new communication tools, so that information reaches as
many of the target group as possible and awareness is raised as to
the importance of exercise.

Best Practice Finland (FIN)

MUUVIT-Online Adventure

Muuvit is a well-known and sucessful programme to promote
physical activity in schools in Finland. Through various
‘real’ physical activites children can collect points in order
to travel online through Europe. The online adventure is
used by thousands of children. Muuvit also exists in Germany,
Switzerland and Austria.

More information:
www.citiesforsports.eu/best-practice