QUALITY AT HEART: FERRERO IN THE COMMUNITY

QUALITY AT HEART:  FERRERO IN THE COMMUNITY

At Ferrero, we have three core nutritional principles that underpin everything we do. We believe that all foods can be eaten in small portions in moderation as part of a balanced and varied diet, combined with a physically active lifestyle.

In line with these principles, we believe that inspiring an active approach to life at an early age helps children to develop lifelong habits into adulthood. That’s why Ferrero launched the Joy of moving programme, a global corporate social responsibility project designed to inspire active lifestyles in children.

Corporate social responsibility has been at the heart of the Ferrero business since its creation and is inherent in everything we do, and we recognise that as a responsible company, we have a role to play in helping to inspire this passionate approach to moving.

Joy of moving in the UK

In the UK, 53% of children do not meet the Chief Medical Officer guidelines of taking part in sport and physical activity for at least 60 minutes every day (Source: Sport England 2022). Research also shows that the biggest factor that prevents children moving in school years 3-6 is that they do not move if they are not enjoying the activity.

The Joy of moving programme, which is unbranded in the UK, is designed to teach children how to enjoy moving and getting active through the medium of play and to encourage them to lead active lifestyles in the future. It is this ethos of moving through play that sits at the heart of Joy of moving.

The unbranded programme is delivered in schools across the country and consists of two elements:

  1. the Move & Learn project: over six weeks in school, children aged 9-10 learn about the importance of physical activity and balanced diets based on the Eatwell Guide through fun games inspired by the unique Joy of moving methodology. At the end of the six weeks, each child receives 9 hours of physical activity and learning.
  2. the Joy of moving Festivals: similar format to a traditional sports day and taking place over a half-day or full day in schools during the summer term, the specially designed Joy of moving games and activities help children to develop key skills including communication, empathy and teamwork by learning through play.

The entire programme is underpinned by our unique Joy of moving methodology.

Programme based on unique methodology

Our unique Joy of moving methodology is designed to inspire children to move though play and captures the fun approach, which we know is key. This approach enables children to develop key skills in four major areas in a joyful way: physical fitness, motor coordination, cognitive functions and creativity and life skills.

The methodology was first created by Dr. Caterina Pesce and her team in the department of Human and Sport’s Movement of the Foro Italico University and developed in collaboration with the MIUR (Italian Ministry of Education, Universities and Research), the Piedmont Regional Office of Education and the Italian National Olympic Committee (CONI).

This was followed by three years of extensive research and field trials starting in 2012, which involved over 1,000 kindergarten and primary school children in Alba and the Piedmont Region taking part in games and movement activities at the Joy of moving Village in Alba. The outcome of the trial was extremely positive as the children showed specific improvements in motor coordination, cognitive functions, creativity and life skills.

The methodology is widely recognised and validated by credible organisations. Not only was it included among the best transferable practices in the 2019 Guidelines on physical activity in school settings issued by the Ministry of Health, in 2020, it was also included among European best practices promoted by HEPAS 2020 (Healthy and Physically Active Schools in Europe).

One of the main elements that makes the methodology unique is its replicability; its comprehensive features and scientific credibility allow it to be replicated in schools and programmes across different countries. Today, the methodology underpins the Joy of moving programme in the UK and also across the world!

The robustness of the methodology and the programme’s materials can truly make a positive impact in communities up and down the country, but it’s also important it is delivered to a high quality.

Working in collaboration with our charity partners

We believe that supporting national sports federations, institutions and associations is crucial in getting children active. That’s why, to have a real impact in our local communities, we are proud to develop and deliver the programme across the UK with our charity partners, the English Football League Trust (EFL Trust) and the Scottish Professional Football League Trust (SPFL Trust), and their expansive network of Club Community Organisations (CCOs) and coaches.

What started as one club in Watford has now grown to 30 clubs within the EFL Trust and SPFL Trust network in England, Wales, and Scotland, and we are glad to have been able to develop, expand, and deliver the programme together over the last eight years through our long-term charity partnerships.

Success of the programme

Working with our partners, we have helped to inspire over 475,000 children to get active and delivered over two million hours dedicated to learning about activity and nutrition in schools. This year, we aim to get over 75,000 children active and to encourage a joyful approach to moving across the UK.

The success of the programme has received praise from not only the teachers, but also the children who take part in the sessions as well. A survey that is conducted throughout the programme has revealed that:

  • 98% of teachers would recommend the Move & Learn programme to other schools or colleagues
  • 99% of teachers felt that children had a better understanding of how many days they should do physical activity
  • 94% of children felt the six weeks had given them new ideas to get active

This positive outcome is what we strive to achieve, and we are pleased that through our corporate social responsibility programme, we can inspire a long-lasting and positive impact in children’s attitudes towards activity.

Looking ahead

From the unique methodology that underpins the entire programme, to the high-quality in-school delivery by our charity partners, we are committed to ensuring that children continue to be inspired to lead an active lifestyle and to always discover the joy of moving. 

In addition to the in-school programme, we launched an online Resource Hub to provide parents with freely accessible games and activities that can be downloaded to help to inspire them to get their families moving and active right from home. Similar to the in-school materials, all content on the hub that is designed for children is unbranded.

Our contribution to local communities through our Joy of moving corporate social responsibility programme is an example of our continued support in the areas in which we operate, in line with our principles and values.

As we always say at Ferrero - whatever the game let JOY win!

  • Ferrero & Community