The Institute of Leisure Amenity Management (ILAM), has called the Department of Culture, Media and Sport's (DCMS) 10-year creativity work programme 'narrow' and urged ministers to widen its focus. DCMS launched the initiative last month in its Culture and Creativity: The Next Ten Years green paper to look at best practices for nurturing cultural creativity from childhood. The paper also examines how to free artists and cultural institutions from bureaucratic controls, and make the freedom to explore and enjoy creativity and culture 'available to all'. Although ILAM has welcomed DCMS' paper, the organisation is concerned that the strategy focuses too strongly on the arts and creative industries and not enough on sport and local community. ILAM acting director, Sue Stayte, commented: ILAM feels that creativity and creative industries are being seen in a narrow context. For example, the role of sport has not been fully explored. The creative industries associated with sport in this country are enormous and deserve greater recognition by the department and within its policy documents. On its launch, Prime Minister Tony Blair, focused on the arts: Over the next 10 years we want to work towards all children having the freedom and opportunity to develop their creative talent. We need to free our best artists and creative professionals from the excessive bureaucracy that stifles them. And free access to our national museums and galleries help to give everybody the opportunity to enjoy the creativity of others.