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The story behind Estonia’s MOVE Week success in 2014

In 2013 Estonia took part in MOVE Week for the first time, with 23 events. In 2014 the number increased to 163 with as many as 17,000 participants. What was behind this boost in numbers?


Tiina Kiislar, Estonian MOVE Week Coordinator, explains her successful process of coordination as a jigsaw puzzle where every piece had to fit in the frame. “And I was like a glue that put the MOVE Week puzzle together,” she says.


Tiina started cooperating with with three sport organisations: Jõud, Sport Federation Foundation and Estonian Olympic Committee’s project “The Year of Physical Activity”. Information about MOVE Week was spread via other member organisations in every county in Estonia, as well as by PR and other communication efforts using various media channels. In addition to sports organisations, several sponsors were also involved. Coca-Cola contributed by providing Estonian MOVE Agents with products and PR support.


“We had media coverage on television, radio and in the biggest newspapers. Thanks to Estonia, Latvia and Lithuania also received sponsorship from Coca-Cola,” Tiina says.


Tiina is confident that every Estonian sport and sport for all organisation now knows about MOVE Week. And the goal for MOVE Week 2015 is to get the message about MOVE Week across to every Estonian citizen.


Watch the video about Estonian MOVE Week here: