Norwich Union pledges to 'do the right thing' for children

Article date: 22 May 2003

Norwich Union today unveiled initial plans to enableBritain’s children to pursue a more active lifestyle.

As a direct result of their Listening to Tomorrow’sAthletes survey, undertaken by leading children’s marketresearchers Kids and Youth, Norwich Union has launched "Do theRight Thing" – a long term campaign aimed at creating moreopportunities for children to participate in the kind of sport theywant, and to find fun in exercise for them.

As part of its £20 million sponsorship of UK Athletics, NorwichUnion already devotes £4 million to the development of the sport atgrassroots level and has affected over 1 million kids already.Additional funding has been made available by the insurance companyto support initiatives led by children and schools themselves overthe next few years, enabling them to do more physical exercise bothat school and outside.

Norwich Union appreciates that many people across the countryare already doing their bit to encourage kids to do more sport andexercise and these people should be rewarded. These "Unsung Heroes"will be nominated by the children themselves and the winnerspresented with their prizes at the Norwich Union London Grand Prixat Crystal Palace on Friday 8 August in front of a packedhouse.

As a result of the Listening to Tomorrow’s Athletesreport which showed that children are demanding more choice in thesports they play, Norwich Union will be going back to the childrenthemselves to ask them to develop their own schemes for increasingparticipation in sport in their communities. With NorwichUnion’s financial support of these schemes, the company isempowering children to have their say rather than imposing asolution on them. Norwich Union School and Community Sports Awardswill be given to schools which demonstrate how they would spend£10,000 to engage their own school and local community in moreactive pursuits. The best plans from 50 schools will then be givenmoney grants, ranging from £1,000 to £10,000 in order to facilitatethese plans.

"These awards are like sports incubator funds for children"comments David Czerwinski, head of sponsorship for Norwich Union,"We will support the best 50 plans and the children will have tocontrol how the money is spent, nurturing their projects and takingresponsibility for the success of their own schemes."

During the summer holidays, Norwich Union will also facilitate"what’s on" guides across the country to act as referencepoints for children and parents to let them know what there is todo in their area that is active and fun.

All these initiatives will lay the foundations for massparticipatory events for children in the near future and will bedetailed on

Czerwinski continues: "We are committed to supporting athleticsfrom grassroots to elite level until at least 2006 and see‘Do the Right Thing’ as a long term initiative toencourage today’s children to pursue a more active lifestyle.As a result of this activity, we also hope to help uncovertomorrow’s athletes who will hopefully go on to compete forBritain in 2012."

Richard Caborn, Minister for Sport, adds: "It is vital that weencourage more children to participate in sport and NorwichUnion’s efforts are much appreciated and supported by thegovernment. Not only will they help boost activity levels amongstchildren, boosting the overall health of the nation, but will alsohelp us identify more elite athletes who will hopefully go on tocompete in the 2012 Olympics."


Press office contacts:

Stuart Wareman - Total Sponsorship - 020 7803 2306
Suzie Dias – Total Sponsorship - 020 7803 2416(
Louise Goffee - Norwich Union - 08703 66 68 70

Notes to editors

  • Norwich Union is the UK’s largest insurer. It is aleading provider of life, pensions and investment products and oneof the leading IFA providers. IFAs provide around 70% of thecompany’s long- term savings business.
  • Norwich Union has strategic alliances with building societiesand other leading UK brand names including Tesco Personal Financeand The Royal Bank of Scotland Group.
  • Norwich Union’s news releases and a selection of imagesare available from Aviva's internet press centre

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