CRAFTING EVENTS THAT MATTER
Events can spark joy, build belonging and make a difference to people’s lives. As our chapter ends, we know so much more impact will continue. In this report, we share what works best when it comes to crafting events that matter.

THE END OF ONE CHAPTER – AND THE START OF A NEW ONE
From the start, we believed in the magical power of events to bring people together. We knew that, when planned and managed with care, events could break down barriers, create moments that truly matter and lead to impact that resonates for a long time to come. Thanks to the passion and hard work of so many grantees, volunteers and partners, that belief has been proven right time and time again.
In the past twelve years, we have funded projects and commissioned research that takes the very best of what we do well – delivering world-class events – to ensure that commissioners, funders and delivery organisations are better-equipped to use events strategically to leave a lasting impact for people and communities.
This report is filled with stories that show the real impact of Spirit of 2012. Stories of people discovering confidence they didn’t know they had; communities coming together in new ways; and events leaving a lasting legacy of connection and joy. These aren’t just numbers or case studies – they’re proof of what’s possible when we craft events with purpose and heart.
As we close this chapter of Spirit of 2012, I feel a deep sense of pride in what we’ve achieved together. But, more than that, I feel hopeful. The lessons we’ve learned and the tools we’ve created are now available in our Knowledge Bank, ready for others to pick up and use. The spirit of crafting events that matter doesn’t end here – it’s a baton we’re passing on.
A huge thank you to everyone who’s been part of our journey, particularly the National Lottery Community Fund that generously endowed us to do this work! The story of Spirit of 2012 isn’t over. It’s just beginning a new chapter, written by all of you.
Ruth Hollis OBE
Chief Executive, Spirit of 2012

Spirit of 2012 has made us realise what a legacy actually is
"What is a legacy?
It’s more than the medals (although they’re really nice).
It’s more than the spike in participation.
It’s more than the stunning Queen Elizabeth Olympic Park because, the reality is, not everyone in the country gets to go there.
What Spirit of 2012 has done is given so many people over the UK the chance to think about what their connection to London 2012 is and how proud they are of that connection. And it’s proven that there are a lot of people who just need a tiny little bit of help to think about what they're capable of.
Events organisers must think about how an event impacts an entire community in the long-term.
Spirit of 2012 has made us realise what a legacy actually is – it’s about how you empower people to make a difference and show them what they’re able to achieve. And that’s life-changing – just like the 2012 games were life-changing for so many athletes."
- Baroness Tanni Grey-Thompson, DL DBE
The spark of a spirit: Looking back at the opening ceremony
“Whenever a city is chosen to host the Olympics, there’s always a certain amount of naysaying involved. But my main memory of the opening ceremony was this sudden rush of warmth and enthusiasm across the whole country. Not only could you feel the collective relief that it wasn’t going to be a disaster, but excitement that – actually – it was going to be rather wonderful. And that spirit lasted all the way through the Olympics and Paralympics, right to the very end.
The opening ceremony represented such a wonderful moment in this nation’s history, capturing the best of us in terms of our creativity, organisation and joy.
Danny Boyle, the director of the opening ceremony, was keen to harness the enthusiasm of the volunteers, and everybody involved became incredibly committed. If you talk to any of the volunteers now, they still have gatherings together, all these years later.”
– Stephen Daldry, CBE
CRAFTING EVENTS THAT MATTER
Over the coming pages, you’ll find over a decade’s worth of learnings – categorised into four key themes – that explore pride, wellbeing, participation and partnerships. Within each section, we share:
- A few shining project examples – from happiness and hope, to youth leadership and community pride – to show what works, what matters, and what’s possible.
- Insights from relevant thought leaders who have generously shared their experiences, opportunities and insights.
- Examples of ongoing, wider societal impacts.
We hope it inspires you to continue to shape a better future through powerful, impactful events.

