Monday, 10 December 2012

Editorial Design Brief - Lasting Legacy

The second Applied Editorial Design brief was a 2,347 word document about the London 2012 Olympics and case studies around the time. There were 3 case studies we were presented with, but I chose to write my own case study on a colleague who I used to work with. 

Leaving a lasting legacy from London 2012 in communities throughout the UK

By 2012, it will be precisely 100 years since the first official commitment to presenting cultural and artistic activity alongside sport as a core dimension of the Olympic hosting process. This centenary provides a useful moment to reflect on what culture has brought to the Olympic and Paralympic Games. In particular, the UK has attempted to overcome past challenges by supporting a cultural programme that makes the most of the build-up and aftermath of 27 days of world-class sport in 2012, so that the Olympiad are not only about constructing venues, but also constructing a lasting creative dialogue with communities throughout the country. This is the aim of the Legacy Trust.
Legacy Trust UK is an independent charity that is creating a lasting cultural and sporting legacy from the London 2012 Olympic and Paralympic Games.
We are a Principal Funder of the Cultural Olympiad and London 2012 Festival, and we have 16 programmes with over 100 arts, sports and education projects currently taking place across the UK. From Stirling to Swansea and Belfast to Brighton, our projects are helping to build a lasting legacy from the Games in communities across the country.
“The UK School Games is a unique opportunity for everyone to see how much young sporting talent we have in the UK.”
Jason Gardener, World Indoor Sprint Champion
Legacy Trust UK was set up in 2007 to support communities and organisations across the UK to create projects that celebrate London 2012 in a way that is relevant to them and which will leave a lasting legacy. We fund 16 programmes with over 100 arts, sports and education projects currently taking place across the UK.
Our projects are very wide-ranging, but all share three key aims:
• to unite culture, sport and education, in line with the values and vision of the Olympic and Paralympic Games
• to make a lasting difference beyond 2012 for all those involved
• to be grassroots projects, often small in scale, and unite communities of interest at local and regional level
Legacy Trust UK has allocated £40 million funding through twelve regional and four national programmes. Our funding is provided by the Big Lottery Fund (£29 million), Department for Culture Media and Sport (£6 million for UK School Games) and Arts Council England (£5 million).
Since 2008, our projects have gone from strength to strength, and have so far reached audiences of 4.5 million, directly engaged over 500,000 children and young people, worked with over 15,000 volunteers and created an economic impact of £35 million.
The Trust is a Principal Funder of the Cultural Olympiad and London 2012 Festival. All of our cultural projects have been part of the Cultural Olympiad and many have also been part of the London 2012 Festival.
"The UK School Games is the closest experience these youngsters are going to get to what it would be like to take part in major competitions such as the Commonwealth Games or the Olympics."
Darren Campbell, Gold Medallist at the Athens 2004 Summer Olympics Games – 4x100m relay

Our approach and values
Our mission
Our mission is: “to support a wide range of innovative cultural and sporting activities for all, which celebrate the London 2012 Olympic and Paralympic Games and to leave a lasting legacy in communities throughout the United Kingdom.”
Our approach
We have a distinctive approach that is reflected by:
our fully-independent status
our mission: the legacy of the London 2012 Games
our ‘no frontiers’ mentality: we cross the traditional boundaries between, for example, sport and the arts, to create genuinely joined-up initiatives
our networks of funders and fully-representative Regional Advisory Groups, who ensure that our programmes reflect regional and local circumstances.
We are committed to achieving UK wide coverage for our programmes, and to reaching diverse communities.
These goals can only be achieved through partnerships and joint action, and through listening to, and learning from, the wide range of interested organisations and individuals throughout the country.
We are fully committed to the following principles in our grant making, and we require all of our funded programmes to demonstrate how these principles are central to their approach:
Promoting accessibility
We believe that accessible services are those that people can use relatively easily and inexpensively, and that are sensitive to the different needs and cultures of the people using them.
Valuing cultural diversity
We value cultural diversity by recognising that people have different needs, beliefs, values and abilities and that those differences need to be both respected and promoted. We recognise that having a diverse public face can help us build trust and confidence among the varied communities we seek to fund. A diverse workforce can also provide a richer mix of ideas and talents. We also believe we are more efficient and effective when our decision-making structures are reflective of the diverse views of society.
"We want to give as many children as possible a platform to share their vision with the world and to showcase their creativity through the Tate Movie Project."
Jane Burton, Tate Movie Project Director
Promoting participation
Our policies, processes and programmes must be developed on the basis of real need. This means that the people who will be affected by them should be involved in their development. We know that there are groups that are traditionally under-represented in consultation processes. We commit to working in partnership with those groups to establish structures that will help them to take a more active role in shaping the work that we do. In this way we will be able to encourage participation, openness and honesty.
Promoting equality of opportunity
We recognise that some groups commonly experience poorer access to employment, have fewer training opportunities and are under-represented in the workforce, particularly at senior level. In addition, we know that not all groups have the same access to services and their experiences of receiving services may be poorer. We believe that in order to level the playing field we may need to treat people differently to help them have the same chance to take part in employment and service opportunities.
Promoting inclusive communities
We believe a cohesive community is one where people feel they belong, where their lives are appreciated and valued, people have similar life opportunities and strong and positive relationships develop between people who are from different backgrounds.
Reducing disadvantage and exclusion
We will fund initiatives that deal with the causes of disadvantage and exclusion, and target our money on initiatives that promote inclusion of groups at greatest risk of being disadvantaged and excluded. Our understanding of what “disadvantaged” and “excluded” mean will take into account such factors as people’s experience of discrimination.
"These young people are our future aspiring athletes and potentially our future Olympians, and this event is an amazing opportunity for these young athletes to compete on a much bigger scale than some of them are used to."
Amy Williams, Gold Medallist at the Vancouver 2010 Winter Olympic Games – Skeleton Bob

