Let’s get the toes tapping! campaign again promotes children’s activity

125,000 children and nearly 23,000 pre-school educators - the record number - participate in the Young Finland Association’s and the K-food stores’ joint campaign titled ’Let’s get the toes tapping!’ this autumn. The aim is to increase children’s everyday physical activities at day care and home. The campaign is organised for the sixth time throughout Finland from 22 September to 3 October 2008.

“Children have a special place in the K-food stores’ work for responsibility. Cooperation with the Young Finland Association makes for a good and healthy childhood in which regular physical activities and healthy eating habits are important,” says Niina Ryynänen, Vice President of Kesko Food’s Customer Relationship unit.

The ’Let’s get the toes tapping!’ campaign supports pre-school educators in their work for physical exercise and encourages children’s parents. It focuses on children’s varied physical activities in different environments and as part of the daily routine. The target is to increase the time children spend in physical activities to two hours, which is recommended by specialists.

“All day care personnel are in a key position in building capacity for children’s daily physical activities. The popularity of the campaign proves that day care centres are eager to develop this area. The significant contribution of Kesko increases the weight of the campaign and enables us to take the message of wellbeing to children’s homes, too,” says Tuula Paataja, Marketing and Communication Director of the Young Finland Association.

In addition to physical exercise, balanced and healthy nutrition is very important for children’s wellbeing. K-citymarkets, K-supermarkets, K-markets and K-extras have together with the Young Finland Association produced a guide for day care personnel and parents. The guide provides information and tips on children’s physical exercise and nutrition.

“We also promote healthy eating habits. The recipes developed by our K-test kitchen help families with children choose varied and nutritious food,” adds Niina Ryynänen.

As one of the main partners of the Young Finland Association for over ten years, Kesko has supported physical exercise of children and adolescents. The cooperation annually puts hundreds of thousands of children on the move in schools, day care centres, playgrounds and sports clubs.

Kesko (www.kesko.fi) is a retail specialist whose stores offer quality to the daily lives of consumers. Kesko has about 2,000 stores engaged in chain operations inthe Nordic and Baltic countries, Russia, and Belarus.