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Study Report for the Creation of the Beijing Olympic Education Activity Brand



Study Report for the Creation of the Beijing Olympic Education Activity Brand

 
After the Beijing Olympic Games, the public attention towards the Olympic Games generally decreased. The environment of Olympic education has been greatly changed both externally and internally, making it difficult to carry on the sustainable development of Olympic education. This report, by studying and analyzing the domestic and International Olympic education experience, and the actual situation in Beijing, discusses the creation of a brand of Beijing Olympic education activities, in order to promote the sustainable development of Beijing’s Olympic education.
I. On the building of the Olympic education brand
1. Meaning of the Olympic education activity brand 
The Olympic education activity brand refers to the public recognition of the concept, goal, content, form, meaning, value, etc., which are created during the original Olympic education activities. It directly reflects the school's cultural spirit and the quality of education activities. The creation of the Olympic education brand involves studying and identifying the activities of Olympic education that have potential to become a brand. The brand should have three basic elements: 1) influence, i.e., the symbols and identifications distinct from other activities that are given to the brand name, which must have sufficient explanatory power; 2) model, i.e. pre-evaluating the effects of activities and assessing the possibility of being well received by the public, particularly primary and secondary school teachers and students; and 3) expansion, i.e., brand is attractive enough, which can produce a "snowball" effect and drive the surrounding groups to join and thus achieve the purpose of the promotion.
2. Necessity and possibility of establishing the Olympic education brands
Education is the starting point and ultimate goal of the Olympics, and is essential for promoting the healthy growth and all-around development of young people. Olympic education is a regular practice in Olympic host cities and countries, and a lot of experience has been accumulated, providing good examples for Beijing to follow. In addition, during the Olympic Games, 200 model schools in Beijing and 210 schools under the "Heart-to-Heart Partnership" Project in the capital city  carried out Olympic education, which has laid a solid foundation for brand building. In particular, the series of Olympic activities known as “I exercise, so I’m happy and healthy”, that started since 2010, help to carry forward the Olympic spirit, inherit Olympic legacy, promote the quality of school education, boost the comprehensive development of students, as well as drive the creation of the Olympic education brand.
II. Creation and promotion of the Olympic education activities brand in Beijing
(I) "Heart-to-Heart Partnership" Project for Olympic host cities
The theme of the Project is “Multiculturalism and the messenger of peace”. The objective is to better adapt adolescents to the globalization of social communication, to advance future cooperation through differing experiences and international education activities, to cultivate residents of a "global village" with international vision and a sense of world citizenship, and to promote world peace and development. Its core values lie in the highlighting of mutual respect, teamwork and unity, and developing modern citizens who will face the future with a sense of responsibility.
1. Description of "Heart-to-Heart Partnership" Project for Olympic host cities  
The project receives its name through the joining of the current Olympic host city with Beijing, such as the "London-Beijing ' Heart-to-Heart Partnership ' Project". Not only can two Olympic host cities be paired, but two cities can each pair with multiple international members of the Olympic communication network. Any school under the "Heart-to-Heart Partnership" Project of each city can pair with multiple Olympic members through its related city to establish sistership with many schools and achieve a "one-to-many" or "one-to-one" relationship. In terms of the activity content, the focus will be on history, cultures, languages, and the customs of different host cities and countries (or regions), to offer an opportunity to gain knowledge of their differences in race, religion and politics. Olympic events can be communicated to the paired cities through the sports delegations of their respective Olympic countries (regions). Through the creation of “sisterships”, the schools of different countries (or regions) can cooperate in the communication and relationship of culture and education. At least one large-scale communication event of a ceremonial nature shall be organized once a year, including the opening ceremony, sports games, art show, " Heart-to-Heart Partnership " songs, Olympic Postcard exchanges, etc. in the Beijing Olympic Park.
2. Implementation of "Heart-to-Heart Partnership" Project in the Olympic host cities
The Beijing Olympic City Development Association and the Beijing Olympic Education Research Commission will jointly organize the implementation of the project with support from the Beijing Municipal Commission of Education and the Beijing Municipal Sports Bureau. The participants are mainly the 210 schools with overseas sisters of the Beijing Olympic circle, and any school in Beijing who wants to develop the foreign relations can apply for participation. The schools shall assume the regular expenses of the Project. The expenses for organizing large ceremonial events have been suggested to be paid for by the Beijing Olympic City Development Association in the form of annual special funds with fixed amount.
(II) "Olympic Education Program" Project of the Olympic Park
The project is themed “Knowledge, sports and health” with the aim of encouraging teenagers to know better about the Olympic Games, participate in sports, experience the passion and joy brought about by sports, have a healthy lifestyle, enjoy a healthy physical and mental state, as well as promoting good social adaptability. The core values lie in the planned Olympic education activities, highlighting the nature of mass participation in sports, promoting fair competition, team cooperation, and the pursuit of excellence in the spirit of the Olympic Games.
1. Description of "Olympic Education Program" Project of the Olympic Park
Recently, two theme activities, a supporting activity and an experimental activity have been launched. The two theme activities are "Group competitive rope skipping" and a "Small Marathon of Olympic Park"; the supporting activity is a "Volunteer service education program"; and the experimental activity is: "Football under the new rules and moving protection facilities". When the time is ripe, other activities will be included to cover more products for a brand of the Beijing Olympic Education.
(1) Theme Activity 1: “Group competitive rope skipping”
