Proyecto Memos XII CEVillegasE

Faculté des sciences du sport,

Université de Poitiers, France

MASTER EXECUTIF EN MANAGEMENT DES ORGANISATIONS SPORTIVES EXECUTIVE MASTERS IN SPORTS ORGANISATION MANAGEMENT

MEMOS XII 2008-2009

“Sport as the domain for Social Responsibility programs” Author: Carlos Eduardo Villegas Estrada Colombia

Project Tutor: Joan Riera Professor at the Institut Nacional d’Educació Física de Catalunya in Barcelona (INEFC)

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Table of Contents 1

2

Introduction: .....................................................................2 1.1

Presentation of the problem: ............................................. 2

1.2

Reasons for the choice: ..................................................... 2

1.3

Research aims: ................................................................ 3

1.4

Research questions addressed: .......................................... 3

Review of relevant research literature: ..............................4 2.1

3

Health: ........................................................................... 4

Theoretical framework: ......................................................9 3.1

The social dimension of sport: ........................................... 9

3.2

Social Responsibility: ...................................................... 10

3.3

Corporate Social Responsibility –CSR-: ............................. 10

3.4

Social Responsibility in Sports –SRS-: ............................... 10

3.5

Social Responsibility and the Olympic Movement: ............... 12

3.6

Social responsibility and the Colombian Society: ................ 13

3.7

The ISO 2600 for Social Responsibility: ............................. 14

4

Methodological procedures: .............................................15

5

Presentation of the results obtained: ............................... 16

6

Conclusions and Implementation: ....................................35 6.1

Identify Project Opportunities: ......................................... 38

6.2

Get together the different Stakeholders: ........................... 39

6.3

Identify Resources: ........................................................ 39

6.4

Definition of Target Groups: ............................................ 41

6.5

Implementation of projects: ............................................ 42

6.6

Chronogram of activities: ................................................ 43

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Bibliography: ...................................................................44

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References: ......................................................................48

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Appendixes: .....................................................................50

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1 Introduction: As the sport industry impact on society is growing to a level never imagined before, and social consequences from the armed conflict in Colombia grow fast as well, it is time for the Sport Social Responsibility concept to ―come to the plate‖.

1.1 Presentation of the problem: Colombia is a great country full of contrasts with complex social problems due to a forty-five year social armed conflict. Since the conflict is ending, we have the obligation to contribute to repair the social grid; the sport industry, (sport for all, physical education, culture, recreation, the use of free time, and high performance in sports) and the entertainment industry in general, must be used as effective ―weapons‖ to rebuilt society.

The Colombian Sport Aid Foundation –SAF- founded in 1983, was about to disappear because of a poor management and lack of strategic planning. An innovative leadership is required to redesign the Foundation, in a way that it can contribute to the social and economic development of the new country and its people.

1.2 Reasons for the choice: We have been blessed by God, to the point that we are having this MEMOS experience; we can´t do less than to try to pay something back to society and to those less fortunate. That is why, in an effort to act socially responsible this project has to be developed.

Education, health, social and economic development and peace can be achieved thru the promotion of the values of sport and the principles of the Olympism. National pride, massive communication and care for the environment can also be associated with sports and culture.

Organizations such as the SAF, which are private and non-for profit are likely to be more effective and efficient than bureaucratic public entities. That is why, there is a unique opportunity to contribute to the sustainable development of Colombia taking advantage of sports, as a domain for social bonding.

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1.3 Research aims: Since this research project turned out to be a real life project for the author, the following ambitious aims have been set: To link the concept of Social Responsibility to Sport; To present a diagnosis of the social situation associated to the armed conflict in Colombia; To identify and develop programs to attend the millions of victims left by the conflict, to heal the burdens of the social conflict in order to restore the social grid; To formulate the projects that need to be developed to work with the population affected; Try to find possible sources of founding to start implementing projects.

1.4 Research questions addressed: How can we contribute to restore the social grid in Colombia, applying the Social Responsibility principles?

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2 Review of relevant research literature: After reviewing the relevant research literature and confronting the views and interest of the major stakeholder in Colombia, five major areas of potential work development had been identified: Health, Education, Sustainable Social and Economic Development, Peace and the Environment.

2.1 Health: According to the World Health Organization WHO- Regular physical activity – such as walking, cycling, or dancing – have significant benefits for health. For instance, it can reduce the risk of cardiovascular disease, diabetes and osteoporosis, play a role in the treatment of obesity and other health-related disorders, and promote psychological well-being. In an ageing society physical activity can have a positive impact on the health of the elderly. According to WHO-, everyone should engage in at least 30 minutes of moderate physical activity every day.

Physical inactivity, (a lack of physical activity) is an independent risk factor for chronic diseases, and overall is estimated to cause 1.9 million deaths globally every year. Lack of physical activity and the occurrence of overweight and obesity have become a major societal problem. It is estimated that obesity accounts for up to 7% of European Union health care costs.1 One third of the 40 million people leaving with HIV in the world are young people under 25, many of whom are involved in sports, either as spectators or participants. The sports community is a key partner in reaching out to young men and women, whether in their village or town, or globally.2 As an integral part of basic education, sport supports mental and physical health and instills in people the discipline of physical activity.

It can be a useful platform for preventive and peer education against HIV and AIDS and other major illnesses affecting populations and high-risk health groups. It reaches out to young people of all social groups.3 In Colombia, the health coverage and quality system in Colombia is characterized for enormous regional disparities; 49 percent of the population does not have access to basic health services; in rural areas, this is 60 percent or more.4 The health related priorities in

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Colombia are: Reduce mortality in children under-5, Improve sexual and reproductive health, Fight high-impact communicable diseases, and ensure environmental sustainability.

The displaced population is particularly vulnerable to health-related challenges, as intensifying conflict erodes progress in health care. The most common diseases, suffer, especially by children are: dehydration, chronic malnutrition, anemia, viral diseases, malaria, hemorrhagic dengue and respiratory problems. UNICEF reports that half of all child deaths in Colombia result from preventable or treatable diseases.5 The average infant mortality rate in Colombia is estimated at a total of 19.51 deaths/1,000 live births.6 There are approximately 211.000 people living with HIV/AIDS in Colombia; however, it is estimated that for every registered case, seven more are not registered. It is estimated that the per capita recorded alcohol consumption (liters of pure alcohol) among adults (>=15 years) is 5.7.7

2.2. Education: Sport and physical education teach essential values and experiences for life; also report psychological benefits like depression reduction, improve the children’s ability to learn, increase concentration and assistance to school. Children learn better when they are having fun and been active; therefore, physical education has to be an integral component of the quality education.

Sport can help in a number of ways in the education and training of children, young people and adults. Alongside the purely physical aspects, the social and educational values of sport also play an essential role, e.g. learning to be part of a team and to accept the principle of fair play.8 In Colombia, 500,000 school-age children do not enroll in elementary school each year, and about 3 million children aged 14 to 17, or over 10 % of the population under age 18, are not in school.9 The growing dropout rate and expanding presence of students too old for their grade levels is attributed to poor quality education and the disruptive effects of armed conflict, forced displacement and economic hardship. Those children who are able to attend school may suffer from stress, depression and inability to concentrate due to the impact of conflict.10

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2.3. Social and Economic Development: Sport can support local economic development and create jobs though the numerous income-generating activities that are linked to its practice. The vast network sport organisations and stakeholders, like, Federations, Associations, Leagues, and Clubs across the world contributes to making sport the most important area of voluntary activity and provides a fertile ground for social inclusion.

Sport also conveys positive messages and influences behavior, just as it can promote self-esteem and interpersonal skills among people, especially young people and women. It can fight discrimination and raise awareness about women's rights and issues, as well as enable communities at odds to build bridges among themselves. It helps the healing process in populations overcoming trauma and brings joy and fun to brighten up their lives. It can alleviate the negative effects of poverty. ―There is no doubt that the Olympic Games leave an increasingly positive legacy in terms of sustainable social and economic development for the host city and the country at large. But beyond this, the Olympic Games, which generate major resources and gather together the best athletes in the world every two years, are supported daily by all kinds of initiatives to develop sport at grassroots level throughout the world and to promote the values of solidarity, peace and human dignity which sport can channel.‖11

2.4. Peace: "A few months after the black September that reduced our country to ashes, a football match took place. A soccer field with goal posts but no nets, with pot holes five times the size of a ball visible everywhere, saw a huge crowd gathering to watch their elected spectacle. The atmosphere cleared from then on. The country became alive and veered to a new direction. It was the magic of sport in action."12 Colombia has endured a turbulent history for more than 50 years; half of the population lives in poverty; the main victims of this internal conflict are women and families; almost 60% of displaced women have no jobs or source of income and their children have minimum access to education.13

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Internal Displacement Persons –IDP´s: Displacement in Colombia is ―the other war behind the war,‖ with at least 2.5 million internally displaced persons (IDPs), the U.S. Committee for Refugees (USCR) estimate that Colombia has the second-highest population of IDPs in the world, following only Sudan. Colombian government, UN and NGO sources indicate that children and youth comprise approximately 48 to 55 percent of the internally displaced population.14 Reintegration of demobilized people: It is a natural cause in favor of peace. More than fifty thousand Colombians have returned to their place within society, laying down their weapons in order to cast their lot with the reintegration process; so far in this decade the number of people abandoning illegal armed groups has surpassed all expectations. This sets a stage that holds great promise for achieving lasting peace in the country.

