Asda Launches Major UK School Initiative Supported By Joe Wicks
Asda is launching a major initiative to support UK primary schools, offering millions of pounds in funding through a nationwide campaign led by popular fitness coach Joe Wicks. The supermarket giant is urging families to participate in its loyalty program to raise money for their chosen schools.
This initiative is a groundbreaking move in the retail industry, as it allows customers to contribute to school funding simply by using the Asda Rewards scheme during their regular shopping trips.
Joe Wicks, known for his commitment to promoting physical fitness, will be featured in a television advertisement, motivating shoppers to join the program and help generate funds, whether they shop in-store or online. Asda plans to donate approximately £7.5 million by the time the campaign concludes on 30 November 2024.
The timing of this initiative is particularly relevant as schools across the UK continue to recognize the importance of physical activity in children's development. Regular exercise in schools has been shown to improve not only physical health but also mental well-being and academic performance. Engaging in physical activity helps children build confidence, develop social skills, and establish healthy habits that can last a lifetime.
"We know that 87% of families are asked to contribute to their primary school to support funding – with some families contributing up to £138 per year, which is a significant sum when budgets remain tight," said Asda's Chief Customer Officer, David Hills. "Supporting schools not only helps alleviate some of these financial pressures but also ensures that children have access to the resources they need for a well-rounded education, including opportunities for physical activity."
Through this campaign, Asda is not only helping to ease the financial burden on families but also contributing to the overall well-being of children by supporting programs that encourage physical activity in schools.