THE BLUE PROJECT, including THE BLUE MILE – RACE FOR THE ENVIRONMENT Flag

  • Award Entered:
    Sport for the Environment Award
  • Parent Organisation:
    Sport Environment and Blue Environment
  • Project Host Nation:
    United Kingdom
  • Overview of Project:
    The Blue Project has developed an effective model for engaging people with the natural environment using sport, social marketing and mass-participation. We have three distinctive strategies to achieve measureable social and environmental behaviour change. Starting in 2007 with the launch of the Blue Ambassador programme, we identified a number of influential sports people who could share their experiences and their commitment to a healthy environment with the wider community. We channel this rich multi-media content into a dedicated social website (www.theblueproject.org) to build an engaged and informed fan-base that would go on to champion sport in the environment. In 2008 we focused on behaviour change, recognising that after the media impact of 2007 still less than 1:4 felt compelled to change their behaviour. We became interested in the Olympic environmental legacy and created a mass-participation event designed to involve people actively with our blue (water) environment. Paul Deighton, CEO of London 2012 launched The Blue Mile – Race for the Environment and in 2010 we held the inaugural event in Plymouth. The Blue Mile encourages people of all ages and ability to swim, paddle or walk a mile and raise funds to support WWF’s work to protect our rivers and seas. The event village includes a series of interactive and educational exhibits, Blue Lectures and showcases to help people understand the importance of protecting our blue environment.

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