Mutilated people, victims of mines and explosive remnants of war: The total of victims reported in the period from 1990 were: 78% (6.037) were wounded, (732) of them are children; and 22% (1.737) were killed. Of the 2.701 civilians affected, 2.129 (79%) were wounded y 572 (21%) were killed. Of the 5.073 members of the Armed Forces affected, 3.908 (77%) were wounded and 1.165 (23%) were killed. Between January and may of 2009, 71 civilians and 164 military have been wounded; and 11 civilians and 28 militaries have been killed.15 Refugees: The USCR estimated in 2002 that between 175,00 and 220,000 Colombians are living as refugees or in refugee-like circumstances, including approximately 75,000 in Ecuador; 50,000 to 75,000 in Venezuela; 20,000 to 50,000 in Costa Rica; and more than 20,000 in Panama.16 Afro-Colombian and Indigenous Populations: The Afro-Colombian and indigenous populations are severely impacted by the violence engulfing the country. Both groups are among Colombia’s poorest citizens and most vulnerable, even apart from the ravages of war.

Child Labor: There are clear links between the conflict and child labor.

In Colombia, much of the child labor falls within the framework of the worst forms of child labor according to the International Labor

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Organization Convention 182.13. Approximately 2.5 million to 2.7 million Colombian children are involved in child labor.17 Children Forced into Commercial Sex Work: As RHRC explains that the increase in the number of children forced or coerced into commercial sexual work, is directly linked to the culture of violence and poverty resulting from armed conflict. Estimates range from 20,000 to 35,000 children forced into sexual work across Colombia, with between 5,000 and 10,000 girls and 1,000 boys working as prostitutes in Bogotรก alone.18 Street Children and Social Cleansing: An estimated 15,000 to 30,000 children are living on the streets in Colombia, according to various sources. Government sources indicate that 40 percent of the 12,000 to 13,000 people living on the streets in Bogotรก are children. Violence is a primary cause for children ending up on the streets in Colombia, particularly in the countryside and in poorer city neighborhoods.19 Child Recruitment and Deployment: Estimates range from 11,000 to 14,000 child soldiers associated with armed groups throughout Colombia, placing Colombia fourth in the world for the highest use of child soldiers, following Myanmar, Liberia and the Democratic Republic of Congo.15 Poverty also forces children onto the streets, in an attempt to aid their families.

2.5. Environment: Contribute to mitigate global climate change problems, and promote the use of new, clean affordable alternative energies as a means to foster sustainable development.

In Colombia, deforestation; soil and water quality damage from overuse of pesticides; air pollution, especially in Bogota, from vehicle emissions. Participants in the country's armed conflict have also contributed to the pollution of the environment. Illegal armed groups have deforested large areas of land to plant illegal crops, with an estimated 99,000 hectares used for the cultivation of coca in 2007,20 while in response the government have fumigated these crops using hazardous chemicals. Insurgents have also destroyed oil pipelines creating major ecological disasters.

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3 Theoretical framework: 3.1 The social dimension of sport: The role and the importance of sport industry and entertainment and the values they develop, are becoming more relevant in our society today. Sport is one of the most powerful areas of human dimension that most concern to people and bring them together creating spaces that go beyond cultural, social, racial, gender and religious barriers.

Sport is recognized today as a good instrument to promote peace, to fight against discrimination or to facilitate integration and equality through the values it promotes: team work and spirit, discipline, friendship, effort, self-control, respect for others, fair play, sticking to the rules, tolerance, solidarity, understanding, persistence, perseverance, honesty, integrity, reliability, coherence, consistency, self-confidence, social inclusion, cooperation, leadership, citizenship, learn how to win and lose, share, communication, value of effort, dialog, integration, sacrifice, conflict resolution, auto stem, etc.

There is a wide variety of reasons for people to ―consume‖ sports; the relevance that sport has into today’s society inevitably attracts sponsors and media, surrounding it by many economical interests: sport has definitely become one of the new players of modern national and international markets.21 Indeed, the idea of combining sport and development is not a new one. The founder of the IOC and reviver of the modern Olympic Games, Pierre de Coubertin, was already in his time a strong advocate of international cooperation and of the social and human values of sport.22 Negative aspects of sport: Doping is perhaps the most important threat to sports today, not only affecting negatively its image but compromising the principle of open and equal competition among athletes. Large amounts of resources are devoted to fight this problem, especially at professional level.

Terrorism and violence associated with sport is the other single treat affecting the development of sport today. Since the Olympic games, for instance, focus the attention of the entire world every two years, it has become the perfect target for terrorism acts and social demonstrations.

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3.2 Social Responsibility: Social responsibility might be defined as an ethical or ideological theory where a voluntary decision is made to give something back to society; it may be a personal decision or be part of a strategy whether it is a governmental organisation or a private corporation.

However, social responsibility is not only the obligation of an organisation`s management to take a proactive attitude and make decisions that will benefit the surrounding society, but also to enhance the welfare and interests of the internal members of the association itself.

As we look at today's society, the economic and social effects of globalization, the increasing socio-economic gap, and the degradation of the environment, there is a generalized requirement of society for organizations in both, public and private sectors, to behave and act in a socially responsible way.

3.3 Corporate Social Responsibility –CSR-: CSR refers to the ethical obligation to improve society as a way to pay back the benefits they receive from it. Although there is no universal agreement, it is certain that many organizations today are becoming increasingly active and involved in addressing social issues.

Corporate Social Responsibility has two dimensions: the internal and the external; the first, refers to the internal laws and regulations for the well being of the employees and stakeholders, directly involved by the business environment, to improve the organisation’s competitive situation. The second dimension, deals with the impact on the surrounding human communities and physical environment.

3.4 Social Responsibility in Sports –SRS-: According to Steve Hemsley on his publication ―Corporate Social Responsibility and Sports Sponsorship‖, businesses are using sport more and more to fulfill their CSR obligations as they realize that linking it to sport can add value to the brand. Investment in grass roots has become a common box to tick the CSR objectives of forward thinking companies but it is not a cheap option and hard to measure and account for.23 SRS has also two dimensions, on the one hand the actions taken within the sport organization; and on the other hand, what the 10

organization can offer to other surrounding organisations to achieve their social responsibility goals. Examples of Sport Social Responsibility projects are: Investment in grass roots, Reduce the global environmental impact of sporting events; For manufactures of sporting goods, what materials they are made of, and what type of conditions they are manufactured in; Responsibility to employees, athletes, coaches, judges and all the stakeholders related to the organisation, adequate workplace conditions; Protecting the freedom of association among sports stakeholders; Respect and promote the Olympic values and principles; Participation in charitable programs The area of social responsibility, philanthropy and entrepreneurship in sports remains a relatively unexplored research area; that is why the Journal of Management & Organization is preparing a Special Issue (Volume 16 Issue 4 September 2010) to focus on Social responsibility and philanthropy that have gained in significance for businesses worldwide but particularly for those in the sports industry. Some issues that they believe would fit well with this special issue are: The significance of social responsibility in the sports industry; Challenges and opportunities of philanthropy in sport management; Models of social responsibility, philanthropy and entrepreneurship that have been adapted in sport; Efforts to create and develop social responsibility, philanthropy and entrepreneurship in sport; Research agenda and theoretical frameworks that examine social responsibility, philanthropy and entrepreneurship in sport; Community initiatives and investment in sports and the influence of philanthropy in developing sport management; Community and economic development in sports and the impact this has on sports-related businesses; Business ethics and corporate governance in the sports industry;

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Environmental and sustainable development in sports and how this has impacted social responsibility; Global initiatives and financial accountability in sports.

3.5 Social Responsibility commitment of the Olympic Movement: The concept of Social Responsibility has been associated with Olympism for many years, as we can see on the following quotes from Jacques Rogge, President of the International Olympic Committee: "The IOC and the sports movement in general have a social responsibility - to provide access to sports practice, and in so doing to spread the values of sport to all sections of society."

“The Games are not only an important sports event, the dream and fulfillment of young athletes…but they also bring with them a social responsibility to ensure that the organizing cities leave a positive legacy.”

