Sainsbury’s unveils £1m Paralympic legacy scheme

Sainsbury’s will invest £1m in an initiative to teach schoolteachers the skills to include disabled kids in PE lessons as part of its Paralympic legacy programme.


The supermarket, a Paralympic Games sponsor, has developed the four-year programme, Active Kids For All, in partnership with the British Paralympic Association (BPA) and other related bodies. It aims to help disabled children lead healthier lives.

An “inclusive PE Training Program” will be funded by the supermarket “to ensure teachers within schools have the required skills and confidence to teach and include disabled children in activity, PE lessons and sport”. It is estimated that 80% of all disabled children currently attend mainstream schools.

The program is one of three marketing initiatives launched by the supermarket this week. It will launch the latest television spot in its “Live Well For Less” campaign tomorrow (15 September). The AMV created ad features a farther and daughter flying a kite to illustrate the inexpensive activities parents can share with children.

Earlier this week, the supermarket launched a fresh push for sales promotion scheme Brand Match.

It will be hoping this multi-pronged approach focussing on CSR, savings and value will help maintain growth after the latest Kantar figures showed it grew its share of the supermarket sector by 3.8% in the 12 weeks to 2 September.

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