Fédération Française d'Aïkido, d'Aïkibudo et Affinitaires

Founded in 1983, the FFAAA (French Federation of Aikido, Aikibudo and Affiliates) is accredited by the Department of Youth and Sports and a member of the Aikido Federations Union. It now boasts some 900 clubs and 30 000 members.

Objectives

Make aikido known amongst 18-25 year olds
Encourage them to practice it
Increase parental awareness of this martial art (as they have indirect influence)

Strategies

Conscious that aikido is mainly practiced by the over 25 age group people, the Federation was keen to communicate with a younger target market. Cap & Cime PR therefore recommended the use of a specific technological tool adapted to this young target market. This approach enabled the Federation to reach those young people via journalists, 70% of whom consider the Internet to be their key source of information (study led by Middleberg Communications and the Society for New Communications Research).
The result: a video podcast was made by Cap & Cime PR in collaboration with a sports journalist from the French channel Canal+ and was put online on main community video websites. This was a good way to show the target group and older age groups the advantages of this martial art which focuses on channeling energy whilst developing the body and mind.


www.aikido.com.fr