Wednesday, 11 January 2006

Darts reaches out to the community

In the US it's common for sports organizations (like the NBA or NFL) to have community programs. Using the high profile and popularity of their players they create awareness for problems that are all around us. The British Darts Organisation (BDO) is using the same approach to create awareness for the adult numeracy problems that occur in the United Kingdom.

According to research
14.9 million adults in England (about 25% of the population) lack the numeracy skills expected of an 11-year-old. To counter this development the British government started the Get On-campaign (as part of Skills for Life). Part of that project is using the game of darts to teach math. Now with the World Championship of Darts taking place the government and the BDO are using that event's exposure to plug the campaing into the BBC's coverage. Commercials with players like Andy Fordham and Ted Hankey are being shown during the live game coverage and in the afternoon show there are sequences on the subject.

With this the English government gets free coverage during prime time for one of their initiatives and the BDO improves on it's image (since it's still considdered an organisation that governs over a bunch of guys that drink beer and hang around bars way too much). A win-win situation for both and certainly something that should be considdered by more sports organizations to improve their image and help out with real issues.

No comments: