Kinder Joy of moving: How Ferrero is making sports and movement more accessible to children worldwide
That’s why Kinder has always aimed to bring moments of joy to children and families around the world. But did you know that, for years, we’ve also been committed to another important goal?
We want to bring joy to children through movement, encouraging their natural inclination to be active, to move and to play.
Whatever the game, let joy win
We launched Kinder Joy of moving, our global corporate social responsibility programme, twenty years ago. Through the programme, we run multidisciplinary events to get children closer to sport – regardless of their performance level.
To bring the programme to life, we work with sporting associations, athletes and former champions, and charities to inspire and support projects which are focused on the benefits of an active lifestyle. All of the above is wrapped up by our motto: “Whatever the game, let joy win!”.
Aiming to bring sport to all children worldwide
Unfortunately, not all children currently have access to sport, and that’s something we’re aiming to change.
We recently signed an agreement with the Organización de los Estados Americanos (OAS). The agreement strives to give children and youth in the Americas a right to sports. Under the agreement, we’re advocating for active lifestyles and sport as a facilitator of equity, social inclusion, and human development.
Kinder Joy of moving is already present in the Americas, in the United States, Mexico, Ecuador, Colombia, Brazil, and Argentina – and just recently launched in Uruguay. By broadening access to our programmes, we’re hoping more children will be able to try out a range of different sports.
Promoting inclusion with Save the Children
It’s also with this ambition that we partner with Save the Children on many of our Kinder Joy of moving projects. Together, we’re working to promote sports, movement, inclusion and empowerment to vulnerable and under-privileged children – helping them develop skills that enable them to reach their full potential.
As an example, Save the Children has adopted the Joy of moving methodology within six of its ‘Punti Luce’ centers for disadvantaged children, including in Rome, Naples and Milan. Approximately 1,300 children, girls and young people have been involved in activities within these centers so far.
Save the Children also uses the Joy of moving method in its Summerboost camps in the US, which help enrich the lives of children between the ages of 6-12 in underprivileged communities. The camps keep children entertained and active during the summer months. The goal of the camps is to bring sports to children, and teach them how to make activity a part of their daily lives.
Another way we’re making sports more accessible to children around the world is through one of our yearly highlights; the annual Kinder Joy of moving Tennis Trophy.
Taking place across 12 countries worldwide, and with over 150 stages, the tournament sees hundreds of children between the ages of 9 - 12 take part. It’s free to enter and brings together children and families from different nationalities and backgrounds. The tournament culminates in a four-day event at the Rafa Nadal Academy.
But the tournament doesn’t have referees who reward points on a traditional, competitive basis. Instead, participants keep track of points, encouraging teamwork, fun and friendship. Fairness is at its heart, and those embodying these traits are awarded with our ‘Fair Play Trophy’ when it concludes.
We believe sports are inextricably linked to human rights, especially those of children. It’s why we consider Kinder Joy of moving as an opportunity to naturally promote the involvement of children and families in physical activity and sport in a way that is engaging and joyful. It’s an approach focused on the future development of children and their social skills – all on the basis of play and the joy of moving.
For more information on Kinder Joy of moving, visit: https://www.kinderjoyofmoving.com/int/en/
