• 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 ( 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.

Go back to the previous page

Beyond Sport 2013 Summit & Awards Highlights
Download Highlights
Download Brochure
Media Centre