The launch of the Generation Amazing (GA) Community Club played a key role in promoting physical literacy in Qatar and abroad, engaging communities through various activities that help develop life skills, an official at Supreme Committee for Delivery & Legacy (SC) has said.
“The idea behind the community club is that it’s an ecosystem and incubator where you can empower the community itself; it's a place not just for physical activity for families and members to come together,” said SC partnership officer Mohamed AlMuhannadi.
He was speaking at the recently held “Discovering Physical Literacy” conference and launch of Qatar’s national physical literacy journey at the 3-2-1 Qatar Olympic and Sports Museum.
The conference was organised in partnership with the International Physical Literacy Association, the Qatar Olympic Committee, Unesco, the Ministry of Public Health (MoPH), and Generation Amazing.
AlMuhannadi, joining other panelists at the talk, said that the community club – launched in Lusail – serves as a platform to introduce programmes that fit the needs of the community.
It also partners with organisations in Qatar such as Qatar Social Work, Qatar Foundation (QF), and various schools, among other institutions.
“We've launched a concept that is not unique to us, it's a concept that's been kind of rolled out in the past but we've made a few twists and added on to this concept,” AlMuhannadi said, adding that they try to look at the needs and conduct some analysis to see what social issues these communities face.
“We're in Lusail, and for example Shafallah (Centre for Persons with Disabilities) is right next to the community club, literally a minute away, that's a good opportunity for us to offer ability-friendly programming,” he said. “It could be educational workshops, whatever it is that benefit the community … we're rolling out this concept in different communities so we have a community club in Rwanda that is going to be launched very soon, the Philippines, in India and also in Jordan.”
In Qatar, AlMuhannadi said they designed their programming to promote physical literacy by contributing to the development of key life skills such as communication, leadership, and inclusion.
“Globally it's a similar kind of engagement, so we've been working in … I think we'll be reaching over 60 countries this year, and we've reached 750,000 beneficiaries since the start of the programme, which is really an achievement for a World Cup project for the host country,” he noted.
According to AlMuhannadi, GA also launched an online coach education, with seven units tailoured/designed to teach a community coach.
It aims to promote inclusion and create a safe environment for children from different ethnic and racial backgrounds, from different religions, and from different abilities to come together and play.
He said that such a programme was also used in countries like Argentina, Myanmar, Uganda, Iraq, Pakistan, Nepal, and Jordan, and in many different countries, partnering with the International Federation of the Red Cross and Red Crescent Societies in training these young facilitators.
“These young facilitators have led their own micro-projects using these curriculums, and it's through this consciousness, it's through this awareness, that physical literacy is key to solving key social issues such as exclusion … exclusion is a huge issue in every single country,” AlMuhannadi said.

Generation Amazing was launched by the Supreme Committee for Delivery & Legacy (SC) in 2010 and is active in countries around the world, including Qatar, India, Jordan, Lebanon, Myanmar, Nepal, Oman, Pakistan, the Philippines, Rwanda, and Uganda.
The foundation operates in alignment with the United Nations Sustainable Development Goals, promoting inclusion and gender equality in its football for development programme, and has positively impacted more than 750,000 people since its launch.
It aims to exceed 1mn beneficiaries before the end of 2022.
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