Social Responsibility finds its roots in the fundamental principles of Olympism: The 2nd. Principle of Olympism, found on The Olympic Charter, states: "The goal of Olympism is to place sport at the service of the harmonious development of man, with a view to promoting a peaceful society concerned with the preservation of human dignity".24 Based on this long-time commitment as a socially responsible Organisation, the IOC is engaged in sports development at grass-roots level aiming to both increase access to physical activity worldwide, and to improve social and human well-being at large.

The Torino 2006 Olympic Winter Games Organizing Committee – TOROG- prepared its own Corporate Social Responsibility Plan: ―The Olympic Games, as the unique universal event, represent not only a rather flexible channel of communication at the disposal of the world of businesses, but also a great development opportunity for the territory that hosts them, through a strong economic, social and environmental impact. It is obvious that greater care must be taken in planning and programming for the compatibility of sport events to

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environmental and social requirements in order to avoid unproductive costs passed on to the public, leaving instead a consistent legacy‖. 25 3.6 Social responsibility and the Colombian Society: Through the Presidential Program for reintegration of demobilized persons, the Colombian Government promotes the participation and involvement of public and private entities in the reintegration process in order to provide opportunities for work and professional growth to demobilized persons, their families, and the receiving communities.

One of the programs currently underway is the Time Bank,26 which objective is for individuals or companies to donate their time, talent, or knowledge to the High Council and to reintegration process participants. Donating time is an act of social responsibility and a simple and useful way of actively contributing to peace building.

The following are some of the entities that are working on social responsibility related issues:

The Chamber of Commerce: According to the Chamber of Commerce of the capital city of Bogotá27, the following are the Benefits of the Corporate Social Responsibility: Commercial: Improves public image and reputation; facilitates access to global markets; increases sales when differentiating products and services; anticipates tendencies; and fidelizes clients.

Labor: Facilitates recruitment of personnel of first level and retention of talents; generates relations of long term with work personnel; aligns individual expectations with those of the company.

Legal: Improves understanding of legal requirements and exigencies of regulators; reduces pressure of supervising agencies.

Financial: Increases confidence of shareholders; improves risk perception; facilitates access to financing; facilitates finding of strategic partners and attraction of investments.

The Colombian Center of Corporate Responsibility – CCRE: The Colombian Center of Corporate Responsibility – CCRE-28 (Centro Colombiano de Responsabilidad Empresarial) was established in 1994 13

by initiative and support of Fundacion Social and the Interamerican Foundation-IAF- under the name of Centro Colombiano de Filantropia.

The CCRE works in three major areas: Research and analysis in the field of Corporate Social Responsibility and Ethics Promotion of best Social Responsibility practices and topics related to CSR and ethics trough seminars, monthly bulletin, and special events Services to support companies and organizations in all their activities related to CSR and corporate ethics The National Federation of Organized Commerce –FENALCO-: (Federación Nacional de Comerciantes), has created a Social Responsibility Certificate for those commerce organisations committed to the socially responsibly programs, with the objective or incentive practices of SR, and recognized the entrepreneurs and institutions for their social commitment and with the environment. I have proposed them to create the Sport Social Responsibility Certificate for Sport Organizations working on socially responsibly programs.

3.7 The ISO 2600 for Social Responsibility: The social Responsibility issue is becoming that important that the International Organization for Standardization –ISO-, has decided to launch the development of an International Standard providing guidelines for social responsibility (SR) that will be published in 2010 as ISO 26000 and be voluntary to use. The guidance standard will aim to encourage voluntary commitment to social responsibility and will lead to common guidance on concepts, definitions and methods of evaluation.29

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4 Methodological procedures: The type of research was Applied, or analysis for management where the object of the exercise was to generate information, explanations, or theoretical frameworks, which directly inform management practice, targeting managers and other organizational stakeholders.30 The way the research was approached was Descriptive, since personal interviews and surveys were conducted with the various stakeholders; some Benchmarking against other similar Organisations was done as well.

The type of analysis and approach was dominantly Inductive, since the work began with specific observations and measures of different sport organisations, to finally end up developing some general conclusions.

Personal interviews: Conducted with key decision making Colombian officials and sport managers. The type of questions made to them was exploratory-inductive, since a personal and institutional view of a concrete issue is what was looked for.

Surveys: The survey shown at the Appendix is a comprehensive onepage form, with some multiple choice; closed-ended, fill in the blanks; and a final open, general question. This questionnaire gave a sense of what the Sport Federations believe and know about Social Responsibility.

Case studies: Examples of projects currently in place in Colombia and abroad that showcase a clear relationship between sports/culture and social development were analyzed in detail. Some of them are NGOs working on sports/cultural projects with victims of the conflict, like displaced families, orphans, widows and soldiers mutilate with war mines.

Benchmarking: Also will do some Benchmarking against other Foundations, like the German Sport Foundation that inspired the creation of the Colombian Sports Foundation, 25 years ago, that promote the use of sport/culture as a tool for social change and celebrate sporting excellence.

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5 Presentation of the results obtained: First, to provide evidence of the existing social problem in Colombia, it was presented using the most relevant statistics of the conflict during the past fifty years; and to prove the conviction that the conflict is coming to an end, it was supported with the latest facts.

The source for this data was the Government official figures as well as reports from Non Governmental Organisations –NOGs- as well as International Organizations like the United Nations and its different agencies. Then, the impact that sports industry has on our society was shown.

Finally, to design the strategy on how the Colombian Sports Aid Foundation can play a relevant role in the re construction of the social grid, many people involved in sports and culture will participate, according to their level of involvement. Some examples of primary data sources were:

5.1 Personal interviews: Conducted with key officials like the Director of the Colombian Sport Institute, Evert Bustamante; the President and Secretary General of the Colombian Olympic Committee, Baltazar Medina and Alberto Ferrer; the President of the Board of Directors of the Colombian Sport Aid Foundation, Guillermo Gonzalez, a former MEMOS participant, and several Presidents of National Sport Federations, specially the Soccer Federation, Luis Bedoya, who presented me to the MEMOS program The types of questions made to them were exploratory-inductive.

Considering that the time for this interviews was limited, focus on open question, going from general to particular was made as follow: 1. Is your Organisation familiar and/or involved with Social Responsibility Projects?

2. Do you believe that sports/culture can be a domain for Social Responsibility Programs?

3. Are you willing to contribute thru the Sports Aid Foundation to promote and implement social responsible programs?

4. From your position, and your interest what specific project would you like to be involved in the near future?

The interview with the director of the Institute of Sports was very interesting since he was once a member of the guerrilla, on the other side of the armed conflict. Since he demobilized and became part of 16

the government, he has been one of the leading supporters of the idea that sports and recreation programs are vital in the process of re building the social grid, and thus contributing to the social development in Colombia.

The Colombian Olympic Committee thru the President and the Secretary General was very receptive to the idea and is willing to work with the Sport National Federations to develop Social Responsibility projects.

The Board of Directors of the Sport Aid Foundation is committed to lead a series of initiatives and projects focusing on Social Responsibility programs using sport as a domain.

The National Soccer Federation is already working with an Global Organisation on a big impact social project in Colombia that is expected to be launched in the following few months.

5.2 Survey: The survey was sent, via internet (e-mail) to 35 sport organisations in Colombia, mainly National Sport Federations and in some cases were handed personally. A total of 15 responses were collected, which represent a 43% of response rate, that gives a good sense of where the sport organisations in Colombia are in the issue of Social Responsibility. The tabulation of the results of the survey conducted are the following: Are you familiar with the Theory of Social Responsibility?

YES

Está familiarizado con la teoría de la Responsabilidad Social?

60%

NO

40%

Is your sport organisation currently involved in any S.R. project?

Actualmente, su organización deportiva se encuentra vinculada a algún proyecto de

YES

responsabilidad social?

20%

NO

80%

With what area is more associated your Organisation?

De las siguientes áreas, con cuál cree que se identificaría más su organización deportiva?

Education

21%

Educación

Health

Desarrollo social

21%

Medio Ambiente

21%

Salud

Social Development

Environment Paz Peace

32%

Other Otra

5%

0%

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Are you interested in getting involved in social responsibility projects with other organisations in Colombia and abroad?

Le interesa a su organización deportiva vincularse con otras organizaciones en Colombia y el mundo para desarrollar proyectos de responsabilidad social?

100% YES

0% NO

How do you think your sport organisation can contribute with a social responsibility project?

Como cree Ud. que su organización deportiva podría contribuir a un programa de responsabilidad social; cual sería su aporte?