The Big Sing
On 21st June 2011 at Watergate Bay, Cornwall, over 300 participants and 400 attendees took part in The Big Sing. The Works and KEAP had worked together on a similar event in 2010 and wanted to expand this event for 2011, bringing in new elements of dance and beach workshops.
Seven primary schools had each participated in two half-day dance workshops in advance of the main event. On the day, in dance, art, film-making and beach safety workshops and performed their pieces to each other. The evening saw nine choirs from across Cornwall, and one brass band, performing songs from their own repertoire to a delighted crowd and Cornwall Youth Dance Company performed two dance pieces specifically commissioned for The Big Sing. The evening culminated in a massed choir and audience singing of Nick Darke’s ‘The Lobster Song’ and Trelawney.
All of the dance activity was very successful and the performances were enjoyed by the audience, and the experience of creating the dance and performing on the beach produced dance of a very high standard. This was the first time since 2004 that Watergate Bay Hotel had become involved in a non-profit, community event and it really helped them deliver on their corporate social responsibility agenda.
The event engaged with community with volunteers helping out on the day with stewarding, assisting in workshops and with the public collection.
“It was a fantastic experience to make and perform in such an amazing place, it felt like the space was a part of the piece. There was a great atmosphere from the crowd”
Big Sing Participant

The Experience of a Young Producer
Blaze is an ambitious youth-led culture and sport programme for Lancashire, Blackpool and the Fylde Coast, part of WE PLAY, a Legacy Trust UK funded initiative. Liam Roseden is one of many participants who have been involved in Blaze projects.
Liam is a member of the Fuse Youth Theatre Group in Nelson, Lancashire where he takes part in youth theatre and assists with sessions for younger children. In his spare time, Liam writes stories and scripts and has an interest in working in the creative arts. He’s just started studying for his GCSEs, and eventually wants to be the first member of his family to go to university.
In summer 2010 Liam took part in The Big Game. This project saw Fuse work with artist Tom Russotti, who came over from New York as an artist in residence, supporting the group to develop a sports day themed piece of interactive performance.
Members of the group were involved as ‘young producers’, interviewing and selecting the artist via a Skype video link, devising the piece, creating characters and costumes, and making decisions about venues, marketing and planning.
Liam has also worked with Blaze as an ambassador, speaking about The Big Game at the Blaze launch event and representing Blaze at other events. Liam feels that Blaze is improving his understanding of careers and helping to develop the skills he will need in the future: “It’s giving us opportunities already – we had the interviewing, talking with the artists we were going to work with, discussing what we were going to do. So it has actually trained us for the business world out there already, because that’s what artists have to do every day.” Liam will continue working with Blaze between now and 2012.
“...It has actually trained us for the business world out there already, because that’s what artists have to do every day.”
Liam Roseden, Blaze Ambassador, North West

Olympic Legacy: Jordan Clarke

At the age of eight Jordan Clarke underwent a liver transplant. Since his major operation he has continued to raise a huge amount of money for charity. Jordan’s extraordinary charity work has helped Birmingham Children’s Hospital, the Children’s Liver Disease Foundation and the Teenage Cancer Trust. Jordan is now sixteen years old and to this date has raised over £12,000 and still continues his work.

Jordan hopes to inspire others with his story and dreams of becoming a doctor, after being inspired by the doctors who helped cure him. Jordan wants to defy the idea that if you go under a serious operation that it restricts you for the rest of your life. As well as attending Bridgnorth Endowed School, Jordan is involved with the local theatre group and also as a part-time job, where he is a great part of both teams.

On the 30th May 2012, Jordan carried the Olympic torch through the town of Broseley, Shropshire. Coca-Cola, who helped fund his equipment, as well as 1,300 other torchbearers, sponsored him. “These inspirational people will have the once in a lifetime experience of carrying the Olympic Flame as it travels around the country, in celebration of the positive contributions they make to their communities” Coca-Cola stated. Coca-Cola is the longest continuous supporter of the Olympic Movement. Lloyds TSB, BMW, BT, British Airways, Adidas, BP and EDF were the official Olympic partners for the London 2012 Olympics, and alongside Coca-Cola they helped make London 2012 an Olympic Game to remember.

Jordan has completed two annual Bridgnorth Walks, where on both occasions has won the prize for the most sponsor money raised. Recently Jordan raised over £6000 at the local golf club for the Children’s Liver Disease Foundation. Jordan continues to raise money for charity and also enjoys wrestling as a sport as well his acting.

The Cultural Legacy of London 2012
With the establishment of a Cultural Olympiad, there is an opportunity to expand the legacy of the Games and demonstrate that the Olympics and Paralympics have provided a platform for far more than just the advancement of elite sport or economic regeneration.
When historians look back at these Games, they will see the most extensive commitment to nationalise an event that is often considered city-based. This may have been the most important way in which London 2012 has contributed to keeping the Olympic movement ‘moving’, as claimed in its original bid vision for the Cultural Olympiad. The work has committed to developing a common vision that is informed by local populations and thus relevant to a specific community at a specific time, while connecting with the universal and timeless aspirations of a world class event embedded in a genuinely international network and over 120 years of history.
In closing, it is salient to note that, in a time of cuts across all public sector departments within the UK, the long term legacy and contribution of art and culture to wider economic and social agendas cannot easily be overlooked or misunderstood. In part this is because understanding the broader cultural economy that underpins Britain’s brand as a world-class creative nation is considered beyond simple economic indicators. With this report, there can be no question that the Cultural Olympiad has provided a lasting platform for culture and arts programming while advancing complex cross-sector and UK-wide collaborations.
 “The impact of such interactions will be felt for years to come.”
Lord Coe

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