By redefining the language of the volunteering sector, we succeeded in mobilising an apathetic nation gripped by recession. Renaming volunteers ‘Games Makers’ reminded people they could play an active role in making the London 2012 Olympic Games happen. This prompted over 250,000 applications. The effectiveness of the Games Makers encouraged Rio 2016 and the Tour de France to adopt the name. A recent survey revealed that 44% of UK adults (around 20 million people) wished they had been Games Makers. ‘Games Maker’ is now partof our everyday language and has entered the Oxford English Dictionary.
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