ALWAYS BE ACTIVE

ongoing

"he European Week of Sport (EWoS) project in Montenegro aims to promote physical activity, sport participation, and healthy lifestyles through a comprehensive three-year initiative (2025-2027) coordinated by the Ministry of Sports and Youth of Montenegro. The project addresses key challenges including low physical activity rates (52% of adults inactive), misconceptions about age as a barrier to exercise, and limited coordination among sport stakeholders. Through three core pillars – Event Organization, Coordination, and Communication – the project will create meaningful engagement opportunities across the country. For 2025, three flagship events are planned: a BE ACTIVE SPORT VILLAGE offering multi-sport experiences, a BE ACTIVE NIGHT featuring sport demonstrations and a sports fashion show, and a BE ACTIVE GAME exhibition match. Each following year we will ad something new to the table,These events will be complemented by activities addressing the four EWoS focus themes (Education, Workplace, Outdoors, and Sport Clubs). The project will establish a national coordination mechanism connecting government entities, sport organizations, educational institutions, and municipalities, creating a sustainable network that outlives the funding period. A strategic communication campaign will ensure high visibility while clearly acknowledging EU support. By 2027, the project aims to engage 25,000+ direct participants, establish a network of 50+ organizations, achieve 50% public recognition of the #BeActive brand, and create permanent structures for physical activity promotion across Montenegro. This initiative will not only improve health outcomes but also strengthen Montenegro's connection to European values and practices in the sport sector."