"Getting Switzerland to move": evaluation of a new "Sport for All" programme

Even though sports participation in Switzerland appears to be quite elevated, recent research suggests that only about a third of the population are doing enough sports from a health perspective.

Against this background several Swiss health insurance companies together with the Swiss Olympic Association have recently developed a novel approach to get people to start physical exercise: Under the label of "Allez Hopl" sport clubs offer training and information courses aimed at motivating and helping previously inactive people to take on regular exercise.

The paper presents results from an interdisciplinary evaluation of the first three years of the "Allez Hopl" campaign. Starting from an overview of the basic idea and features of the campaign it asks whether "Allez Hopl" has reached its self-declared goal of "getting Switzerland moving". Available evidence on the social background of participants and their further activities shows that by systematically avoiding any reference to conventional notions of sport and by stressing the health and fun aspect instead. "Allez Hopl" has indeed managed to mobilise an important group with under-average levels of activity (particularly middle-aged women). In addition, on average the level of physical exercise of participants appears to have increased. Yet, the number of participants is below the original target values and, contrary to the campaign's initial goal, participants are reluctant to leave the programme after one course to take up an independent activity or to join a club.

The paper explores the achievements and problems of the campaign so far and offers an explanation of recent problems which can also serve as a basis for the implementation of similar programmes in other countries.