Sainsbury's: Blind Football

Campaign details

Company Name: AMV BBDO
Country: United Kingdom
Client name: Sainsbury's
Entry category: Public and Private Sector Businesses
Dates 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 Active Kids programme, to promote this initiative, championing kids not only to be active but also to appreciate the athleticism and skill required to play a Paralympic sport.


  • Get UK schools to sign up to Sainsbury's 1 Million Kids Challenge
  • Raise awareness of Sainsbury's broader Active Kids programs and sponsorship of the London 2012 Paralympic games