North West 2012 Inspire Mark Programme - Q&A
INSPIRE PROGRAMME Q&A
What is the Inspire programme?
The Inspire programme harnesses the power of the London 2012 brand to make a direct connection between third-party projects which help deliver the Games and its lasting Legacy.
The Inspire programme recognises high-quality, innovative and sustainable projects and events genuinely inspired by the 2012 Games through the award of the Inspire mark.
Why are we doing it?
We have a commitment to legacy – it is at the heart of our Games, we will deliver Everyone’s Games. We want to inspire the whole nation to be a part of the Games and ensure as wide a reach as possible for the Games. Making a connection to the Games through participation and engagement – ensuring the nation feel a part of it. Bringing the benefit of the Games to people’s lives four years beforehand; Recognising the very best and adding value back to the London 2012 brand; Driving the enthusiasm of the nation through local and national programmes; inspiring and recognising enthusiasm.
What are the ‘Legacy’ themes?
The core ‘Legacy’ themes are Sport, Culture, Education, Environment, Business Opportunities and Volunteering.
What is the Cultural Olympiad?
The Cultural Olympiad is a four year festival of culture and creativity that officially begins in September 2008 and runs through to the end of the Paralympic Games in 2012. Throughout this time there will be a range of innovative events celebrating the
Who is responsible for Legacy and the culture programme? Is it the Mayor or is it the DCMS or is it LOCOG?
LOCOG, as Orgnisers of the Olympic Games and Paralympic games will be running the cultural programme and providing the vision. Legacy is the responsibility of the DCMS and the GLA. However, we are working with these key stakeholders as catalysts and coordinators.
Will this just happen in
Through a network of programmers we will ensure that the projects and events receiving the mark represent the whole
How will it work?
The Inspire programme will connect the Games and the legacy through the brand. There is a dedicated mark (the Inspire mark) within the London 2012 brand family that will make a connection between a range of third-party non-commercial programmes and the Games – sitting alongside commercial partners’ activation programmes; This has never before done – legacy has been built in to the Games from the very start.
When will we see it being used?
The Inspire mark will start appearing after the Beijing Games. The Inspire mark will start to appear on a limited number of high quality projects and events across the Cultural Olympiad and wider Legacy themes. We are now assessing a range of projects across the themes to identify the very best programmes.
The application process
Who can apply?
Non-commercial organisations will be able to apply through the programme for specific projects. The mark will be awarded to a limited number of outstanding non-commercial projects subject to a license agreement and strict guidelines which will provide for carefully controlled use in print and online media relating specifically to the projects.
Can an organisation be considered?
No. The programme is specific to projects and events. Core stakeholders and Games Delivery Partners who make a substantial and timely contribution to the delivery of the Games will be recognised through the brand but they will receive the core mark and specific designations such as Host Council.
How about a building or venue?
No. Structures cannot receive the mark. However, a project or event being run in the structure may be eligible.
How will they apply for the Inspire mark?
In the first instance, national and local government will be sourcing and shaping projects across the legacy themes. Alongside this, regional Creative Programmers are sourcing and shaping projects to form the Cultural Olympiad which starts in September 2008.
Applications will be assessed via a formal process within LOCOG.
What are the criteria?
The organisation must be non-commercial and be able to demonstrate its ability to deliver the project and achieve its set outcomes. The project must be non-commercial and genuinely inspired by London 2012 – whether as an entirely new initiative or an existing one that has been super-charged by the Games.
The process of application seems bureaucratic – why should we apply when there is no funding available?
We’ve worked hard to keep the process as simple as possible but anything to do with the Olympic Games and the Paralympic Games will be aspirational – we can’t give out the new mark to everyone, projects have to be in line with the Olympic values.
Evidence from our extensive consultation suggests that demand for the Inspire mark is extremely strong, and that has been on the clear understanding that it is about participation and being inspired by the Games, rather than funding.
Can commercial companies apply even if it is for a not-for-profit event?
We will only accept applications from not-for-profit organisations
Is there a right of appeal against a decision?
No. Applications are assessed against set criteria but we also have to make a judgement about content and about the balance of applications coming through. Written feedback will be provided to applicants who will be encouraged to re-apply where they can demonstrate they have developed their project further in response to our feedback.
How long does should we allow for an application?
We aim to process applications in 8 weeks. Where a decision is positive, a licence will be issued within 4 weeks. Once the licence has been signed and returned, a briefing session will be arranged with your programmer. At this session you will receive access to the mark and learn about the approvals process. Approvals take 2 weeks each. In all, we would recommend applying between six and 12 months before you wish to use the mark publicly.
Funding issues
Can organisations apply for the Inspire Mark without having funding in place?
Projects must be fully or largely funded already. We cannot endorse an organisation to aid them with their fundraising.
Can a project have any commercial funding?
No. This is a non-commercial programme. However, for the Cultural Olympiad, a few exceptions will be considered on a case-by-case basis and subject to heavy restrictions.
Will you fund projects receiving the mark?
No. We believe there are a variety of sources of funding to support great projects, however this programme’s aim is specifically to identify those projects which draw real inspiration and connection to the values of London 2012.
Why can’t a project have commercial funding?
LOCOG is a privately funded organisation and our commercial partners provide very significant amounts of the funding required to mount the whole of the London 2012 project. They invest significantly in return for exclusive access to London 2012. It would be unfair and damaging if that was undermined by ambush marketing.
Languages
Which languages is the Inspire mark available in?
Two versions of the Inspire mark are available, English-language and dual Welsh-English language.
Why aren’t other language versions of the Inspire mark being made available?
Other than English, Welsh is the only language that has legal standing in the
Will supporting documentation be made available in Welsh?
Yes. Welsh translations of the application form, guidance notes and other core documents produced will be made available in Welsh. This will be ready for early 2009 when we plan to have an Inspire Programme Advisor based permanently in
Post licence
How do we get hold of the emblem and the guidelines?
At the briefing session, your programmer will, wherever possible, help you register online for the Brand Centre. This will give you access to Brand Story, background on the Inspire mark, and your welcome pack and guidelines.
How can we use the mark?
Your organisation can use the mark according to the uses outlined in the first section of your licence agreement. Typically, this will be on a relevant web-page, a poster and a brochure or programme cover. The mark can only be used in relation to the project for which it was licensed – the mark does not apply across an organisation.
When can we start using the mark?
Subject to the terms of your licence, you can start using the mark publicly from September 2008.
What do we need to get approval for?
Every specific use of the mark must be approved in advance of publication. Where you are requesting to use the mark in a publication, the whole publication must be submitted for approval.
How do we get approval?
Submissions are made through the IOC extranet, Athena – www.olympicmarketing.com.
How does my organisation register?
Your organisation can register online ( www.olympicmarketing.com) and, wherever possible, your programmer will encourage you to register during their briefing session with you.
However, you will first need to have been set-up either by London 2012 (as a OCOG sponsor) or, where there is commercial funding for the project, by the IOC (as a TOP sponsor).
How does Athena work?
For each specific use of the mark, you will need to complete a Submission form within Athena. This is designed to enable us to understand fully your requested use. Feedback and/or approval will be provided by email to the registered user.
N.B. Publication cannot take place until approval has been given. Please allow sufficient time for approval (10 working days) and also to make any changes which may be necessary.