Some answers to this question were: “The Soccer Federation is willing to contribute to develop a serious Social Responsibility Program with a national coverage” “The Athletics Federation, even though has a social responsibility programs is having difficulties articulating the different stakeholders involved;” “The Moto Nautical Federation would like to promote the creation of grass roots programs with emphasis in the use of water as a means of development and in defense of the environment along with formation in values for the youngsters;” “The Weightlifting Federation would like to improve the quality of live of the families of the young talents to be role models and create a cleaner society without social prejudices;” “The Canoeing and Rowing Federation would like to resolve problems related to the conservation and protection of the environment, fight against contamination and destruction of ecosystems and integrate the human behavior with the live organisms systems;”

The survey called ―The citizens of the European Union and Sport Nov2004‖ was also analyzed.

5.3 Benchmarking, Socially Responsibly Programs: Among the governmental agencies, the most relevant that were contacted, and we are working with them are:  Presidency of Colombia, Agency for the Social Action and International Cooperation: (Agencia Presidencial para la Acciòn Social y la Cooperaciòn Internacional)

www.accionsocial.gov.co

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JUNTOS is the strategy that articulates the efforts of 17 Governmental agencies, compromised to 1.5 million families to surpass conditions of extreme poverty; in addition, is the most important mechanism for the Government to achieve the UN Millennium Development Goals. Led by National Department of Planning this inter sectarian commission is presided by the Minister of Social Protection.

The agency has developed the program ―Together (Juntos)‖, Net to overcome the extreme poverty (Red para la Superación de la Pobreza Extrema). The objective of the Program is for to the families to surpass poverty and improve live conditions thru nine major dimensions: 1. Identification, 2.

Income and Job, 3. Education, 4. Health, 5. Nutrition, 6. Habitability, 7. Family Dynamic, 8. Banking and Savings, and 9. Access to the Judiciary system.

The participation of the Sport Aid Foundation is intended to be in the dimensions 3 and 7, with the implementation of recreation and sport programs that will contribute to mitigate the impact of their problems associated to the extreme poverty.  Presidency of Colombia, High Council for the Reintegration Program: (Presidencia de la República, Programa de la Alta Consejería para la Reintegración)

www.reintegracion.gov.co The High Council for the Reintegration –ACR- is a central government program design to assist all those Colombian willing to desert or demobilize from the armed groups. During the reintegration process, the national government accompanies demobilized persons through the complex process of becoming fully active citizens, supporting them by providing alternatives so they may lead legitimate lifestyles. The government also works with communities to make sure that all Colombia will receive demobilized persons back into society.

The participants involved in the reintegration process, together with their communities, develop leadership skills. They learn legitimate methods for empowering and exercising their citizenship. These skills 19

in turn permit the peaceful resolution of conflicts and respect for human rights. And having them also improve the level of trust among communities, participants, and local institutions, creating arenas for peaceful coexistence and reconciliation.

Participants of the program develop competencies that will allow them to create a sustainable life project. The objective of the National Reintegration Policy is to offer programs and literacy projects, elementary and secondary education for both participants and their families, and the option of a college education for demobilized persons in the reintegration process. ďƒź Presidency of Colombia, Youth Colombia Program (Programa Presidencial Colombia Joven):

www.colombiajoven.gov.co

The mission of the program Young Colombia is to orient the activity of the State and the society to Improve the integral situation of Colombian youth, by promoting the coordination and agreement of all the agencies of the State and the other social, civil and private organizations; based on the total development of the National System of Youth established by Law 375 of 1997. The program impulse the organization and youthful participation in economic, technological, political, social and cultural the field and the viability of the implementation of the National Policy of Youth.

The contribution of the Sport Aid Foundation is intended to do with the development of capacities in the young, thru recreation and sport programs, people that allows them to assume the life in a responsible and autonomous way, in their own benefit and that of the society.

Among the private organisations and Foundations working on Social Responsibility Programs, the most relevant found are: ďƒź Universitary Social responsibility Obserbatory: (Observatorio de Responsabilidad Social Universitario):

Colombian Superior educational institutions (Universities) building together common projects to straighten social responsibility from the University.

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The purpose of the Observatory is the articulation of a national and international network, that from the academy seeks to: a) Dinamice a permanent debate around University Social Responsibility-RSU.; b) Systematize and socialize the referring institutional experiences to RSU, and c) Consolidate common social projects to answer to the situations of inequity, poverty, violence, corruption, deterioration of environment, among other problematic, with interdisciplinary character.

The main challenges are: a) To assume the civil responsibility as communicative practice that animates the debate of public interest and civil values; b) To create bindings of collective identity in favor of populations in vulnerable situations; and c) To promote, from the academic institutions, preparation of professionals, generators of value.

The participation of the Sport Aid Foundation is intended to be in the promotion of sport and cultural values that favors the development and the innovation, and provide proposals in the solution of problems like the poverty, inequity, inequality, among others. ďƒź Time of Play Foundation (FundaciĂłn Tiempo de Juego): www.tiempodejuego.org Time of Play is a non-for profit organization that seeks to teach children and young people of vulnerable places of Colombia, the proper use of the free time and to promote values thru strategies like sports and culture.

The program operates in the neighborhood of Cazuca in the locality of Soacha, south of BogotĂĄ in which, according to official numbers, in the last five years have been assassinated 847 young people, and in the Skirts of the Popa neighborhood in the city of Cartagena, generating a positive and replicable impact tending to improve the quality of life of those community and its surroundings.

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During hours, the boys and girls transform the face of their place by playing soccer; when they celebrate goals, they read a book, or watch a movie. This does not seem the poor sector of Soacha, where poverty, desnutrition and intrafamiliar violence the war between gangs is added, and where those children growing, just aspire to be part of the groups to the margin of the law, that recruit them for few dollars.

The mission of the Foundation is to generate development and social cohesion through sport programs and cultural workshops focused on the promotion principles and values, taking advantage of the use of free time.

The contribution of the Sport Aid Foundation will be on the replication of this successful model in other communities trying to canalize economic resources from private corporations and getting sport organisations involved in the design of sport programs appropriated to each particular environment.

ďƒź Formula Smiles Foundation: (FundaciĂłn FĂłrmula Sonrisas)

www.formulasonrisas.com The Formula Smiles Foundation is a public charity, sport program created by Juan Pablo Montoya31 that looks to complement the formal education received in school by the children with the goal of creating better citizens, contributing to the peace in Colombia and a path for a better future. The program works in three areas:

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Education: This is the Physical Education class; oriented to teach children a little more about their body, a healtier lifestyle and the basic rule of each sport.

Sports: This area is focused on the creation of sports team, which students can join and practice their sport on a more competitive level.

Recreation: it is an after school program, dedicated to offer different activities were not only the children but the whole community can participate.

To be able to execute our program, Formula Smiles adequates the sports complex and provides the necessary equipment and highly trained teachers. More then 4,000 Colombian children are benefitted

by Education + Sports = The Best Formula, in Cartagena, Ibague and Villavicencio.

Carrying out sports and recreational activities has enable Formula Smiles to promote health and fun activities, motivating children to not drop out of school and stay away from drugs and violence.

Creating a recreational space for the community has promoted a sense of belonging to a sector widely affected by the social conflict and displacement.

The contribution of the Sport Aid Foundation in this project is intended to work with the Foundation giving instruments to develop their sport programs to help fight negative feelings, the temptation of drugs and violence and to offer new opportunities and tools that allow the children to have a better future.

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 The Golombiao, The game of peace: The Golombiao is a both a strategy and a pedagogical tool for promoting citizen competencies and facilitating the construction of peaceful coexistence among youths. The idea is that the social problems of the country’s different population groups can be resolved through football, through which mechanisms and tools for addressing the difficulties faced by Colombian youth are generated.

In the search to stimulate peaceful coexistence, tolerance and pacific conflict resolution, the Presidency of Colombia, Youth Colombia Program is leading the project with the support of three international organizations: the United Nations Children’s Fund (UNICEF), the International Organisation for Migrations (IOM) – and the German Development Cooperation agency (GTZ) in Bogotá, in partnership with the Caja de Vivienda Popular, implementing the project with positive results.

 The Barefoot Foundation: (Fundación Pies descalzos): www.fundacionpiesdescalzos.com

The Barefoot Foundation is a non-profit, nongovernmental organization created by the Colombian artist Shakira. The organization is devoted to ensuring that every child can exercise his or her basic right to a quality education.

The Foundation´s mission is for education to be universally available to everyone. They work with boys and girls whose lives have been disrupted by violence and poverty hoping that someday we will no longer lose young human potential to poverty, malnutrition and violence; they work to ensure that they do not have to learn with empty stomachs and broken homes.

The contribution of the Sport Aid Foundation is intended to advise the Foundation in the integration of recreation and sport activities as a fundamental part of the educational process implemented.

