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NowWeMOVE campaign

Two thirds of Europe’s adult population do not meet the levels of physical activity recommended for their health and wellbeing (WHO Europe, 2008). That is why ISCA launched the NowWeMOVE campaign in 2012, with the aim of bringing the sport for all sector and a variety of other sectors together to tackle the physical inactivity epidemic across Europe.


NowWeMOVE is now Europe’s biggest campaign promoting sport and physical activity. Its vision is to get “100 million more Europeans active in sport and physical activity by 2020”. The campaign’s overall objectives are to raise awareness of the benefits of sport and physical activity among European citizens; promote opportunities to be active in sport and physical activity; and enable sustainable and innovative capacity building for providers of physical activity initiatives through open-source solutions and advocacy.


When the NowWeMOVE campaign started in 2012, it established MOVE Week as its flagship event promoting the benefits of physical activity to citizens all around Europe. It called for MOVE Agents to organise events in their communities and register them on the official website to celebrate the collective impact they were having in their own countries and as a combined European movement.


The numbers were impressive: 250 MOVE Agents organised 120 events in 23 countries attracting 140,000 participants. In 2013 they were even better: 600 MOVE Agents, 1259 events, 30 countries and 500,000 participants. In 2014 they went through the roof: 2350 MOVE Agents, 5601 events, 38 countries and 1 million participants! In 2015 they went up again: 2917 MOVE Agents, 7125 events, 38 countries and 1 804 930 participants across Europe and five Latin American countries. In 2016, there were over 2000 MOVE Week events in Europe and 7674 events in 11 Latin American countries.


MOVE Week has proven to be a valuable platform not only to raise awareness about physical activity, but also to advocate for change among policy makers and empower MOVE Agents in achieving better exposure and more support for their initiatives.


12 major initiatives have taken place under the NowWeMOVE campaign banner, including No Elevators Day, NowWeBike, FlashMOVE, European Fitness Day, European School Sport Day, MOVE Quality and MOVE Transfer. Find out more here.


To find out more, please visit the official website at