Group competitive rope skipping is a convenient and collective sport requiring cooperation. It is an especially good for fitness, and is deeply loved by students. In the organizational form, it can be divided into three levels. First of all, it can be organized for classes in the schools, and then competitions can be held between classes and grades; secondly, 1-3 teams can be selected from each school to participate in interscholastic competitions on behalf of the school. Venues can be either determined by schools after consultation or can be provided by the Olympic Park. Lastly, the final between the schools at the district (county) and municipal levels can be held in the Olympic Park. At the same time, the managers of the Olympic Park can organize the related training for physical education teachers, study and formulate the relevant rules and methods of the game, employ teachers to teach group skipping techniques, or choose from some kinds of group skipping as seen at schools to spread it throughout the whole city.
(2) Theme Activity 2: "Small Marathon of Olympic Park"
The "Small Marathon of Olympic Park" can exercise the students’ physique and forge their willpower. At the same time, it can also bolster the influences of the country’s first “National Fitness Demonstration Base" and unleash the "athletic charm" of Olympic Park.
The following specific competition systems will be adopted: ① collective competition: schools are the competition units, and all the scores of the participating students of a school will be summed up to define the  performance of the school; ② certificate system: the event organizers shall issue the collective certificates of participation and individual certificates to the participating schools and students; ③ annual tournament. Once a year, through a variety of means, primary and secondary schools and students in Beijing will be attracted, to persistently enlarge the participation and gradually develop a sports brand targeted at schools. 
(3) One supporting activity: the synchronization of volunteer education
The "Volunteer education program" will be organized and implemented by the schools participating in the "Group Competitive Rope Skipping" and the "Small Marathon of Olympic Park", which can be considered as the special activity serving the two theme activities. The content and organization can be flexibly arranged by the schools; For example, through the recruitment of volunteers, schools can encourage the students who are not directly involved in the two activities to assist with the drinking water supply, clothing storage, the organization of cheerleaders, environmental cleaning, contacting parents, etc., to reflect the Olympic spirit of mutual respect, unity and friendship, as well as reflecting the values of  volunteerism--care, mutual help, and dedication.
(4) One experimental activity: football under the new rules and moving protection facilities
"New rules" mainly refers to the rules of a 5-person football game, but with more flexibility. For example, the number of players, their gender, the time, and venue, etc. can be re-arranged after both sides consultation under the principle of “fair and equal”.
"Moving protection facilities": according to the needs of a game, an entire venue is temporarily separated into some small venues, with simple protective barriers as a defense to avoid mutual interference between multiple games. It features a simple installation, convenient assembly and disassembly, convenient carrying, and allows for the full, efficient use of the venue. The experimental activity “Football under the new rules and moving protection facilities" establishes a football competition system with classes and schools as participating units (including scoring and reward systems). The Olympic Park develops specific plans for activities, and schools will organize students to participate in the activities according to the calendar of events.
2. Implementation of "Olympic Education Program" Project of Olympic Park
Managers of Olympic Park make the annual Olympic Education Program and are responsible for its organization and implementation, including setting of activities, goals, content arrangement, rulemaking, venues, and personnel management. The Olympic Park provides schools with a Guide to the Olympic Education Activities. Eligible participants are mainly adolescents from Beijing. Based on the needs of activities, schools and students outside of Beijing can be organized for participation and parents and community members can join the project together. Also, Chinese and foreign members involved in the "Heart-to-Heart Partnership" Project of Olympic host cities can also be invited. The supporting units include the Beijing Municipal Commission of Education, the Beijing Municipal Administration of Cultural Heritage and the Beijing Olympic City Development Association. The Olympic Park and the “Social Education” management department of the Beijing Municipal Commission of Education jointly formulated the specific steps and activities scheduled. The expenses for the Project can be covered by the fiscal department of Beijing if the relevant application is approved. In addition to the students’ activity fees, for the first two or three years the training, use of necessary facilities, and equipment costs shall also be included.
(III) Promotion of the Beijing Olympic education activity brand
The official website of the Beijing Olympic City Development Association should play a positive leading role by publishing real-time information, executing schemes, and relaying experiences and academic research information through the establishment of special subjects. At the same time, the advantages of the Beijing Olympic City Development Association should be brought into play, with the integration of various resources, to promote the Beijing Olympic education brand to the world. In addition, the website of the Beijing Olympic Education brand by the Beijing Municipal Commission of Education, the website of Olympic Park as well as the future Olympic Museum should also provide support to the branding and publicity.
III. Issues to be paid attention to for the creation of the Beijing Olympic education activity brand
The creation, formation and consolidation of the Olympic education brand cannot be accomplished with just one stroke; instead, it is a time-consuming process demanding great care. In content, it is open, fully inclusive, and equitable. All elements that are beneficial to the healthy growth of the students can be absorbed so as to enrich the brand content and form. In regards to the activities, "participation", "experience" and "exchange" are emphasized. Students can deepen their understanding and unify their knowledge and practice to highlight the brand image of the Beijing Olympic city. In terms of organization and implementation of Olympic education activity brand, private organizations should play a major role as a way to integrate social resources and to stimulate the internal driving force of Olympic education.

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