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 BAVARIA Colombia: In Colombia, BAVARIA, the top beverage company has been the principal sponsor of sports in Colombia. For many years Their brand ―Aguila‖, one of the most popular beers, is the sponsor of the Colombian Soccer National Team. Another beer, ―Pilsen‖ is the sponsor of one of the most traditional sports event in Colombia, ―La vuelta a Colombia en bicicleta – The Colombian Cycling Tour‖ Pilsen’s support to Colombian cycling amounts to an approximate total of 1.6 billion pesos, including the sponsorship to the main cycling competitions of the country, their general promotion and the various brand activations in such events.

BAVARIA has a very important social responsibility program in the area of sustainable development, named ―Destapa futuro -Open up future‖ aimed to young entrepreneurs compromised with the generation of employment in vulnerable populations; and making agreements with other well known organisations in topics such as corporate ethics, conservation of the environment, respect for human rights, the rational use of water and the eradication of alcohol consumptions in young people.

Bavaria S. A., created in 1894, a subsidiary of SABMiller, is in Colombia. Its beer brands Águila, Águila Light,Póker, Costeña, Pilsen, Club Colombia, Brava, Costeñita, Peroni, Barena, Redd’s, Pony Malta,Agua Brisa, Agua Brisa con gas, Cola y Pola, are leading brands in Colombia.

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ďƒź Lucker Foundation: (FundaciĂłn Lucker): www.fundacionlucker.org.co FundaciĂłn Luker is a private non-profit organization, founded in 1994, with the fundamental purpose of managing and supporting development projects in order to help low income neighborhoods in the city of Manizales and surrounding areas.

It focuses a great part of its efforts in the areas of management, coordination, and financial support of projects that focus on education and recreation. The population that benefits the most from these projects are youth from low-income areas.

The main objective of the projects developed in the Recreation area is to offer children and youngsters from the lower social strata values education through the generation of healthy opportunities for the use of the free time. In these programs; children and youngsters connected with the educational projects of the Foundation are a priority in order to establish links between the competences developed in the classroom and the benefits obtained in the recreation area.

In order to achieve the proposed objectives, sports practices, workshops or weekly classes in the artistic area or sports are used.

These working sessions include emphasis in values education as the central core of the intervention, nutritional evaluation and monitoring of school performance of the participants.

Some of their projects are Women Volleyball ,Athletics Seedbeds, and Football for Peace Schools; the beneficiaries of these projects in 2008 are more than 1,350 children and youngsters in the free-time management programs, and more than 150,000 persons in the recreational parks.

These programs are focused in finding a better use for the free time, in having a higher self-esteem, in increasing the competences for teamwork, in reducing juvenile delinquency, alcoholism and drug addiction.

The contribution of the Sport Aid Foundation is intended to form a partnership with the Foundation and Sport Organisations to offer its

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expertise in the developing of sport and recreation programs to benefit a community.  Best Buddies Foundation Colombia (Fundación Amigos del Alma) www.bestbuddies.com.co By enhancing the lives of people with intellectual disabilities by providing opportunities for one-toone friendships and integrated employment. Best Buddies is a vibrant, non-profit international organization that will positively impact more than 350,000 participants in over 40 countries worldwide.

In addition to the traditional campus-based volunteer activities, for those with limited personal time, Best Buddies helps people with intellectual disabilities connect with others through technology with its online friendship program, e-buddies.

Te idea of the Sport Aid Foundation is to implement a program in which some athletes of the Colombian Olympic team ―adopt‖ a best buddy to share with them the values and principles of Olympism.  Give to Colombia:

Give to Colombia (G2C) is a US-based nonprofit organization with a 501 (c) (3) status that creates, promotes and facilitates alliances between international donors and Colombian grassroots organizations. G2C advises donors on how to channel grants, talents and technologies to achieve scalable, sustainable and high impact projects.

Give to Colombia concentrates its efforts in three main strategic areas, which are key to promote peace, strengthen democracy and encourage equality and prosperity in Colombia: Education, Health and Economic Development. These areas are being integrally benefitted by the access to technology as a key enabler of people's lives.

The aim of the Sport Aid Foundation is to canalize some of the economic resources got by G2C to promote sport and recreation programs in areas in need.

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ďƒź A Roof for my Country Foundation:(FundaciĂłn Un Techo para mi PaĂ­s): www.untechoparamipais.org.co Created in Chile in 1997 by a group of youngsters that felt the need to demonstrate the extreme poverty situation in which millions of people live in Latinamerica, and the need to built emergency housing for people. The Foundation has built more than 34.000 houses, mobilizing more than 177.000 volunteers in 14 developing countries32.

5.4 Case studies: Today, the Olympic Movement and the IOC are working in the field of development through sport, helping to promote education, culture, healthy lifestyles, human rights, sustainability and gender equality in disadvantaged communities or among populations at risk. They also assist several humanitarian organisations by providing sports equipment to war victims, refugees and victims of natural disasters.

The IOC cooperates with numerous United Nations agencies, as well as with other international governmental and non-governmental institutions, to develop and implement a range of projects using sport as a tool for development. National Olympic Committees are also important partners that support these activities locally through their sports expertise and network. Several International Federations have developed initiatives in this field too.

In cooperation with the International Federation of the Red Cross and Red Crescent Societies (IFRC), it supported children's anti-measles and anti-polio programs in Africa by financing advocacy activities through sport amongst youngsters and rural populations. The projects were implemented in collaboration with the local NOCs and the National Red Cross societies. 33 The IOC has also cooperated with the World Health Organisation (WHO) for many years on the promotion of physical activity for health. Among others, it supports the "Move for Health" and the "Tobacco-Free Sport" campaigns.

Olympic Education Program: The IOC requires that Olympic Organizing Committees develop an Olympic Education Program directed at youth, starting from the notion that the Olympic Games represent a great opportunity for growth and development for the hosting territory.

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The Olympic Education Program favored educational initiatives aimed at: Promoting an ethical culture in sport; Making public and broadening the awareness of the Olympic values, by expanding themes linked to sport and supporting projects aimed at spreading the knowledge and practice of winter disciplines; Generating interest and enthusiasm in youth in Olympic education through active commitment and direct involvement.

Play fair at the Olympic Campaign34 TOROC initiated a dialogue in a climate of mutual openness with the Play Fair at the Olympics Campaign. This international project refers to a report by Oxfam and the Clean Clothes Campaign, denouncing companies that produce sports goods in developing countries using unacceptable practices that harm both workers and the nvironment.

The requests of this Campaign to the IOC could be summarised in these three points: 1. Append workers’ rights as one of the fundamental principles of the Olympic Charter and its Code of Ethics; 2. Include in every commercial contract a clause that will oblige Olympic partners to respect the fundamental rights of workers along the entire supply chain; 3. Establish a specific committee to audit the accuracy of any claim of violation.

The Olympic Education Program for the Torino winter Olympic games was structured in five different thematic areas, each one representing one of the five symbolic Olympic Rings. The Olympic Charter and the Charter of Intents inspired the choice of the thematic areas: Blue Ring: Sports and Health Education; Green Ring: Sports and Environment; Yellow Ring: Sports, Science, Technology and Communication; Red Ring: Sports and Sports Culture; Black Ring: Sports, Multiculturalism, Lawfulness and Human Rights.

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The link between the five circles, therefore, represents sport as a philosophy of life, related to values in which sport is the messenger: humanity (the human being as the focus of the means and the end of an action), commitment, excellence, competition, solidarity, cooperation, friendship, equality, hospitality, loyalty, fair play and dialogue.

The following case studies are related to the Olympic Movement and, therefore, are refereced on the IOC web page: Sport for peace and development in El Salvador: The project is running in the Colon and Sacacoyo municipalities, some of the most violent of the country, with UNDP and IOC cooperation.

The organisation of regular sporting activities and the education of young people on solidarity, respect and peaceful understanding are successfully used to fight against the high level of criminality. The project has been integrated into a larger national program implemented by UNDP El Salvador and the Ministry of Public Security and Justice to strengthen national and local capacities to manage cities’ coexistence and security.

Poverty alleviation and economic development in Mozambique The IOC, the International Labor Organisation (ILO), the NOC of Mozambique and the local development agency have implemented a major poverty alleviation and economic development program for the community of Boane, 250 kms away from the Mozambique capital.

Support has been provided to pay school fees for primary school children from under-privileged families and bring them back into the educational system. At the same time, local women have been trained to manufacture school uniforms and to produce groceries to be sold on the local markets, and have formed a cooperative. The OlympAfrica centre, where the program is being implemented, is also used as a sports training centre for some 1,000 children from the surrounding villages, where sport and education courses are taught to them.

Sport for development in Haiti, Beyond providing access to regular quality sport and recreation activities for over 50,000 school boys and girls of seven municipalities, the program also enables them to learn about HIV & AIDS prevention, Olympic values and sustainable development.

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Rehabilitation in Azerbaijan: In partnership with the International Committee of the Red Cross (ICRC), the IOC has helped in the rehabilitation of outdoor safe play areas with basic sports equipment for youngsters and children of 42 communities of Azerbaijan, where landmines are still a major issue.

