BT launches parenting push

BT is taking on the role of parental adviser in a new marketing campaign advising parents, carers and relatives how to train their children in sports.

The online ’Coaching for life’ programme is part of the company’s £80m sponsorship of the London 2012 Olympics.

BT is targeting the programme of 12 games at parents of six to 11 year olds and is hosting the scheme on its main website.

The telecomms giant hopes to capture the excitement of the London 2012 Games and says it aims to make playtime with young people “more enjoyable”.

The website provides downloadable instructions and videos to teach parents how to play each game. Coaching tips and principles are also available via the website.

Seperately, BT is sponsoring the Manchester Communications Academy, a new secondary school opening in Harpurphey, North Manchester, in September 2010.

The telecoms company will run sessions training pupils in drama, languages and digital communications.

This story first appeared on pitch

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