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Department for Culture, Media and Sport LONDON 2012 OLYMPIC LEGACY ACTION PLAN
The action plan, published by the Department for Culture, Media and Sport, is about the long-term benefits that we can stimulate through London hosting the Olympic Games and Paralympic Games in 2012. It builds on Our Promise for 2012, published in June 2007, which made five promises to set the scale for our ambition:
- To make the UK a world-leading sporting nation
- To transform the heart of East London
- To inspire a generation of young people
- To make the Olympic Park a blueprint for sustainable living
- To demonstrate that the UK is a creative, inclusive and welcoming place to live in, visit and for business.
The research programme incorporated qualitative and quantitative research among the general public. Additionally, desk research was carried out to pull together existing information already in the public domain about past Olympic and Paralympic Games as well as other 'mega-events', such as sporting World Cups.
Context
- The research looked at the potential of London 2012 to influence attitudes and behaviour in the longer term in relation to sustainability, the involvement of young people in volunteering and cultural activities and participation in sport. The research was carried out by assessing evidence sourced from identified published research and drawing out the implications for London 2012.
- Comparisons with previous Games proved difficult as each one had its own unique set of economic, social and political circumstances. This is compounded by the fact that host cities also tend to set themselves more ambitious and sophisticated aims than previous Games. Evidence has, therefore, been drawn from other mega-events and projects with similar aims to London 2012 as well as past Games where appropriate.
- The commitment of London 2012 to changing public attitudes and behaviours in a number of areas is challenging and a real point of difference from previous Games.
Sustainability
- East London is likely to benefit through the increased opportunities for business that will be generated through reconstruction and higher profile from the Games. However, unless networks and employment strategies are put in place for locals, there is a risk they could miss out on many of the economic benefits.
- The evidence suggests the feel-good factor arising from the Games can bring people together and have a positive impact on how people perceive their communities, their city and their quality of life — providing hosting the Games is seen as a shared and valued goal. It can also help to broaden horizons and provide opportunities for people to enhance their employment prospects.
- London 2012 could be used as a way of demonstrating government commitment to environmental projects and raising awareness of the issues. However, it can only act as a catalyst to lasting change if combined with simple messages and things people can incorporate easily into their lives.
Inspiring young people
- Research shows that young people are volunteering in greater numbers and in sport-related activities in particular. As well as enabling the development of essential life and job skills, volunteering can give young people a stronger sense of community identification and pride. These benefits can only be achieved by London 2012, however, if projects are easily accessible to young people and enable them to take ownership for themselves. This is essential to address perceptions of the Olympics and Paralympics as remote and focussed on elite success. Similarly, cultural projects should not have an overt Olympic theme, as this could narrow preconceptions, but should instead make use of the energy and momentum created by the Games.
Sports participation
- Evidence for the effect of Games on sustained participation in sport is inconclusive. Although the Sydney Olympics in 2000 and the Manchester Commonwealth Games in 2002 were found to have boosted young people’s sporting activity, significant changes were not noted in the adult population for these and other sporting mega-events. The sustainability of young people’s increased participation is also not clear from the research.
- There is some evidence to show that the success of a national team or athletes can have an impact. However, this may only be small and short term.
- These likely gains need to be built upon through grass-routes activity, role models, coaching programmes and accessible facilities. Imaginative long-term strategies and investment in this area will be needed to change what are often deeply ingrained habits from teenage years onwards.
Overall
- London 2012 provides a unique opportunity to address barriers to change, target hard to reach groups and model new attitudes and behaviours. However, legacy strategies will need to be embedded in existing programmes and policy areas to achieve success in the long term and real benefits to participation provided.
- A multi-faceted, long-term approach to measuring the legacy will need to be taken to capture soft legacy benefits and ensure the benefits bought by the Games can be isolated from other factors.
Published by the Department for Culture, Media and Sport |
