The European School Sport Day (ESSD), launched in Bulgaria, Hungary and Poland, has since its introduction year in 2015 grown into a significant force in promoting health-enhancing physical activity (HEPA) among students and school communities in the above countries and across Europe – and beyond. A recent analysis of the initiative’s impact in Bulgaria conducted by Laska Nenova - MPH and general manager of BG Be Active from 2014 to 2023 highlights its success in addressing pressing European health challenges while identifying opportunities for further growth and innovation.

The first attempt to involve schools in a national initiative promoting HEPA was led by BG Be Active in 2014 during MOVE Week – the European Week of Physical Activity and Sport led by ISCA. That year, BG Be Active tested a concept introduced by the Hungarian School Sport Federation (HSSF). 147 schools and 13 kindergartens participated, engaging over 36 000 children and students in various activities.

Building on this initial experience and in partnership with HSSF, International Sport and Culture Association (ISCA), Youth Sport Trust International (UK), European Physical Education Association (EUPEA), and  V4Sport (Poland), the organisations joined forces to create a Europe-wide initiative promoting HEPA in schools, which became known as ESSD.

The first European edition of ESSD was launched in 2015, with pilot initiatives in Bulgaria, Hungary, Poland, and England. In Bulgaria, the inaugural European School Sport Day took place on 25 September 2015. During this pilot edition, 231 schools participated, involving approximately 45 000 students. BG Be Active distributed promotional materials and sports equipment to 210 schools as part of the coordination effort.

The 2015 initiative gained significant media attention, with over 50 articles covering ESSD in national and local outlets. Schools from both large cities and small rural areas, including those predominantly attended by minority groups, took part. ESSD 2015 marked the first attempt at national dissemination of the message about the importance of sports and physical activity (PA) in daily life and as an integral part of the school curriculum.

ESSD in Bulgaria has achieved remarkable results, encouraging students to engage in PA for at least 120 minutes on the designated day. The initiative promotes creativity, sportsmanship, empathy, perseverance and an environmentally friendly approach through a variety of events ranging from traditional sports like volleyball, basketball, football, running, and tug-of-war to innovative activities such as Sumba, yoga, general strengthening exercises, competitive games aimed at enhancing emotional engagement and creating joyful moods, as well as games focused on the joy of movement and activities like waste separation.

Growing reach and participation

In the past almost 10 years, ESSD in Bulgaria has recorded continuous growth in the number of participants, schools, and activities. The diversity of activities has expanded significantly, with more than 19 000 unique events reported by BG Be Active. Based on the questionnaire answers of more than 3 000 teachers, it is worth mentioning that over the years, ESSD has gained widespread enthusiasm, achieving an average participation satisfaction score of 4.77 out of 5. Teachers have praised the program for motivating and incorporating lifelong healthy habits, with 55% of participants motivated primarily by the desire to increase PA.

Challenges and Areas for Improvement

Despite its successes, the ESSD initiative faces challenges typical of large-scale programs. Limited funding, inadequate promotional resources, and a lack of systematic and consistent integration into national health strategies have prevented its full potential. Feedback from schools underscores the need for more promotional materials, greater support for smaller schools, and assistance in engaging public figures to strengthen the program's visibility and impact.

Key recommendations derived from the evaluation and analysis of ESSD, Bulgaria - 2014-2023

1) Enhancing the image and positioning of physical activity (PA). It’s crucial to highlight the significance of PA for both physical and mental health. Schools, parents, and the wider community should recognize and support the role of PA in fostering healthy habits and behaviors. This includes:

• • • Encouraging regular participation in physical activities.
    • Providing resources and integrating PA into school curricula.
    • Framing PA as a fun and positive part of daily life rather than an obligation.

2) Institutional partnerships are vital for the sustainability and impact of health-promotion initiatives. Community partnerships with sports organizations, parents, and local governments can amplify efforts. This recommendation applies equally to NGOs, sport clubs, sport organizations, educational institutions, and national authorities promoting health. In addition, establish a system for monitoring and evaluating program impact. Regular feedback from participants and partners can guide ongoing improvements.

3) Acknowledging the work of NGOs and sport clubs in health promotion. Over the past decade, various NGOs—led by BG Be Active—have invested substantial effort, funding, and resources to promote health-enhancing physical activity (HEPA). However, these contributions often go unrecognized by institutions, despite the national impact of initiatives like ESSD and No Elevators Day. Greater acknowledgment is essential to keep the work and motivation of the sector.

4) Students, teachers, and parents must be involved in ideating, organizing, and participating in activities. A co-creation approach enhances everyone’s commitment to fostering an environment that supports HEPA.

5) Fun, Enjoyment, divercity, culture of regular PA

• • • Programs offered to schools should focus on fun and innovative methods to attract students. Highlighting the enjoyment of PA increases participation.
    • Schools should incorporate various activities catering to different interests and abilities. This includes modern forms of movement like street basketball, fitness, hip-hop dance, crossfit, and parkour.
    • Even if initiatives start as single-day events, they should aim to establish a culture of regular PA in schools to ensure long-term health benefits.

6) Building teacher capacity is essential. Teachers need support, training, and access to best practices to effectively implement and sustain these programs. Workshops, materials, and international networks can help.

7)Educating parents about the importance of HEPA for both their children and themselves will ensure their greater understanding and support for involving kids in regular.

8) Schools engaging the wider public  through media. Schools can play a proactive role by sharing new insights, success stories, and research on HEPA to amplify their local communication efforts.

9) Motivation and Recognition of teachers responsible for the on the ground implementation of the ESSD is important to set the tone of recognizing their everyday efforts and health education and promotion. Events that recognize the efforts and achievements of schools and students significantly boost motivation. Combining such recognition with educational conferences and workshops adds further value.

A model for community-centred health initiatives

The European School Sport Day holds significant potential for integration into national programs for health, education, and children's sports. It should be seen as a positive agent of change that can contribute to achieving the goals of these programs. To this end, a strategic document can be developed, clearly outlining how ESSD can support the work of national institutions responsible for health promotion by complementing existing programs and proposing new ways to encourage physical activity among children. 

This strategy should address specific challenges in the areas of physical education and sports while promoting the formation of healthy habits. The involvement of Regional Education Departments (RUOs) and Regional Administrations should become a key factor for the initiative's success.

The Road Ahead

As Bulgaria reflects on ESSD's decade-long journey, the focus remains on scaling its impact. By addressing systemic challenges highlighted by the analysis of 10 years of implementation and embracing innovative approaches, the program is ready to inspire a healthier, more active generation and set a standard for health promotion initiatives across Europe.

To get in touch with BG Be Active please visit:

    Website: https://www.bgbeactive.org/ 
    Facebook: https://www.facebook.com/bgbeactive 
    Instagram: https://www.instagram.com/bg_beactive/ 
    LinkedIn: https://www.linkedin.com/company/bg-be-active/

To get in touch with research author: 
Laska Nenova, MPH, LinkedIn https://www.linkedin.com/in/laskanenova/