Children themselves and community leaders were closely involved in designing the play areas.

Physical rehabilitation program in Afghanistan Similarly, the ICRC integrated in its physical rehabilitation program in Afghanistan a special sports dimension, in partnership with the IOC, which concerns paraplegics (whose disabilities come as a result of mines and explosive remnants, polio or other hazards). Sport, in particular tennis, basketball, table tennis and archery, has a positive effect not only on the physical rehabilitation process of paraplegics, but also on their self-esteem and reintegration into society. Sports events are also used to raise awareness of preventive measures, treatment and the rights of people with disabilities.

In Northern Uganda In Northern Uganda, following years of conflict, many of the internally displaced persons and child soldiers who used to live in camps are now returning to their home villages. But reintegration into a normal life is challenging. The IOC has supported a sport-based program implemented by NGO Warchild Holland, in partnership with UNICEF, which aims at actively involving children and young people in the activities of the community and rebuilding social networks. An interparish football and netball league benefited over 16,000 children and 25,000 adults, with sport helping them to relax, focus on healthy behaviors and social cooperation. Related community work was also implemented through the project, helping the youngsters to define their new role in the community and increase their selfRehabilitation ff Amputees Through Sport in Angola: The IOC is supporting a pilot project in Angola which aims to rehabilitate amputees and disabled people through sport. One physiotherapist and three sports persons will be trained during three training sessions of one to two weeks on the use of sport activities as a rehabilitation tool for amputees – very often victims of antipersonnel landmines. The project is being carried out in 31

collaboration with the International Paralympic Committee, the Angolan government, the National Olympic Committee and the National Paralympic Committee at the MINSA rehabilitation centre in Huambo. It will also equip the centre’s patients with adequate “Giving is Winning” Campaign Students Run L.A.35 Founded by high school teacher Harry Shabazian in East Los Angeles in 1989, this organization gives at-risk secondary students an opportunity to train for and participate in the City of Los Angeles Marathon. Shabazian found that running the marathon was a transformative experience for him. For thousands of students, doing the same has provided character development, improved health, and the opportunity to set a goal and work towards it. This process has translated into better performance at school: more than 90% of the program’s participants graduate compared with the 65% graduation rate for the district. In the past 19 years, 34,000 students have participated in the program.

Goal India:36 Goal teaches the sport of netball to young women from marginalized communities in India, providing opportunities for personal growth and leadership development. Goal targets adolescent girls—many of whom are school drop-outs, farm laborers or servants—who have limited exposure to the outer world and are expected to marry young and work in the home. Goal provides girls with twice-weekly netball training sessions from professional coaches and interactive workshops. Girls receive lessons on communication, dealing with peer pressure, nutrition, health, hygiene, HIV/AIDS, sexuality, environment issues, computer skills, public speaking and financial literacy. The Naz Foundation Trust, a New Delhi-based organization that works on HIV and sexuality issues, launched Goal in 1997. In its first program year, Goal served more than 80 young girls and more than 600 people through gender sensitization events in communities and colleges across the region.

Fabián Ferraro Ashoka Fellow 2000, Argentina37 A former street child and professional soccer player, Ferraro is tackling the pervasive and growing problem of Argentine adolescents who neither work nor attend school. He is changing this by encouraging citizens to take a role in their own development, and re-

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engaging youth in the improvement of their own neighborhoods and betterment of their own lives. Ferraro facilitates youth leadership through a strategy that partners human and financial resources from different local sectors around Argentina to address social problems in poor communities.

Coaching Boys Into Men38 This UNICEF campaign, created in collaboration with the Family Violence Prevention Fund, takes the view that soccer coaches have an important role that extends beyond the field. One key part of the initiative is a guide for coaches, who have the potential to be role models, teachers, friends, and parental figures. This influence can be tapped to prevent and address discrimination and violence against women.

The campaign’s guide is straightforward and practical, providing realistic examples of ―teachable moments‖ from the soccer field and provides corresponding suggestions on how to deal with each situation. In one example, a jealous midfielder’s girlfriend appears with a gashed lip the day after she spoke to another boy at a party.

The guide is based on the FIFA Fair Play Code and provides an antiviolence oath that each player can take.

Ana Moser Ashoka Fellow 2007, Brazil39 A retired professional volleyball player, Ana Moser is bringing physical education into Brazil’s schools and opportunities for children across the socioeconomic spectrum to participate in sports through her Institute of Sports and Education (IEE). Advocating sports as an essential tool for teaching critical thinking skills, teamwork, civic participation and healthy lifestyle habits, IEE provides quality physical education for children, particularly in underserved lowincome areas, either formally, in partnership with schools, or informally, in partnership with other community organizations. IEE’s SocialEducational Sport Centers bring together diverse stakeholders— physical education professionals, community organizations, city halls, private companies and the public sector—to offer sports, social, and educational activities that teach children and teenagers critical thinking and proactive citizenship. The centers build physical education curriculums in partner schools, and IEE’s course for physical education teachers has trained more than 120 teachers who together reach 2,800-plus children each month.

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War Child in Colombia40 Following an exploratory mission in Colombia in 2005, War Child Holland decided to open a representation office in the capital, Bogota.

We opened a call for project proposals, and established partnerships with local organisations which share the same goal of providing psychosocial support to children and youth in conflict areas while using creative methods. In 2008, War Child supports (financially and technically) 7 local NGO´s that are dedicated to the improvement of the psychosocial well-being of children and youth affected by the internal conflict in Colombia. Primarily in the following regions: Cundinamarca, Risaralda, Chocó, Arauca, Putumayo, Norte de Santander, Cauca y Norte del Cauca.

The General purpose is to improve the psychosocial wellbeing of children and youth affected by the conflict in Colombia through support and capacity building of local organisations. The Target Population are Children and youth affected by the war in Colombia (at high risk of being recruited, displaced, or demobilized youth), their families and communities, professionals, teachers and others professionals working directly with children and youth, youth groups and organisations, Colombian NGOs, governmental institutions, International organisations or institutions which may contribute to the development of WCH’s program in Colombia.

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6 Conclusions and Implementation: 

Since the forty-five year social armed conflict is ending, we have the obligation to contribute to repair the social grid; the sport industry, (sport for all, physical education, culture, recreation, the use of free time, and high performance in sports) and the entertainment industry in general, must be used as effective ―weapons‖ to rebuilt society;



Sport in particular, but the entertainment industry in general (sport for all, physical education, culture, recreation, the use of free time, and high performance in sports) must be used as an effective ―weapon‖ to rebuilt society.



The Colombian Sport Aid Foundation –SAF- requires an innovative leadership to redesign the Foundation, in a way that it can contribute to the social and economical development of the new country and its people.



There is a unique opportunity for the Sport Aid Foundation to contribute to the sustainable development of Colombia taking advantage of sports, as a tool for social bonding.



The concept of social responsibility, in general, and corporate social responsibility, in particular, even though are relatively new, are becoming more significant in Colombia and the world;



There are a few good examples of isolated sport related social responsibility programs that unconscious approach the social responsibility issue;



Businesses are using sport more and more to fulfill their CSR obligations as they realize that linking it to sport can add value to the brand;



There are many governmental agencies and private organizations that are very interested in developing social responsibility programs using sports as a domain, and are willing to become partners of such an initiative;



The National Sport System in Colombia is very interested in participating in socially responsible projects, as part of their new strategy to be more visible in the Colombian Society;



In the majority of existing social programs, there is a lack of economic resources; therefore, in order to incorporate recreation

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and sports into those programs, it is necessary to bring the economic resources alone; 

Even though several Sport Organisations in Colombia have social responsibility programs, they are having difficulties articulating with other stakeholders that pursue the same interest;



Most socially responsible programs involving recreation and sport are developed in metropolitan areas, which brings the need to take them to rural areas where the most vulnerable population is settled;



Close to 75% of the Olympic athletes in Colombia belong to the Afro American groups while they only represent less than 5% of the population of Colombia;



Many Organisations have Socially Responsible programs, but they are not recognize as socially responsible because they don´t communicate it; in many cases not even their employees are familiar with the programs;



As the sport industry impact influence and consumption grows at a level never before, there is a space to develop socially responsible initiatives to maintain the visibility and image of the industry;



It has been identified a need to canalize economic resources from private and public organisations willing to invest in socially responsible projects using sport as a domain;



A partnership among public agencies, private corporations and sport organisations must be consolidated to promote ten concept of Sport Social Responsibility;



Socially responsible initiatives are an excellent vehicle to increase the visibility of sport organisations in need of recognition;

To implement a series of socially responsible programs that greatly impact on society, it is necessary to set up an strategy to get all the stakeholders together and take advantage of the combination of competences; the following graphic represents the way in which the project is been approached:

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IDENTIFY: Opportunities Projects

Portfolio of Projects Socialize projects with stakeholders

Stakeholders

Resources

Private Corporations

Sport Organisations

Governmental Agencies Economic

Resources

Technical Support Human

Resources

DEFINE:

Target Groups

Group 1

Group 2

Group Group 4 5

Group 3

Project 1 Project 2

Projects Project 4

Project 3 Project 5

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6.1 Identify Project Opportunities: Several projects were identified after a process of socialization with different possible stakeholders.

