Shaken & Stirred - Influential Brand Profiling and Positioning

‘Active Kids For All’ initiative with identity by INITIALS Marketing

INITIALS Marketing has created the identity for Sainsbury’s ‘Active Kids For All’ initiative – a scheme to ensure the inclusion of disabled children in PE and sport within mainstream schools in the UK.

The scheme forms part of the retailer’s ‘Paralympic Games Legacy’, in which it plans to plough £1million into schools and continue its sponsorship of the British Paralympic Association through to the Rio 2016 Paralympic Games. The aim of Active Kids For All is to educate and instill confidence in teachers and support staff to include disabled children within PE lessons and sport activity.

The campaign creative, which will feature on all training materials, has been designed as to compliment the wider Active Kids campaign. The creative combines Sainsbury’s brand with key colours taken from the London 2012 Paralympic Games logo to instill the theme of legacy.

Sainsbury’s Head of Sponsorship Jat Sahota commented: “Eighty percent of all disabled children in education currently attend mainstream schools and many may not be fully included in PE classes and sports lessons. Our Active Kids For All scheme is one of the ways we’re looking to tackle this issue by helping to grow the confidence of teachers in schools.

It was important for the identity to retain a level of recognition of the Active Kids campaign while marrying this with a little spirit of the London 2012 Paralympic Games, which we have in the design from INITIALS Marketing.”

Lucy Savage, director at INITIALS Marketing, added: “The Active Kids For All creative is designed to have synergy with Sainsbury’s Active Kids, but with a more adult feel to appeal to teachers and other professionals, who are serious about learning how to work with kids of all abilities. We combined creative cues from the London 2012 Paralympic Games logo with the Sainsbury’s brand to serve as a lasting legacy of Sainsbury’s commitment to support inclusive sport.”

Active Kids For All has been developed in partnership with Sport England, Disability Sports Northern Ireland, Disability Sport Wales, Scottish Disability Sport and the English Federation of Disability Sport, alongside the Youth Sport Trust and supported by the British Paralympic Association

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