13th Apr 11
Sainsbury’s launches 1 Million Kids Challenge
by Adam Richards
Doing it for the kids: Sainsbury's launches Paraolympics campaign
Doing it for the kids: Sainsbury's launches Paraolympics campaign
With 500 days to go until the Paralympic Games’ Opening Ceremony, the 2012 London Paralympic Games’ Official Partner, Sainsbiry’s, has begun its 1 Million Kids Challenge.
The aim of the Challenge is to encourage one million British children from across the country to sample the excitement by having a go of a Paralympic sport. In addition, Sainsbury’s revealed its Paralympic Legacy Fund, an initiative which will support Paralympic athletes and promote more active and healthier lifestyles for youths of all abilities leading up to the 2012 Games and beyond.
Using its Paralympic partnership as well as its commitment to promote a fitter, healthier lifestyle across all abilities and ages, Sainsbury’s hopes to ensure Paralympic sports are more accessible by providing schools with free sports equipment so children can try Paralympic sports for the first time.
In order to launch the initiative, Sainsbury’s CEO Justin King, LOCOG Chair Seb Coe, Paralympic gold medalist Ellie Simmonds MBE, Secretary of State for Culture, Media, Olympics and Sport Jeremy Hunt MP and BPA Vice-Chair Ann Cutliffe gathered with children in London to try Paralympic sports such as goalball, visually impaired football and sitting volleyball at the Lee Valley Athletics Centre. The schools involved were all Get Set network members, London 2012’s reward and recognition initiative for colleges and schools across the UK.
All of the participating schools in the Sainbury’s 1 Million Kids Challenge are eligible for addition benefits and rewards, such as access to the Games’ Ticketshare tickets as well as visits from athletes by being part of the Get Set network.
In addition to the Challenge, anyone who is keen to try a Paralympic sport can get in touch with Parasport, an organisation that has been put in place to ensure it is easier for the general public to learn about and compete in the sports in their communities.
Sainsbury’s, together with the BPA, has also put a Paralympic Legacy Fund in place which will provide the Paralympic athletes with support during the Games and beyond. The fund’s first initiative is the launch of a newly designed shopping bag featuring the Paralympic Games logo, which is on sale in Sainsbury’s outlets, with profits from sales going to the fund.
Sainsbury’s CEO Justin King said that as part of the ongoing commitment to promoting an active, healthy lifestyle, we are happy to launch the 1 Million Kids Challenge, a scheme that will provide children from communities throughout the UK the opportunity to participate in a Paralympic sport before the 2012 Games. He added that the Sainsbury’s Paralympic Legacy Fund will provide long term support for disability sport throughout the UK.
LOCOG Chair Seb Coe described the 1 Million Kids Challenge as one of many schemes by Sainsbury’s that will help promote the Games to the public. He said that the support throughout the UK is incredible and that Sainsbury’s is a highly valued partner of the Paralympic Movement.
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