1. Case study: “Challenge Day in Japan”, a community based approach promoting Sport for All movement Masanori TAMAZAWA, Kazutoshi WATANABE, Tomohiko YOSHIDA, Takayuki ARITA, Eiji HIGASHI Sasakawa Sports Foundation, Tokyo, Japan 1 23rd TAFISA World Congress Oct. 26 th, 2013

2. Introduction  The World Challenge Day, introduced to Japan in 1993  At the first event, only one municipality with 4,925 people participated  Today, one of the biggest nationwide sport events in the country  2013 Challenge Day, 101 municipalities took part with a total of 2.05 million participants Try to find the important factors; 2 “Why, 400-times increase in 20 years?”

3. Municipalities and Participants - since 1993 - Number of Participants per year (year) Number of Challenge Day Municipalities 3 = = (persons)

4. Background Information Total population : 127,800,000 (2011) ( Age 0–14 : 13.1%, Age 15 – 64 : 63.6%, Age 65 or over : 23.3% ) Challenge Day Participants : 2,053,284 (2013) --- 1.6% of Total Population  Total number of municipalities: 1,742 (2013)  “Challenge Day” municipalities: 101 (2013) --- 5.8 ％ of all municipalilties 4

5. Sport for All Study and Analysis 1-1 Key Factor 1: Public ／ Private sectors partnership Municipal government Mayor Dept. of Health Promotion Dept. of Sport Promotion or Public Sector Regional sport associations Local sport clubs Private fitness clubs CSR activities of companies etc. Private Sector Sport for All Municipality 5

6. Study and Analysis 1-2 Challenge Day Mixture of Public and Private Sector Sport for All Organizing Committee Head of Organizing Committee = Mayor (Public) Leader of regional sport associations (Private) Municipal government staff (Public) Leader of local sport club (Private) CSR personnel of companies (Private) SSF 6 Representative of private fitness clubs (Private) Key Factor 1: Public ／ Private sectors partnership → Organizing Committee based on Partnership

7. Study and Analysis 2-1 “SSF Seminar Community-building through Sports”  Theme 1 “Knowledge and information on management of “Challenge Day”  Theme 2 “Issues related to municipalities’ sport-promotion policies” - e.g., ”Maintenance and management of sporting facilities” “Cooperative programs between schools and local sports clubs” “Sports and earthquake disaster recovery” “SSF National Sports-Life Survey – current situation of the sports life style movement in Japan” 7 Key Factor 2: Share the Knowledge & Information

8. Study and Analysis 2-2 8 Key Factor 2: Share the Knowledge & Information → “SSF Seminar Community-building through Sports”

9. Study and Analysis 3-1 9 Realization of “Sport for Everyone” Society Municipalities Public/Private collaboration to create town development Government Head Dept. Sport Promotion Private Local residents Sports organizations Companies/ Schools Municipalities, etc. Policy issues/Information Partnership Sharing philosophy of sports for everyone Policy proposals/ Research result Sasakawa Sports Foundation SSF Key Factor 3: Support and Partnership

10. Study and Analysis 3-2  Small seminars called “Sports Policy Discussion Meetings” at local sites  Request basis from Challenge Day municipalities  Participants : Members of organizing committee, school teachers, leaders of parents’ association, etc.  Facilitator : SSF (research institute) 10 Key Factor 3: Support and Partnership → “Sports Policy Discussion”

11. Conclusion 1.Partnership between Public and Private sectors 2.Knowledge Sharing among stakeholders 3.Support and Partnership by research institutes 11 3 Key Factors :

12. Thank you! 12 Masanori Tamazawa Sasakawa Sports Foundation tamazawa@ssf.or.jp