BJA - Grass Roots
Getting children involved at grass roots level is a challenge all sports face. Success at a major event like the Olympic or Commonwealth Games generates short term interest but maintaining it over the long term can be difficult. It is an added challenge if the sport is not one of the “mainstream” sports generally promoted in PE lessons or afterschool clubs.
BJA wanted to develop a programme to give taster courses of judo at primary schools. In turn, these could feed interested children into local clubs, with the aim of them becoming long term BJA members.
We developed a campaign around the theme “Enjoy Judo”, and created a brand/character called Jud. We then sent a branded letterhead (folded to look like a judo suit) explaining the schemes benefits to targeted schools. If the school was interested a judo suit design folder was sent out containing leaflets, posters and a CD. Children on the scheme received Jud branded bookmarks and pencil cases.
The Enjoy Judo Programme is now well established, with sustainable clusters of activity in the East Midlands, Sunderland, Ipswich, Mid Kent and Ashford. Over 20,000 young people have been exposed to the sport with many on regular fixed 5 - 10 week courses.
