Sainsbury’s has launched its ‘Active Kids For All’ initiative, to help make sure that disabled children in schools are included in PE.
The identity for the campaign, which forms part of the retailer’s ‘Paralympic Games Legacy’, was created by INITIALS Marketing.
Lucy Savage, director at INITIALS Marketing, said: “The Active Kids For All creative is designed to have synergy with Sainsbury’s Active Kids, but with a more adult feel to appeal to teachers and other professionals, who are serious about learning how to work with kids of all abilities. We combined creative cues from the London 2012 Paralympic Games logo with the Sainsbury’s brand to serve as a lasting legacy of Sainsbury’s commitment to support inclusive sport.”
The campaign creative, which will feature on all training materials, has been designed as to compliment the wider Active Kids campaign; with the aim to instill confidence in teachers and support staff to include disabled children within PE lessons and sport activity.
Jat Sahota, Sainsbury’s head of sponsorship, said: “Eighty percent of all disabled children in education currently attend mainstream schools and many may not be fully included in PE classes and sports lessons. Our Active Kids For All scheme is one of the ways we’re looking to tackle this issue by helping to grow the confidence of teachers in schools.
“It was important for the identity to retain a level of recognition of the Active Kids campaign while marrying this with a little spirit of the London 2012 Paralympic Games, which we have in the design from INITIALS Marketing.”