This was originally going to be an article on how we would represent Sky TV with experiential events…but, given that the Olympics are currently on and given that Rebecca Adlington and Jo Jackson have just memorably won gold and bronze medals in swimming’s 400m freestyle we thought we might change our focus slightly.
You see, aside from the obvious celebration and glory that comes with this kind of result, there’s a rather unpleasant fact lurking in the background; this was the first swimming gold medal for GB’s women for 48 years. And, when you compare this sad lack of success (historically speaking, we’re not taking anything away from current events!) to the state of British cricket and almost any other team or individual game you have to wonder what’s been going on. Are we getting worse or are others getting better?
Well, in the first instance we’re not getting any worse really. And if it’s a talent issue we think it’s fair to say that we’re unlikely to be able to do anything. Nope, the problem lies in the fact (according to experts) that kids just don’t have the facilities to excel in track and field sports these days. So, as a result, we’re just not getting any better and talent just isn’t being fostered the way it should.
Countries like the USA and Australia are streets ahead of the UK in terms of sporting development with a wealth of programmes, schools, events and training opportunities for those that display sporting talent. And, whilst we’re not suggesting that the heights of the USA can be reached (after all, they’re so much bigger as a nation) we are wondering what can be done about the whole thing.
We decided therefore that it was high time that this state of affairs was highlighted – after all, it’s not something that’s in the public eye really, even though it deserves to be. So…
Our awareness campaign would begin a series of print media adverts in the national press featuring the UK’s brightest and best athletes. However, they wouldn’t be wearing their sportswear but rather would be dressed as the destitute. The caption at the top of the advert would read, “X wants to win gold in 2012…but first he needs 50p for a cup of tea.” Below the picture would the campaign strapline “There’s No Money In Athletics”. These would run with several variations.
The intention here would be to highlight the bizarre nature of the UK’s track and field scene and its terrible lack of funding and draw the greater public’s attention to it.
When this round of advertising was over we would move to a fully experiential campaign based around similar ideas. In major cities funfair sized and styled “Sports Experience” centres would be set up with the intention of attracting as many people as possible. Whilst the theme would reflect a funfair in essence all the different rides would relate to different sporting discipline and involve different tests of ability.
These tests would form the basis of a national competition with the winners being decided after all funfair activity had been completed.
Crucially at the centre of each funfair would be the showpiece ride – the Ghost Train. Here people would be taught about just how much trouble the UK athletics scene is in. This teaching would be performed by the usual ghouls, skeletons and freaks to be found on a Ghost Train thus maintaining interest in this most serious matter. We would, at all costs, shy away from attempting to teach people of this using an academic or simply boring “straight” approach. The more entertaining it is the more likely people are to remember it.
The overall aim of such an affair would be to amuse and entertain whilst educating the public about the plight of sports funding in our country as well as giving them (and particularly children) the chance to try out many sporting events for themselves – with the chance of ultimately winning a contest, the prize of which would simply have to be tickets to the 2012 Olympics.
We’re sure that the buzz this campaign would create would not only bring people flocking to our events but engender massive support for the beleaguered British sporting scene.