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04/08/2010
Groundwork is working with Cadbury to get the nation playing games
Cadbury recently unveiled Spots v Stripes, an ambitious programme that aims to get millions of people across the UK and Ireland playing games by 2012 - leaving a lasting legacy of community spirit in the UK and Ireland. With two years to go until London 2012, Cadbury is calling on everyone in every region to get involved in the biggest game ever seen.
Spots v Stripes is an exciting campaign, inspired by the ethos of the London 2012 Olympic and Paralympic Games, that aims to get people of all ages and walks of life rediscovering the spirit of play and light hearted competition. The concept has been in development for nearly two years and was born out of a belief that the spirit of play needed to be reignited in the UK and Ireland to get us in the mood for the ultimate games – the Olympic Games.
Cadbury, the Official Treat Provider to London 2012, is inviting the entire country to divide into two teams, Spots and Stripes, sign up to the website and begin playing games. Over the next two years, players will be able to win points for their team by organising and playing games in their schools, workplaces and neighbourhoods, to see whether Spots or Stripes are the ultimate team. Any game will count, from thumb wrestling to 5 a-side football. People will even be encouraged to invent their own games.
Spots v Stripes will be going on a nationwide tour throughout the summer, with large city events in Glasgow, Leeds, London and Birmingham bringing the games and the spirit of play to people’s doorsteps. The latest Cadbury Glass and a Half Full Production’s TV ad will air on 7 August to inspire people and encourage them to join in.
In order to build a lasting legacy of game playing beyond 2012, Cadbury is putting in place a national network of Spots v Stripes Games Ambassadors and 2000 volunteers. Together they will bring Spots v Stripes to the nation, including hard to reach and disadvantaged groups, using playing games as a catalyst to help build stronger communities. They will activate local voluntary organisations, community groups, tenant associations, youth and staff clubs to organise imaginative games events in their areas.
Spots v Stripes – key numbers:
Cadbury is working in association with Groundwork, a national charity with three decades of experience in enabling individuals and communities to improve their local area through both physical and social regeneration. With the help of Groundwork, Cadbury will also work alongside local communities in Birmingham, Sheffield, Chirk, Marlbrook, Dublin, Uxbridge, Reading, Crediton, and Hackney to help improve community spaces near to their sites for playing games.
Nick Bunker, President, Kraft Foods UK & Ireland, said:
"London 2012 will be the largest public event the UK has seen in our lifetime and in the run up to the Games people will be naturally thinking about coming together to show their support. However, we believe that, across the country, we have lost our community spirit, and we want to use our heritage in community engagement to reignite this.
"With Spots v Stripes we hope to create the biggest game the UK has ever seen - encouraging people to play games again and bring back the joy of community spirit in a fun and innovative way. Our aim is for millions of people to have organised or played games in their areas by 2012 and to use the power of playing games to unite and strengthen communities - leaving the nation with the ideas and inspiration to continue playing games in the future."
Paul Deighton, CEO of London Organising Committee of the Olympic and Paralympic Games (LOCOG) said:
"Cadbury shares many of the same values of the Olympics – optimism, inspiration and community engagement – and we are proud to have their support, as the Official Treat Provider to the London 2012 Olympic and Paralympic Games.
"Our ambition is to get the whole country involved in and excited by the Games, and to extend the spirit of the Olympics and Paralympics to the all corners of the UK and Ireland. With Spots v Stripes Cadbury will help us to achieve this – encouraging people of different backgrounds, ages and abilities to take part, try something new and come together to celebrate the games, wherever they live. The programme will also provide individuals and communities with a legacy of game playing that last well beyond 2012."
Groundwork Chief Executive, Tony Hawkhead, said: "Spots v Stripes is a fantastic opportunity to engage communities in events and activities that help neighbours get to know one another, break down barriers and build community spirit. "Working together with our longstanding partner Cadbury, Groundwork will be using Spots v Stripes as a platform to encourage wide-ranging discussion and dialogue in these communities. Our 30 years of experience tells us that these conversations can often be the springboard to getting people involved in a wide range of projects that can transform the social and environmental fabric of neighbourhoods at all levels of society."
Cadbury will commission independent research to evaluate the impacts and social benefits of Spots v Stripes on communities and identify lessons for future initiatives.
