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Beactive Mojo MOBILE JOURNALIST GUIDELINES European Week of Sport #BeActive Mojo MOBILE JOURNALIST GUIDELINES European Week of Sport Upon request, the European Commission can provide further information and materials related to the Week to support #BeActive mojos. CONTACT: EWOS EAC-SPORT [email protected] or [email protected]. MOJO GUIDELINES TABLE OF CONTENT 1 INTRODUCTION 02 2 ABOUT THE WEEK 04 3 WHY MOBILE JOURNALISM 05 4 #BEACTIVE MOJO PROFILE 06 5 WORKING TOGETHER 07 6 EDITORIAL GUIDELINES 08 Mojo messaging Best practices Content to produce Hardware Social media tips Tips on filming and editing Apps for filming and editing 7 ANNEX 13 01 MOJO GUIDELINES Mobile journalists are telling riveting stories with little more than a smartphone in hand. Let’s get mojos on the move for #BeActive. TIBOR NAVRACSICS EUROPEAN COMMISSIONER FOR EDUCATION, CULTURE, YOUTH AND SPORT ABOUT THE WEEK The European Week of Sport aims to promote INTRODUCTION sport and physical activity across Europe, taking place annually from 23-30 September. The Week is for everyone, regardless of age, background or fitness level. With a focus on grassroots Since we began in 2015, the European Week of initiatives, it inspires Europeans to #BeActive Sport has engaged more than 10 million Europeans on a regular basis and creates opportunities in in over 15,000 #BeActive events in 31 countries. peoples’ everyday lives to exercise more. This year, we are expanding our reach and impact with a ‘mobile first’ strategy that integrates mobile The Week has five focus themes - sport in journalists – known as ‘mojos’ – into our campaign. education, workplaces, outdoors, sport clubs and fitness centres. INACTIVITY CRISIS This handbook provides national coordinators, for citizens across the continent. As amateur or The Week brings together 32 national partners and mojos with all the information professional journalists, videographers and coordinators from across Europe and over required to inspire and empower mojos to photographers, mojos can capture all the 35 partners from the sport movement. The The Week is the European Commission’s response to the inactivity become part of the #BeActive movement. inspirational #BeActive moments we want #BeActive campaign that promotes the crisis facing all Member States. The 2014 Eurobarometer shows Europe to see, read and hear. that engagement in sport and physical activity is at an all-time Mojos can play a key role in gathering real-time Week kicks off on Olympic Day (23 June), low in Europe. content and unlocking the European dimension For those involved in previous editions of which also celebrates healthy and active of the Week. Using just mobile devices, they the Week, this should come as a welcome lifestyles for people of all ages. In many Member States, this is a trend getting worse, not better. It is not just people’s health and well-being that suffers; it is our society and economy overall. have the power to inspire even more Europeans continuation of your excellent work at the This is a truly European initiative. The to get ‘on the move’ by sharing their local national, regional and local levels. We want involvement of national coordinators, European The World Health Organisation (WHO) has identified inactivity as the fourth leading #BeActive experiences on social media. to maximise the quantity, increase the quality, partners, national members and organisers risk factor for global mortality. Lack of exercise has been directly linked to several and boost the speed of the content you deliver is essential to the success of the Week. types of cancer, diabetes, and cardio-vascular diseases. With photos from school sport festivals to as we strive to promote sport and physical live interview streams with #BeActive am- activity across Europe. A 2015 study by the Centre for Economics and Business Research estimates that bassadors, mojos can bring #BeActive to life inactivity kills half a million Europeans and generates over 80 billion EUR in healthcare costs each year. #BeActive is part of the European Commission’s response to these alarming trends. 