Getting kids moving again after COVID
Two years prior to COVID the campaign may have seemed uninteresting – everyone knows that movement for kids is important. However, the pandemic not only isolated people old and young but restricted their movement too. For kids, this didn’t only mean not seeing their friends but also not playing sport with them too. Penny prides itself as acting as a good neighbour so decided to use it’s nationwide reach to do something about it.
From villages, towns and cities
Penny’s ‘we move the lovely Czech way’ activation provided direct financial and material support to children’s sports club associated with both Sokol and the Association of School Sports Clubs. Registered teams within the activation could raise additional support via online voting which ultimately decided the finalists regionally. From 155 regional finalists, 3 national winners were decided by in-store voting across Penny’s 405 store strong network.
Good food fuels good sports
Along with opening up the topic about healthy children’s diets and body weight Penny not only supported the kids moving with money and equipment but also with millions of Koruna’s worth of healthy and nutritional foods too.
A moving result
1109 teams signed up and 456 teams received material or financial assistance. And it wasn’t just one sport that got our kids moving but 60 different types. Beyond the millions of paid impressions delivered by the campaign, it managed to double that with unpaid media and PR attention.