Background

 

Campaign Background

There has been a general decline in youth participation in snow sports in most countries in recent years which shows no signs of reversal. FIS as the international federation in charge of skiing has a significant role in promoting its sports towards the younger generations. That is why the FIS Council unanimously supported the launch of a FIS Campaign entitled 'Bring Children to the Snow'.

The FIS campaign is intended to take the form of a joint international communications campaign with enabling activities implemented at the national level. The implementation is undertaken by the National Ski Associations with FIS providing tools, such as the campaign branding/label and promotional ideas and shared best practices. To ensure a common international message, FIS has taken the lead for driving the communicative dimension while the National Ski Associations, given the national differences, should take the lead for the activity itself.

The main aim of the FIS campaign is creating a pool of lifetime skiers and snow lovers among small children. The campaign is about bringing newcomers to snow and keeping those with initial experience there. At the same time, it is not focused on generating competitors for any particular FIS discipline in the first instance.

The campaign's target group are children between the ages 4-14 (divided in two groups - 4-9 years / 9-14 years).