Estonian Olympic Committee Launched Campaign "Word has Power"

06.04.2025
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06.04.2025
On April 6, the Estonian sports community celebrated the International Day of the White Card – a symbolic day when athletes and sport stakeholders worldwide show a white card to raise awareness for positive values in sport. To mark the occasion, the Estonian Olympic Committee (EOC) and the Estonian Center for Integrity in Sports (EADSE) launched a nationwide campaign titled “Word Has Power”, aimed at preventing verbal abuse and promoting a safer, more respectful sporting environment.
As part of the campaign, reminder signs will be installed at sports venues across Estonia, highlighting the core principles of ethical conduct in youth sports: 
  • We support the joy of sport in young athletes
  • We respect referees and coaches
  • This is not a World Cup
  • Respect the game. Respect each other
EOK President Kersti Kaljulaid emphasized the importance of ensuring a safe and supportive sporting environment for youth in Estonia. 

 Johanna Talihärm (member of the EOC Athletes' Commission and liaison to the IOC Athletes' Commission) and Kersti Kaljulaid (President of the Estonian Olympic Committee)

“Words shape attitudes. That’s why it’s essential to be mindful of how and what we say, especially in a sports setting. There is a big difference between asking a child ‘How did you do?’ versus ‘What did you learn today?’ The first focuses on results, the second on growth. And this growth-oriented communication creates an environment where children can experiment, learn, and develop without fear of failure,” said Kaljulaid.

ESTCIS' Safeguarding Officer Ilona Kivisik added that the campaign is a response to real concerns shared by parents, referees, and coaches nationwide, who have reported cases of parents behaving in an overly emotional - and at times even aggressive - manner during youth competitions.

“Negative comments and unfair criticism can cause stress, anxiety, and lower self-esteem in children, and in some cases, even lead them to quit sport altogether. But more importantly, such behavior threatens the joy of sport and and can interfere with fostering lifelong engagement in physical activity. Our aim is not to judge, but to raise awareness so that everyone has the opportunity to enjoy sport in a respectful and supportive environment,” explained Kivisik.

The campaign is endorsed by numerous Estonian athletes and coaches, including two-time Estonian Male Athlete of the Year and track & field coach Magnus Kirt, who underlines the deeper impact of everyday language in sport:

“Our words carry incredible power – they can either build confidence or leave lasting scars. A sports field should be a place where young people feel safe, valued, and supported.”

The “Word Has Power” campaign will run throughout April, encouraging everyone involved in sport to reflect on their role in shaping a more positive and respectful sporting culture.

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