Two types of opportunities were identified: To develop Social Responsibility Projects with Sport Organisations mainly National Federations and Departmental Leagues; To develop Social Responsibility Projects with official agencies and private corporations attracted to use recreation and sport as tool to rebuild the social grid, canalizing economic resources to develop projects in partnership with sport organisations.

Some examples of possible projects that can be formulated in partnership with public and private organisations are: Recreation for demobilized and displaced people: Create a partnership with Governmental agencies and private corporations working with those two groups of people to mitigate the impact of their condition; Physical Education classes in primary schools: Consist in offer Physical Education class that was eliminated by the Minister of Education, to public primary schools.

Reduce the drop out of school rate among the youth: Buy offering attractive sport and recreation extra curriculum programs design to keep children motivated and happy in school; Assistance to communities impacted by sports: Thru the National Federations and local Leagues and Clubs, bring social programs to the communities impacted by the practice of certain sports like motor nautics, motorcycling; Develop sport formation programs for children: From the grass roots, to detect talented children to be prepared for the high performance programs; Physical rehabilitation projects through sports: Targeted specially to those victims of the mines and explosive remnants of war; Aid to prospective high performance athletes: Natural talented athletes coming from the countryside, with limited opportunities and access to the elite sport;

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Best Buddies program: To get the most representative Colombian athletes to ―adopt‖ a best buddies; 6.2 Get together the different Stakeholders: Apart from natural sport stakeholders, several Governmental agencies, Private Corporations and Foundations were identified; so far, the project has been presented and socialized with the following entities: Sport Organisations:

The Colombian Institute of Sports –COLDEPORTES-, the Colombian Olympic Committee –COC- most of the National Sport Federations and Departmental Leagues, the Board of Directors of the Sport Aid Foundation are committed to Social Responsibility programs and to the present MEMOS XII project, as they have certified in letters that are included in Appendixes.

6.3 Identify Resources: In order to implement the Social Responsibility Projects, mainly three types of resources were identified as needed: Economic Resources: Since in developing countries like Colombia, the economic resources for sport and recreation projects are always

39

insufficient, it is improbable that the Sport Organisations allocate resource from their own budgets to be invested in social responsibility programs. Therefore, those resources have to come from different sources like: Local Governmental Institutions: whose mission is to develop the

SR programs and operate thru partnerships with other Organisations; Local Private Corporations: whose core values and principles are

associated to those of the sports and, therefore, are willing to allocate resources to develop Sport Social Responsibility programs in partnership with sport organisations; Foundations: or nonprofit organisations that may either, support

other organizations, or provide the sole source of funding for their own charitable activities; International Organisations: may be corporations, foundations,

non-for profit organisations, non-governmental organisations, etc., whose focus is centered around goals of sport and recreation nature; Philanthropic Organisations: Philanthropy may be a major source

of income for sport social responsibility programs as it is now for fine and performing arts, humanitarian causes, religious movements, and educational institutions, especially Universities.

The word philanthropy derives from the Ancient Greek, meaning "to love people" and is defined as the act of donating money, goods, services, time and/or effort to support a socially beneficial cause, with a defined objective and with no financial or material reward to the donor41. In a more general sense, philanthropy may encompass any altruistic activity intended to promote good or improve human quality of life. Even though there are no many philanthropists in developing countries, in the era of globalization, with imagination and creativity, it might be possible to obtain some resources from them overseas.

Individual donors: who have interest in supporting sport and

recreation related projects as part of their personal social responsibility commitment.

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Human and Technical Resources: Most human resources for the implementation of sport social responsibility projects have to come from the interior of the sport organisations involved, mainly National Federations and local Leagues and Clubs. A high percentage of these people are expected to be volunteers donating time for a social cause; while others will be paid by the partnership organisation committed to that particular project.

Most technical resources like logistics, recreation and sport implementation, sportswear and footwear, as well as graphical material, and written documentation, have to be acquired with the resources provided by the partner organisation.

6.4 Definition of Target Groups: There has been two types of targeted groups identified to bring sport social responsibility programs in the post social conflict era, that bring us to expand the concept of social responsibility to inclusion. On the one hand, victims of the social conflict in Colombia and, on the other hand, the local athletes and their family: Children in school: It is estimated that over 40% of children drop out

of school by the time they are 14 years old42. Clearly, Sport and recreation programs can contribute to reduce dramatically this trend.

Programs can be implemented as part of the physical education class, or extra curriculum activities that might be conducted by a sporting organisation, financed by a private corporation to complete a true social responsibility program.

Adults, third age: Persons that are homeless or were abandoned or

left by their families in homeless shelters or elderly homes. Sport for all and recreational programs might be very useful for this population to alleviate the pass of time.

Displaced people: Those close to 3 million of Colombia`s 45 million

inhabitants who have been displaced from their homes as a consequence of the social conflict, that make Colombia the thirdlargest displaced population in the world after Sudan and Angola 43.

Sport and recreation programs may be of vital importance for these huge groups of people, most of them living in temporary shelters, in very precarious conditions.

Demobilized people: Those more than 500.000 Colombians that

belonged to different armed groups, that have laid down their

41

weapons recently, and their families who are in the process of reintegrate to society. The reintegration of demobilized people is an indispensable step towards peace in which recreation and sport programs can contribute to make that process smoother.

Afro-American and Indian Communities: There are over eighty-five

distinct cultures. 567 reserves (resguardos) established for indigenous peoples occupy 365,004 square kilometers (over 30% of the country's total) and are inhabited by more than 800,000 people in over 67,000 families.44 Persons that are detained in correctional institutions or jails who are in the lawful custody of the State, including accused persons awaiting trial and prisoners who are not murderers or have not committed crimes against humanity that are serving short sentences. It is estimated that more than 63,000 inmates compose the prison population45. The construction of 11 new prisons in the next two years, will house other 24,000 inmates. Sport and recreation programs may be implemented for inmates who demonstrate good behavior and can contribute to ease the problem of overcrowding.

Prisoner population:

Mutilated people, victims of mines and explosive remnants of war:

The total of victims reported in the period from 1990 – may of 2009, 78% (6.037) were wounded, (732) of them are children; and 22% (1.737) were killed.46 Rehabilitation programs involving sport and recreation programs may be very helpful to heal their wounds.

Widows and orphans of the armed conflict, and Female-headed house are also among the target groups.

Athletes and their family environment: The

great number of athletes, coaches, referees and support personnel in Colombia, come from a very low socio-economic sector of the population. Since only few of them reach a high performance level of competition, the thousands of athletes that never make it to that level may be beneficiaries, along with their families, of social responsibility projects as well.

6.5 Implementation of projects: According to the chronogram proudly, the first Social Responsible Project is already under way. A partnership among the Sport Aid Foundation, the Sport Institute of the Capital District and the Local

42

Government of three Localities have sign the equivalent of US $200.000.oo agreements to develop two programs: The secondary inter-school games for girls and boys, and the citizen integration games for the rest of the population; the objective is to promote the values of sport and the Olympic principles contributing to fasten the sense of pertinence of the Locality and to generate spaces of connivance, integration, recreation that at the end impact in the improvement of the quality of life and construction of social grid, and to reduce the drop out school rate among young children.

The second program is the citizen integration games, with the aim of, among others, to reduce their sedentarism and increase their social bounding.

6.6 Chronogram of activities: The following was and continue to be the intended chronogram of activities for the project that is intended to continue beyond the presentation of the MEMOS project, hopefully with the implementation of some of the programs presented here:

Activity

Oct 08

Nov Dic 08 08

Jan 09

Feb Mar Apr 09 09 09

May Jun 09 09

Jul 09

Aug Sep Oct 09 09 09

Nov Dic 09 09

Project identification Socialization Identify Resources Target groups Implementation

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7 Bibliography: ALAIN, Ferrand & TORRIGIANI, Luiggino. Marketing of Olympic Sport Organisations. Human Kinetics, 2005. MEMOS textbook.

APPENZELLER, Herb & LEWIS, Guy, Successful Sport Management, Carolina Academic Press, 2000.

This is a text book used in many sport management courses at college level, that brings the expertise and experience of twenty-five authors that cover in detail all sport management and associated areas. I´ll focus on chapter 12, Fund Raising Strategies, by Don Canham; and Chapter 19, Management of Joint Venture Spectator Facilities, by James Oshust.