Creating pride through co-creation and co-ownership of events
“With the 25th anniversary of the Good Friday Agreement coming up, we decided to apply to Spirit to run an event to build social cohesion. From the start, we planned the event with its long-term legacy in mind, considering things like accessibility, inclusivity and interactivity to ensure the event itself would be exciting, interactive and engaging. But we wanted to think about how we could create a connection between the attendees that would last beyond the event. That meant involving a whole range of local communities – young people, Protestant and Catholic – from the very start, who helped us design and organise it and feel a sense of ownership about it.”
– Angila Chada, Former Director of Springboard Opportunities, MBE
FURTHER RESOURCES
Moments to Connect
A programme of seven events across the country in 2023 that connected people and communities across divides to explore how events could contribute to social cohesion.
Moment to Movement
How do you turn the energy of a
single event into a lasting legacy of community cohesion? The Jo Cox Foundation reflected on findings from their Great Get Together events and More In Common campaign in terms of how to turn one-off events into lasting, stronger communities.
Seizing the Moment
British Future’s report looked at how events – especially those around national traditions and heritage – could bridge divides between people and strengthen shared identities.
Moments That Make Us Proud
In their national polling, Public First found widespread support for events as a source of national pride across the UK. People of all ages and backgrounds broadly agreed that events made them proud to live in the UK.
Projects
EUROVISION 2023: MUSIC, PRIDE AND BELONGING IN LIVERPOOL
When Liverpool was chosen to host Eurovision 2023 on behalf of Ukraine, something remarkable happened. Even before the music began, the city felt it. Anticipation grew. Pride swelled. And a shared sense of purpose brought people together.
Read MoreOUR LIVES, OUR LEGACY: ONE PROJECT, TWO COMMUNITIES AND 15 AGENTS OF CHANGE
What happened when Springboard invited two historically divided communities to share how the Good Friday Agreement impacts their worlds today?
Read MorePLAYING OUT: THE MORE THE MERRIER IN THE MIDLANDS
How a partnership with Warwick Arts Centre brought creative activities and collective pride to the local neighbourhood of Canley.
Read MoreEVENTS THAT BUILD SOCIAL COHESION
“I knew from the very first meeting with Spirit that this was a different type of organisation and what they were going to do was pretty significant. Their focus on making things work – and making sure you are able to dissect and analyse when things didn’t work – helped us design and plan events in such a way that they have an influence and impact right through into building social cohesion in the communities.”
– Angila Chada, Former Director of Springboard Opportunities, MBE
FURTHER RESOURCES
Embedding and evaluating wellbeing in your projects
With over a decade of experience funding and supporting wellbeing-focused initiatives, we gathered our insights and resources so you, too, can integrate these principles into your work.
Renaisi evaluation
One of our independent learning partners between 2019 and 2023, Renaisi looked at the impact Spirit’s investment had on wellbeing.
Projects
EmpowHER: IMPROVING GIRLS’ WELLBEING THROUGH YOUTH-LED SOCIAL ACTION
Read MoreCould the centenary of women’s suffrage be used as a moment to improve the wellbeing of young women and girls? EmpowHER used events to develop confidence, happiness and purpose for teenage girls.
OUR DAY OUT: CREATIVE JOY AND CONNECTION IN LATER LIFE
Read MoreSometimes, impact looks like music, dance and laughter in a community hall. It’s that simple.
UK CITIES OF CULTURE: TURNING CITY LIFE INTO COMMUNITY HAPPINESS
Read MoreNurturing happiness, health and wellbeing in Hull and Coventry through inclusive, creative programmes. Because feeling good about where we live makes an enormous difference.
THE TRANSFORMATIVE POWER OF AUTONOMY
“Being on Spirit of 2012’s Youth Panel gave me a rich insight into who wasn't engaged in the power of arts, culture and sport, and how we reach those people in the UK. The panel was given decision-making power, and having that opportunity and autonomy at that age is really important. But it’s also rare for young people to be trusted in that way, which is why the experience was so transformative. Today, I work with young disabled people, giving them access to sporting opportunities.”
