Gameplan
Reframing
The benefits of big events are often framed within the event itself, with a short-term focus on spectacle, celebration and tourism. Framed this way, local benefits are often presented in economic terms, such as boosting economic growth through visitor spending; or social legacy through the regeneration of the local area; or a campaign to try to get people to be more active. In adopting this approach, the event is framed as the centrepiece and any economic or social benefits are an inevitable byproduct. Although this approach involves local communities, it does not put them at the centre.
Work with local people to first understand and then reframe their issues.
Put the community in the frame
Event Decentring offers an alternative approach which reframes event strategies to meet community goals. This approach puts communities at the heart of event strategies and recognises that local communities remain long after the event has taken place. This is particularly important for developing a sustainable event portfolio strategy where local support is repeatedly needed over time. If local communities cannot see any benefit from their involvement, their willingness to support will decline, as will opportunities for generating positive social impact.
A different frame of mind
Using Event Decentring , take a different perspective on how event benefits are framed and communicated to local communities. ‘Frames’ are a written or visual way to present an event to gain support from a general or targeted audience. For example, the Olympics could be framed as either a global celebration or political statement to promote a destination. Similarly, a community physical activity class could be framed as an ‘obesity boot camp’ or alternatively as a ‘community feel good night’. Framing is important, as it creates powerful mental images that can activate good or bad behaviours.
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