02 03 MOJO GUIDELINES #BEACTIVE MOJO PROFILE Mojos should have experience in using mobile devices for content WHY MOBILE JOURNALISM? creation and dissemination. This includes photo and video recording and editing skills, good Promoting authentic, emotional and inspiring stories is at knowledge of different social the heart of getting more people to #BeActive, and mojos media channels, familiarity are key to delivering on it. with different mobile apps, Mobile journalists gather, edit and publish With high-tech cameras and the latest apps, as well as experience with stories using only a mobile phone or tablet. They mojos can produce high-quality content on the go live streaming. are now an integral part of journalistic practice, with relative ease. This includes photos, videos, especially during live and breaking news events. text, GIFs and more. Using live streams, they Experienced mojos can quickly report and While it once took an entire crew to capture a can share content in real time. edit narratives in pictures, GIFs, sound bites moment, today all it takes is a mobile device. and video to tell inspiring stories with diverse While technical skill is vital, #BeActive mojos can create content for National appeal. Mojos should be able to complete so is passion for the subject Coordinating Bodies (NCBs) and partners, the whole content production process from and for the #BeActive website and social planning to publishing. and motivation to succeed. BENEFITS OF MOBILE JOURNALISM media accounts. Using their content, you can generate grassroots support for #BeActive in Possible mojo profiles include: your country as well as create visibility for Increase the visibility of your events and activities your activities at the European level. While technical skill is vital, so is passion for on national and European levels. Social media managers passionate about storytelling; the subject and motivation to succeed. That Produce real-time, journalistic content at low cost National coordinators and partners have is why we encourage embracing amateur unique stories to tell about the events and Online influencers; mojos too. While not always technically Tell authentic and local stories that capture activities in your country. #BeActive mojos Reporters skilled in digital media; perfect, they may approach stories in a fresh, the essence of the Week can be your eyes, ears and voice to deliver new way that can generate even more likes, these stories. Motivated members in your views and shares. Maximise audience engagement network/organisation. 04 05 MOJO GUIDELINES WORKING TOGETHER #BEACTIVE MOJOS CONTACT US IN ADVANCE at regional and local level Before work begins, the central editorial If you are organising several events team needs some important information. The #BeActive editorial throughout the country, consider Please send [email protected] the team will serve as the #BEACTIVE MOJOS working with multiple mojos who can information below. at the European level cover regions or cities. central, campaign hub Designated contacts at NCBs and partner REPORTING SCHEDULE responsible for gathering organisations should deliver new content to the when event takes place A European network of #BeActive and content delivered national content and mojos consists of all mobile central team for dissemination to take place. disseminating it on official journalist reporting from TYPE OF CONTENT #BeActive events throughout photos, videos, etc. campaign channels (the Europe. The network facilitates #BeActive website and the dissemination of local content SOCIAL MEDIA CHANNELS social media channels). on the European level. NAME AND DETAILS OF CONTACT PERSON #BEACTIVE MOJOS at the national level MOJOS: We encourage you to identify at least one #BeActive mojo who will report on the national events Join the closed Facebook group to share during the Week. your work and ideas with social media and communication experts. 06 06 07 MOJO GUIDELINES A #BeActive society is healthy, happy and inclusive. EDITORIAL GUIDELINES Don’t… Content from mojos should reflect #BeActive values while maintaining the editorial standards of the Week. While content should be people-focused and inspiring, it must remain accurate and protect the credibility of the #BeActive brand. #BEACTIVE INSPIRES PEOPLE MOJO MESSAGING TO BE MORE ACTIVE BEST PRACTICES The #BeActive brand inspires Europeans to exercise more during their everyday lives. Mojos can amplify #BeActive messages by Reporting may take on a more personal #BEACTIVE PROMOTES tone, adding an important personal integrating them into speaking points or text in RESPECT AND FAIR PLAY social media posts. touch that helps to build the #BeActive Sport activities help create friendships, and movement. Nevertheless, they should still: The overarching message of the week: teach us respect. 1 Deliver reliable and unbiased content A #BeActive society is healthy, #BEACTIVE BRINGS in line with the #BeActive messages; PEOPLE TOGETHER happy and inclusive. 2 Favour accuracy over speed; Sport and physical activity inspire and We have developed six sets of messages – one connect people. 3 Engage with social media followers for #BeActive in general, and five others for each rather than talk at them; focus theme (education, workplace, outdoors, #BEACTIVE STRENGTHENS 4 Make content clear and concise sport clubs, and fitness centres). See the annex COMMUNITIES (understandable for non-native readers); for a list of all messages. Sport activities can play a powerful
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