BERNAL T., Cesar Augusto, Metodología de la Investigación para administración y economía, Metodology of research for management end economics. Prentice Hall, Bogotá, 2000.

BLANCO, Eduardo, BURRIEL, Joan Carles, CAMPS, Andrew, CARRETERO, José Luis, LANDABEREA, José Antonio, & MONTES, Vicente, Manual de la organización institucional del deporte, Handbook of institutional sport organisation. Editorial Paidotribo, Barcelona, 2000.

CAMARA DE COMERCIO DE BOGOTÁ, Guía práctica de las entidades sin ánimo de lucro y del sector solidario, Practical guide of the notfor-profit and solidarity sector organisations. Uniempresarial, 2007.

Centro Colombiano de Responsabilidad Social, Compartamos por Colombia, Fundación Codepsa & UNDP. La responsabilidad social empresarial como generadora de valor.

Corporate Social Responsibility as value generator. ISBN 958-33-7130-0. Bogotá, February 2005.

CHAPPELET, Jean-Loup & ROUKHADZÉ, M.H., Sport Management, an international approach, International Olympic Committee, Laussane, 1996.

CHAPPELET, Jean-Loup & BAYLE, Emmanuel, Strategic and Performance Management of Olympic Sport Organisations. Human Kinetics, 2005. MEMOS textbook.

DESBORDES, Michel, OHL, fabien, TRIBOU, Gary. Estratégias del Marketing deportivo. Sport marketing strategies. Editorial Paidotribo.

Barcelona 1999.

Instituto Colombiano de Normas Técnicas –ICONTEC – Guia Técnica Colombiana de Responsabilidad Social GTC 180. Colombian Guidance on Social Responsibility. I.C.S.: 03.100.99 Bogotá, June, 2008.

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Instituto Colombiano del Deporte - COLDEPORTES, La Ley del Deporte y decretos reglamentarios. Colombian Sport Institute, Colombian sport law and related legislation. Bogotá.

INTERNATIONAL OLYMPIC COMMITTE, Olympic Solidarity. Sport Management Handbook, 2001 LEEDS, Michael & von ALLMEN, Peter, The Economics of Sports, Pearson Addison Wesley, 2005.

This text covers key concepts in the major economic fields applicable to the sports industry, highlighted with examples and applications from the real world. It is organized in the following four-part framework: industrial organization, public finance, labor economics, and the one I´m most interested in: PART FIVE, Sports in the Not-for-Profit Sector, chapter 11.

MASTERALEXIS, Lisa Pike, BARR, Carol A., & HUMS, Mary A., Principles and Practice of Sport management, Aspen, Gaithersburg, Maryland, 1998.

PACKIANATHAN, Chelladurai & MADELLA, Alberto. Human Resource Management in Olympic Sport Organisations. Human Kinetics, 2006.

MEMOS textbook.

PARIS ROCHE, Fernando, La planificación estratégica en las organizaciones deportivas. Strategic planning in sport organizations.

Editorial Paidotribo, Barcelona, 1998.

SAWYER, Thomas H. & SMITH, Owen, The management of clubs, recreation and sport, Concepts and applications, Sagamore Publishing, Champaign, IL., 1999.

SMITH, Aarón & STEWART, Bob, Sports Management, A guide to professional practice, Allen & Unwin, Sydney, 1999.

SOUCIE, Daniel. Administración, organización y gestión deportiva.

Sport organization and management. Inde Publicaciones. España, 2002.

The Journal of Sport Management, by Human Kinetics, Inc. It is the official journal of the North American Society for Sport Management, published bimonthly, that brings a number of editorials, research articles, and reviews. I will be looking for the MEMOS paper at the following related areas: strategy and organizational theory, management, governance, sport law and policy, sport operations; economics, finance; marketing, consumption of sport, consumer behavior, sponsorship, advertising, and licensing, facility and event management.

United Nations, 1948, Universal Declaration of Human Rights United Nations Millennium Development Goals United Nations, 1989, Declaration on the Rights of the Child 45

United Nations, 1990, Convention on the rights of the child UN – ILO, 1998, Declaration on fundamental principles and rights at work Web pages: http://www.sportsphilanthropy.com Sports Foundations Directory. SPP's Sports Foundations Directory contains profiles of professional sports and athlete foundations throughout the United States. http://www.sporthilfe.de German Sport Foundation that inspired the creation of the Colombian Sports Foundation, 25 years ago. http://www.sportsaid.org.uk SportsAid is the charity for sports people, helping the next generation of young British sportsmen and women to succeed. http://www.laureus.com Laureus Sports Foundation, that promotes the use of sport as a tool for social change and celebrates sporting excellence. http://generalsports.com/divisions/general-sports-foundation The General Sports Foundation has raised funds at the annual Sports Executive Leadership Conference for Special Olympics, ChildHelp USA, and the Make-A-Wish Foundation. http://www.gllsportfoundation.org/default.asp GLL Sport Foundation is built on GLL's passion and commitment to inspire and motivate opportunity through sport. http://www.la84foundation.org The LA84 Foundation is endowed with surplus funds from the 1984 Los Angeles Olympic Games. Their mission is to serve youth through sport and to increase knowledge of sport and its impact on people’s lives.

46

SWAT analysis for Colombia: The following SWAT analysis was made and included as part of the literature review to be used as a reference:

STRENGTHS (S)

WEAKNESSES (W)

•

Article 52 of Colombian Constitution

•

Lack of familiarity with SR concept

•

Active presence of international cooperation agencies, both public and private, and NGOs

•

Infrastructure and costs

•

Decentralization of organisations

•

Social Protection System and General Social Security Health System (Law 100 of 1993)

OPPORTUNITIES – O

•

Lack of familiarity with SR concept

•

Infrastructure and costs

•

Decentralization of organisations

THREATS – T

•

Resistance to accept help

•

Bureaucracy

•

Level of corruption of some Organisations

•

Some human rights and civil society NGOs

47

8 References: 1

The European Union And Sport: Background And Context, Brussels, 11.7.2007

2

Dr Peter Piot, former UNAIDS Executive Director

3

IOC Tool for development

4

ICG

5

Watch List on Children and Armed Conflict, Colombia’s war on children, February, 2004

6

WHOSIS, the World Health Organization Statistical Information System, is an interactive database bringing together core health statistics for the 193 WHO Member States http://www.who.int/countries/col/en/

7

World Health Organization – WHO 2003 report.

8

http://www.who.int/whosis/database/core/

9

Colombian Ministry of Education

10

Watch List on Children and Armed Conflict, Colombia’s war on children, February, 2004

11

IOC, http://www.olympic.org

12

Joao Viegas Carrascallao, President of the National Olympic Committee of Timor Leste.

13

www.givetocolombia.org

14

Consultancy on Human Rights and Displacement (CODHES)

15 16

Watch List on Children and Armed Conflict, Colombia’s war on children, February, 2004

17

Research conducted, between 1998 and 2002, by UNICEF, Save the ChildrenUK, International Labor Organization (ILO), the National Department of Statistics and the Roman Catholic Church.

18

The U.S. State Department.

19

The Inter-American Commission on Human Rights concludes that

20

Watch List on Children and Armed Conflict, Colombia’s war on children, February, 2004

21

Sachs W., 2002, Environment and Social Justice, Heinrich Boell Foundation, Berlin

22

IOC, http://www.olympic.org

23

Corporate Social Responsibility and Sports Sponsorship: How Sport Helps Business Fulfill CSR Obligations by Steve Hemsley ISBN: 9781905685219

48

24

Olympic Charter, fundamental principles of Olympism, 2004.

25

Corporate Social Responsibility in Sport, Torino 2006 Olympic Winter Games

26

Presidency of Colombia, High Council for the Reintegration Program: www.reintegracion.gov.co

27

www.ccb.org.co

28

http://www.ccre.org.co/

29

International Organization for Standardization – ISO http://isotc.iso.org

30

Henry, Ian. MEMOS Research Project: Draft Manual for Research Methods, 28 August 2008.

31

Juan Pablo Montoya is a famous Colombian car racer who participated in Formula One a few year ago, and is now in the Nascar championship in the USA.

32

www.untechoparamipais.org.co

33

IOC, http://www.olympic.org

34

Corporate Social Responsibility in Sport, Torino 2006 Olympic Winter Games

35

http://www.srla.org/

36

IOC, http://www.olympic.org

37

IOC, http://www.olympic.org

38

IOC, http://www.olympic.org

39

IOC, http://www.olympic.org

40 41

http://en.wikipedia.org/wiki/Philanthropy

42 43

UN High Commission of Refugees

44

http://en.wikipedia.org/wiki/Colombia

45

ICPS (International Centre for Prison Studies). 2007. World Prison Population List, Seventh Edition. London. http://www.prisonstudies.org/.

46

49