The Evening Standard and EDF Energy are teaming up to offer £1m-worth of sports equipment to schools in London through a token-collect scheme.
Both the Evening Standard and EDF Energy are leading partners in the 2012 London Olympic bid and are keen to show their support in encouraging sport among youngsters.
The Sport for Schools token-collect scheme will run for six weeks from January 31 to March 11 in the newspaper. Schools that pre-register on a dedicated website will automatically receive £50 and each token cut from a copy of the Evening Standard will be worth 10p. The sports equipment in the promotion is being provided by bulk supplier GLS. Schools will also be able to use their tokens for coaching or sports transport costs.
School token-collect schemes have a chequered history. Tesco’s Computers for Schools promotion was well received, but Cadbury’s Get Active promotion, which offered sports equipment for chocolate bar wrappers, was criticised by both teachers and the Food Commission for encouraging unhealthy eating.
Walker’s Books for Schools campaign, operated in partnership with The Sun and the News of the World, also came in for criticism. Both schemes were condemned by the National Union of Teachers for promoting unhealthy products and in 2003 the NUT passed a motion at its annual conference asking schools not to take any “funding” from tokens for schools schemes (MW April 24, 2003).