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Kinder+Sport is designed to promote active lifestyles by encouraging dynamic play and sports among young generations.


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In 2015 Kinder+Sport was launched in The Netherlands and became partner of the Dutch Week of Sport, a national program of the Dutch Olympic Committee (NOC*NSF) to promote an active lifestyle among all ages. This successful program is running for over 10 years and today reaches more than 600.000 people, the majority of which are children. Moreover, it is recognized by the European Commission as a best practice and serves as inspiration to the European Week of Sport. In short, a great platform to reach children and parents and spread the joy of moving!

To bring the partnership to a new level, Kinder+Sport Netherlands and NOC*NSF launched the strategic action plan ‘Joy of moving' during the Dutch Week of Sport in September. The plan is based on two pillars: knowledge and fun. One of the key drivers is to leverage our own science-based ‘Joy of moving' method, developed by Caterina Pesce from the University Foro Italico in Rome. In order to facilitate the exchange of knowledge and experiences between the Netherlands and Italy regarding physical education a delegation of key Dutch stakeholders from science, education and sports visited Alba in November for a combination of theory and practice. First they received a passionate presentation by Caterina Pesce about the Joy of moving method. She explained in detail the scientific grounds on which the method is built and what the holistic approach aims to achieve. Next step was a visit to the Village+Sport to see the method in practice. Being sports lovers, the participants wanted to test the method themselves and had great fun. This shows that the joy of moving is ageless!

The participants were impressed by Ferrero's strong commitment to move children and the approach Kinder+Sport has developed to make this happen. In particular the fact that the aim of Ferrero is to move children in a sustainable way and create real impact!

The visit was a great success. Bringing these key stakeholders to Alba enables Kinder+Sport to position itself as a credible and valuable partner, and to build a strong foundation for a successful implementation of Kinder+Sport in The Netherlands the coming years.

And this visit is just the beginning. The next step is a return visit to The Netherlands to share with Caterina Pesce and the Kinder+Sport global team which approach is used in The Netherlands in- and outside schools to move children and how organisations collaborate to make this happen. This way we can really create a win-win situation!

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Quality projects based on the educational value of movement are at the core of the Mission to Mexico, where the Village+Sport team worked with local associations to plant the seeds for a long term cooperation based on the Joy of moving.

For a whole week, between October 9th and 16th, three Village+Sport instructors worked with colleagues, teachers, children and adults in Mexico City and San José Iturbide, where one of our locations stands. Two very different scenarios that share the will to do something significant to educate young people to a healthy lifestyle and to offer all the instruments to grow, learn, and develop a community spirit through games and movement.

"We have organised activities in many countries to promote the Joy of Moving", says Davide Tibaldi, technical coordinator at the Village+Sport, who acted as an expert of the method during the mission. "But with the visit to Mexico we are looking further ahead, not only in geography, but in our time frame. We have found here extremely favourable conditions to kick off long term, high value projects capable of planting their roots in the territory and help it grow".

In Mexico City, during the first part of the trip, the Village+Sport team worked to train teachers of the "Kinder Generación en movimiento", a Social Responsibility project that promotes active lifestyles within families. The project aims for learning and development, but also family integration, because the operators on the project work with adults, as well as with their children.

This similarity with projects over here was a truly pleasant surprise, and allowed us to think we can cooperate very well with the Mexican reality. "Proposing dates for the entire family, and asking parents to play to provide an example to their children, is a strategy that we totally endorse and that we apply in the Village+Sport", says Davide, "It was emotional to see how in the last day of training we found over twenty seniors in their gym outfits, ready to play and move with us".

This unity of method and intent pushes us to accelerate our work of continuous training and exchange of skills, with specific encounters once a month and, if possible, by exchanging hospitality in the future. The strategy was launched at Expo Milano 2015, where our Mexican colleagues first discovered the Joy of moving method, and has now found its first practical application.

Different, but no less important, were the activities at San José Iturbide, where the first part of a project to teach motor activities in kindergartens and primary schools has been launched. The instructors of the Village+Sport team met with four physical education teachers and eight volunteers, to explain the foundations of the Joy of Moving method and share some of the movement games on the field, games that can then be proposed to children: this is a smaller less articulated reality, but still extremely receptive and ready to invest time and energy to move children. The ground is fertile and the "Joy of Moving" seeds have been planted, now our greatest challenge begins: nurturing the seeds, and making them grow.

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The Rio Olympics provided an excellent opportunity for the Kinder+Sport project. Ferrero Italy, Ferrero Brazil and Ferrero Germany worked side by side together with the Central Team to promote the Joy of Moving.

Teamwork is key at any Olympic venue, and the Ferrero Group proved its team spirit and left a strong mark on the Games and their effects on local communities.

In partnership with the Italian Olympic Committee (CONI) and the international organization ActionAid, Ferrero Group has pledged its support to an Olympic Legacy for the Favelas of Rio de Janeiro: an educational and social initiative that continues on from the Games and will leave a sporting legacy to the city.

The project will be implemented inside the Rocinha and Cidade de Derus favelas to provide a safe venue where children will be able to practise sports, play, learn and grow.

Rio 2016 has been a perfect platform for the promotion of the Joy of Moving method, that will contribute to a better future to the children of the Favelas through their personal commitment to a more active citizenship that will, in turn, favour their development into positive and responsible adults.

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3 Olympic Committees (DOESB - Germany, CONI - Italy, COC - Croatia)
and 20 National Federations, including the Italian Volleyball Federation, the
Italian Fencing Federation, the Spanish and Portuguese Athletics Federations,
the Polish Volleyball Federation, the Belgian Tennis Federation.

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