ANOC Sustainability Accelerator Program Webinar 4 focuses on communicating sustainability
The fourth webinar of the ANOC Sustainability Accelerator Program brought together around 60 participants from 40 National Olympic Committees (NOCs) for an engaging session on how to communicate sustainability in a clear, authentic and impactful way.
Titled “Communicating Sustainability to Athletes, Fans and Other Stakeholders”, the webinar was delivered in two sessions to maximise participation across different time zones. Participants heard from leading experts from the Olympic Movement and the wider sports community, as well as practical case studies demonstrating how sustainability can be communicated effectively across different audiences.
The webinar featured presentations from Ewa Magiera, Senior Sustainability and Legacy Communications Manager at the IOC, Lina Taylor, two-time Olympian and CEO of HQimpact.org, and case studies from Riikka Rakic (International Biathlon Union), Niels Dokkuma (NOC Netherlands), Maria Lima (NOC Cabo Verde) and Leslie Cooper (NOC Chile).
Ewa Magiera opened the webinar by presenting the IOC’s sustainability communication strategy, highlighting how effective communication can inspire action while protecting the credibility of the Olympic Movement. She emphasized the importance of ensuring that sustainability communications are transparent, evidence-based, authentic and people-centred, with athletes playing a key role in bringing sustainability stories to life.
Lina Taylor introduced the REAL Framework for sustainability communication, encouraging organisations to Read the room, Elevate rather than guilt, Anchor messages in today’s reality, and Live the values they communicate. She emphasised that authentic storytelling is often more powerful than facts alone when inspiring audiences to take action.
Riikka Rakic shared how the International Biathlon Union has embedded athletes at the heart of its sustainability communications through its Athlete Ambassador Programme, helping deliver authentic messages that resonate with fans and the wider sporting community.
Representing NOC Netherlands, Niels Dokkuma presented the organisation’s approach to promoting sustainable mobility, demonstrating how communication can be more effective when it focuses on the practical benefits of behavioural change rather than environmental impacts alone.
Maria Lima showcased how the Cabo Verde Olympic Committee uses Olympic values together with the UN Sustainable Development Goals to engage young people and local communities through educational and environmental initiatives that create lasting social impact.
Closing the webinar, Leslie Cooper presented how the Chilean Olympic Committee has built a sustainability communication ecosystem by engaging athletes, employees, sponsors and communities, ensuring that sustainability messages are supported by visible actions and strong organisational leadership.
The webinar concluded with an interactive question-and-answer session, allowing participants to exchange ideas and discuss practical approaches to strengthening sustainability communications within their own organisations.
The full replay of the session is available on ANOC.tv via this link.
