Sainsbury's: Blind Football

Sainsbury's launched a campaign designed to target schools in the United Kingdom and get them engaged and excited in its 1 Million Kids Challenge.

Sainsbury's: Blind Football

Campaign details

Company Name: AMV BBDOCountry: United KingdomClient name: Sainsbury'sEntry category: Public and Private Sector BusinessesDates run: The Campaign ran from 1/1/2011 to 1/11/2011

Campaign summary

Sainsbury's Active Kids programme has the admirable goal of doing "more than anyone else to get kids across the UK active". Part of this activity includes their 1 Million Kids Challenge which tasks UK schools to get 1 million children to try a Paralympic sport ahead of the 2012 Paralympic Games.

This campaign used David Beckham, the newly appointed face of Sainsbury's...

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