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P1. Physical Activity: Community
1 January, 2013
Submitted: 18 May, 2015
Through your physical activity pledges you will be working with employees, customers/consumers and/or local communities. For each group (as applicable) please describe the specific activities or projects you have undertaken over the past year.
For example, employee incentive schemes to promote physical activity, awareness raising activities or improvements to facilites to promote active travel.
In 2014 we invested more than £10,000 to provide Asda Active 'Family Fun Zones' at the Leeds, York and Hull Run4All Events to give spectators, as well as the runners, the chance to get active on the day. This was free to all but particularly appealing for the families of all the runners, many of whom were Asda colleagues. Activities included zumba, penalty shootouts, an inflatable assault course and mini athletics sessions and nearly 5,000 people passed through the zone on the day of the event. We have continued this investment in 2015 and expanded these zones to other Run4All locations including Lincoln and the Pennines, as well as adding in new activities.
For example, supporting/sponsoring local physical activity programmes, promoting physical activity to customers through website campaigns or in-store materials.
We continue to promote our partnership with Sports Leaders UK in store and online. To encourage our customers to do more physical activity we have worked together to develop a handy fold-out poster full of simple, free activity ideas that parents can use to keep their kids active and entertained in their own back gardens during the holidays. We have given out more than 50,000 of these posters for free via our Community Life Champions in stores, as well as making the leaflet free to download via our website www.asda.com/active
We also run in-store healthy activity events through our Community Life Champions, where we distribute educational resources to customers and invite in local sports providers to showcase their services to local customers.
We worked with the British Nutrition Foundation to develop a wide range of healthy eating activities and educational materials that we have made available to customers for free at our new website http://recipes.asda.com/Community-Life
For example, support for community-based physical activity programmes (such as funding, sponsorship or other promotion activity), working with local partners to engage communities is physical activity opportunities.
We estimate that more than 60,000 primary school children benefited from our 400 Asda Active Sports Days that were delivered in partnership with approximately 7,000 teenage Sports Leaders volunteers. Nearly 1,000 primary schools across the UK benefited from a better quality sports day as a result of this activity, and all of the Sports Leaders involved were able to boost their CVs and UCAS applications in the process.
We held an in-store launch to promote Sports Leadership qualifications and the importance and benefits of physical literacy and activity (including giving away free activity ideas posters to customers). To ensure a good balance, we worked with the Children's Food Trust to develop a healthy nutrition presentation and trained our Community Life Champions to deliver it in primary schools across the UK as part of their support for the Asda Active campaign.
Our charitable Foundation, the Asda Foundation, has an ongoing strategic and delivery programme with the Active Communities Network. We currently run two programmes with bespoke, localised elements, one in Belfast and one in London, which aim to tackle poverty and social deprivation at the heart of neighbourhoods with grassroots projects, primarily through the medium of sport.
In 2014 we invested more than £10,000 to provide Asda Active 'Family Fun Zones' at the Leeds, York and Hull Run4All Events to give spectators, as well as the runners, the chance to get active on the day. This was free to all. Activities included zumba, penalty shootouts, an inflatable assault course and mini athletics sessions and nearly 5,000 people passed through the zone on the day of the event. We have continued this investment in 2015 and expanded these zones to other Run4All locations including Lincoln and the Pennines, as well as adding in new activities.
Please estimate the number of people that (a) participated in your community programmes:
Please estimate the number of people that (b) were more active as a result of participating:
Please explain how you arrived at these estimates (if unknown, please explain why):
In 2014 we reached more than 60,000 children through 400 large-scale Asda Active Sports Days across the UK that in turn were organised by nearly 7,000 Sports Leaders volunteers. We arrived at these estimates by asking the teachers at the schools involved to tell us how many kids were attending each event and working with Sports Leaders UK nationally.
Please indicate which of the following demographic groups within the local community that you have worked with to promote increased participation in physical activity:
Women, Men, Older adults (65+), Children & young people, Black or Minority Ethnic (BME) Communities, Disabled People, People from deprived communities, Other (please specify)
All, with a particular focus on children & young people and people from deprived communities.
We would be interested to know if your pledge activity over the last year has delivered a measurable increase in participation in physical activity. If so, please describe and provide an estimate of the level of increase and how you measured this. There is a 2000-character limit when completing this section.
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