– Sophie Humphries, former member of Spirit of 2012’s Youth Panel
"As the Chair of the Youth Panel, I was able to develop my leadership skills, confidence and communication skills that played a big part in me going on to found my social enterprise, 2–3 Degrees, which supports young people in the ‘forgotten middle’ to fulfil their potential. For me, that is probably the biggest legacy I take from it – that we were able to give opportunities to young people who wouldn't usually get them, and directly influence them in terms of their education and career decisions. My experience on the youth panel gave birth to a desire to do more of it."
- Carl Konadu, former chair of Spirit of 2012’s Youth Panel, BEM
FURTHER RESOURCES
Designing Inclusive Events Starter Pack
Summary of our research and practical tips to help event planners ensure their events are welcoming to everyone and include people at every stage.
Making Events Work for Everyone
Report summarising learning from our funded projects around the topic of disability inclusion with advice and recommendations for how UK events can be designed and delivered to be more inclusive – and how they can help foster a more inclusive society.
Playbook for Equality Diversity and Inclusion
(Centre for Culture, Sport and Events)A four-step guide to help you embed equality, diversity and inclusion (EDI) in events from the outset.
Volunteering Together:
Inclusive Volunteering and Disabled People (Kim Donahue and Associates)
Projects
GET OUT GET ACTIVE: CHANGING THE WAY WE THINK ABOUT INCLUSION IN PHYSICAL ACTIVITY
To extend the energy and excitement of the Rio 2016 Olympic and Paralympic Games, Get Out Get Active was developed to ensure that activity programmes were accessible to many more people by removing the barriers that prevent inactive people becoming active.
Read MoreCRITICAL MASS: DANCING INTO A NEW ERA OF INCLUSIVE EVENTS
What does true inclusion look like on one of the world’s biggest stages? Critical Mass, part of the Birmingham 2022 Commonwealth Games Cultural Festival, made sure the opening ceremony featured people from the local community, focusing on those most likely to be excluded.
Read MoreCAMP GLASGOW: GIVING YOUNG PEOPLE A SPORTING CHANCE
One of our very first grants, StreetGames opened the doors to the Glasgow 2014 Commonwealth Games for young people from communities across the UK who would normally have been left out.
Read MoreCREATING A SHARED LANGUAGE
“Spirit has been a really brave funder in terms of how they've engaged with diverse, community-led voices during their decision making. Over the years, I’ve had the pleasure of speaking to some of their youth panel, their trustees, and some of the working groups around, for example, disability and inclusion. All those voices were baked into the funding decisions, as well as into the communities that then went on to benefit from the funded programmes.
What Spirit and other organisations have done is convened different sectors and made them talk to each other. Whether people are from arts, sport, academia, events – there is more of a shared language now, so their dialogue is even more powerful.” access to sporting opportunities.”
– Dr Verity Postlethwaite, Lecturer in Strategic Event Management, University of Loughborough
“People come together to celebrate. They come together to watch excellent sportspeople and to watch artists. And, when they do so, they have shared experiences, develop memories, and are reminded that where they live is an inclusive place. That’s why sport has always had a cultural element to it, because it’s about the power of togetherness.
The more that we blend sport and cultural events together, the more it makes sense – and Spirit has focused on these commonalities and crossed those boundaries so we can take learnings on board when we start to think about events in the future.”
– Jonothan Neelands, Professor of Creative Education, University of Warwick


conclusion
From Norfolk to Northern Ireland, From Glasgow to Liverpool - across the length and breadth of the UK.
International city-stopping moments. Workshops in community halls. Sports, arts, culture, education. Whatever the event, we’ve seen that they all have the power to make a difference long after the doors have shut and the last person leaves.
And this is still just the start.
We look forward to seeing how the spirit of everything we’ve achieved since 2012 continues in future events for many years to come – with you in the driving seat.
Jane, Lady Gibson OBE
Chair, Spirit of 2012
- Our overall learnings
- The power of the collective is strong. Helping people share experiences and moments builds pride that unites and bonds.
- Events are all about emotion. And measuring how they make people feel helps inspire what we do in the future.
- Inclusivity is everything. When we break down barriers and open doors, everyone benefits.
- By highlighting how we’re all part of the bigger picture, we can encourage everyone to make sure events become more than the sum of their parts.