All role players, including the broader public, visitors, service providers and industries, need to be encouraged to participate actively in all aspects of the greening of the event. A clear outreach strategy should be drafted to ensure that all event-greening stakeholders are aware of their roles regarding greening implementation. Also, an educational and public awareness campaign should be developed in order to raise awareness and facilitate behavioural change in persons beyond those directly participating in the event.
The projects
Project progress
Green Goal workshop series 1,2 and 3
Green Goal workshop series 1 and 2 have been completed. For more details, refer to Sections 6.1 and 8.1 earlier in this document.
Lessons learnt on workshops
Green Goal workshop series 1 invited stakeholders to work with Government to agree on priorities for the 2010 FIFA World Cup™ event-greening programme. The workshop series ensured that the opinions of a wide range of stakeholders were heard before decisions were made on principles, objectives and projects.
Green Goal workshop series 2 was more focused and aimed to advance the implementation of specific projects. The carbon offset workshop informed the final selection of carbon mitigation projects to be funded from the Urban Environmental Management Programme (UEMP) 2010 carbon interventions fund. The ECO Centre workshop provided an opportunity for the stadium operator to familiarise themselves with the proposed concept, and is critical for the success of this facility in the future Green Point Park (GPP). The workshop on responsible tourism aimed to advance the responsible tourism projects, which were falling behind in terms of their implementation.
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Green Goal brand development and activation
“I think the answer lies in the story of the small boy on a beach where thousands of starfish had been washed up. One by one he was returning them to the sea.
A man passed. He asked: ‘Why bother? What you do will make no difference. You
can’t possibly put them all back.’ The boy picked up another starfish and said: ‘Well,
it’ll make a difference to this one...” Loren Eiseley (1907-1977).
One of the key legacy opportunities presented by the 2010 FIFA World Cup™ is the platform that the event provides to leverage international and local media attention, which will in turn lead to behavioural change in favour of the environment. This will have the long-term benefit of reducing the consumption of scarce resources, such as water, energy and biodiversity, as well as reducing the amount of waste-to-landfill. |
Green Goal marketing and communications plan and roll-out
A draft Green Goal marketing plan was compiled in line with Host City Cape Town’s 2010 FIFA World Cup™ communications strategy. The plan identifies key messages, target audiences and channels of communication.
The Green Goal 2006 programme in Germany had its own logo and identity, and the initiative raised its own sponsorship other than FIFA’s official commercial affiliates. It was the intention from the beginning that the 2010 Green Goal programme would also have its own logo, which could be used by host cities and national and provincial government to promote event greening. However, the logo was never launched, and has not been officially released. Until such time as a logo is available, Cape Town is using the host city look and feel for documents and presentations.
Green Goal ambassadors
At a national Green Goal communications workshop in 2008, the host cities agreed that (a) national 2010 Green Goal ambassador(s) should be appointed to represent the 2010 greening programme. To date, the national programme has not been launched, and therefore the issue of (a) national ambassador(s) has not yet been addressed. In the meantime, Provincial Government Western Cape (PGWC) 2010 FIFA World Cup™ ambassadors will be invited to events, as required.
Maintaining a good relationship with the media and stakeholders is a priority of the Host City Green Goal programme. Positive media coverage resulted from the launch of the Green Goal Action Plan, including print and radio coverage. The Host City Cape Town Green Goal programme has been featured twice on SABC’s “Countdown 2010” television show.
Green Goal featured prominently as part of the media partnership between City of Cape Town (CoCT) and two local media houses that covered host city activities between January and June 2009. Articles focusing on the green technologies in Green Point Stadium, the development of the GPP spring water irrigation project, integrated waste management, city beautification and the Green Point ECO Centre were published.
The launch of the Cape Town Green Map also attracted media attention, and the project manager was interviewed on radio and television around the time of the launch. The project team used the local media to invite Non-Governmental Organisations (NGOs) and communities to register their environmental projects and products on the Cape Town Green Map.
More than 50 presentations have been made to stakeholders and media on progress with the implementation of the Green Goal Action Plan. The Host City Cape Town Green Goal programme was also presented at the Global Forum on Sport and Environment conference in Alicante, Spain, in October 2008.
Lessons learnt from Green Goal brand development and activation, marketing and communications and Green Goal ambassadors
By not releasing a Green Goal corporate identity/brand, Green Goal 2010 brand awareness has been delayed. The lack of FIFA involvement as well as the low-key integration of Green Goal with overall World Cup communications represents lost opportunities to promote the environmental programme. The absence of personalisation, for instance the employment of well-known sporting personalities, remains a challenge, which could still be turned into an opportunity, if it is taken up between now and the 2010 FIFA World Cup™.
The Beijing Summer Olympics in 2008 received negative media coverage as a result of the perceived poor air quality in the city. The organisers did not keep the media adequately informed of the many positive interventions that had been introduced to improve air quality and the environment of the city. Host City Cape Town actively engages the media to provide information on the implementation of the Green Goal Action Plan, and it is hoped that this positive working relationship will lead to ongoing positive media coverage of the 2010 event greening programme.
Briefing for potential Green Goal funders
To date, a briefing has not been held. Should it become necessary, a briefing will be arranged to inform potential donors and funders about opportunities for the sponsorship of specific projects.
Green Goal website and online resources
A Host City Cape Town Green Goal website has been created, and can be accessed on www.capetown.gov.za/fifaworldcup. It is being updated on a regular basis, and serves as an online resource to persons who wish to learn more about the event greening programme in Host City Cape Town.
Green Goal 2010 exhibition
The Host City Cape Town Green Goal programme has been featured at a number of national exhibitions, including the Tourism Indaba and Soccerex. Green Goal contents will be featured as part of the host city exhibition during the final draw, as well as exhibitions at the time of the 2010 FIFA World Cup™. A stand-alone Green Goal exhibition is planned to feature at host city events ahead of and during the 2010 FIFA World Cup™.
Lessons learnt on Green Goal website and online resources and Green Goal exhibition
Ideally, the Green Goal programme should have its own website that is hosted outside of a government website, and allows broader functionality, timeliness of updates, and engagement with communities of interest. A national 2010 Green Goal website was proposed, but until it is created, Host City Cape Town relies on the official host city website to disseminate information online.
The delay in the release of the national Green Goal brand resulted in insufficient marketing collateral being available to satisfy the huge demand for information at national exhibitions. To compensate, the Green Goal film and action plan were made available on DVD to interested persons who visited the exhibitions.
Green Goal 2010 awards
Host City Cape Town and KAS were instrumental in bringing the opportunity of a National 2010 Sustainability Award to the attention of the Impumelelo Awards Trust. The Impumelelo 2010 Sustainability Award has since been launched, with Konrad Adenauer Stiftung (KAS) as a headline partner. Host City Cape Town submitted two applications to qualify for the award.
Lessons learnt on Green Goal 2010 awards
There are clear benefits to implementing an awards programme linked to Green Goal 2010 as a national project, rather than at host-city level. The LOC/DWEA could convene a national Green Goal 2010 awards programme, which would be able to attract a broad pool of entries across all host cities.
Key references and source material
- City of Cape Town. February 2009. Draft Green Goal 2010 marketing and awareness plan.
- Columns and features in Cape Times, Cape Argus and Die Burger.
- Impumelelo Awards Trust. April 2008. 2010 Sustainability Award.
- Local Organising Committee. April 2008. Communications Action Plan for FIFA 2010 World Cup. (Unpublished).
- Sustainable Energy Africa. October 2008. 2010 FIFA World Cup™ Host City Cape Town Green Goal Action Plan.
- www.capetown.gov.za/fifaworldcup