The challenge
Sports participation among young people in Heerlen remains low, particularly among those for whom taking part in sport is not a given. Financial barriers, limited access to sports opportunities and a lack of connection with young people’s everyday experiences can make the step towards sport a big one.
The Municipality of Heerlen therefore set an ambition to increase the share of young people and young adults who are members of a sports club or association from 62.5% to 75%. At the same time, the aim is to strengthen parents’ financial capacity and ability to manage financial decisions.
The challenge was therefore broader than simply offering a sports credit: it was about genuinely activating young people without stigmatising them.
Strategy to activation
More2Win translated the ambitions of the Sportpas into an accessible and inclusive concept based on three principles:
Freedom of choice: young people decide which sport suits them.
Accessibility: the Sportpas is available to every young person.
Activation: not just informing young people, but encouraging them to use their sports credit.
To bring this strategy to life, we developed:
A communication concept and campaign
A hero video and additional content
Content featuring local role models and creators
An explainer video linked to the personal letter via QR code
Local activations, including challenges and hidden cash campaigns
We also created structure around the launch, from a soft launch with partners and a launch event to a public campaign with ongoing activation.
Working together for local reach
The Municipality of Heerlen, the National Programme Heerlen-Noord, sports providers, clubs, schools, intermediaries, creators and role models were brought together. This created an approach in which policy, implementation, communication and young people’s everyday experiences come together.
Measuring impact
The impact is monitored based on, among other things:
Use and activation of the sports credit
Questionnaires completed upon registration
Reach and engagement
Participation in sports activities and clinics
Engagement of local partners and sports providers
The impact
We created a clear positioning for the Sportpas and an approach that goes beyond simply informing young people.
The campaign provides a foundation for making sport more accessible, lowering financial and social barriers, and sustainably encouraging sports participation and physical activity. The approach also provides a basis for further local activations, including the Zomerspelen Heerlen.
This means the Sportpas is not just a way of providing sports credit, but a tool for genuinely getting young people moving.
Let's get in touch!
Would you like to know more about how we create social impact through partnerships and programmes? Get in touch via the form below or email info@more2win.com.