As the official milk partner of the NBA in Indonesia, Malaysia, the Philippines, Thailand and Vietnam, FrieslandCampina will utilize its Drink.Move.BeStrong campaign, which the company says aims to cultivate an active and healthy lifestyle among children through play, sports and proper nutrition.
The partnership means that FrieslandCampina will create events, television and digital activities, and localized marketing content, while providing fans in the region with the opportunity to receive NBA-branded products, in-store promotions and NBA experiences.
FrieslandCampina will also continue as the presenting partner of the Jr. NBA in Indonesia, Malaysia, the Philippines, Thailand and Vietnam through its Frisian Flag, Dutch Lady, Alaska and Foremost brands.
Program covers more than 30 countries
The Jr. NBA, the league’s global youth basketball participation program for boys and girls, teaches fundamental basketball skills. During the 2015-16 season, the Jr. NBA will reach more than 6.5 million youth in 32 countries.
“Our collaboration has yielded tremendous results and we look forward to continuing our efforts to bolster the health and well-being of the region’s future generation,” said FrieslandCampina Asia chief operating officer Piet Hilarides.
“Milk is recognised as a source of good nutrition by leading authorities and, as one of the world’s leading dairy companies, FrieslandCampina is committed to advocating better nutrition for children across Southeast Asia and beyond.
“We are also focused on continuing our efforts to engage strategic stakeholders and partners including the NBA to put the brakes on the rise of non-communicable diseases in the region,” Hilarides said.
Tackling childhood malnutrition
Drink.Move.BeStrong is Southeast Asia’s first integrated activation and advocacy campaign focused on tacking childhood malnutrition. Founded upon the findings of FrieslandCampina’s SEANUTS study, the multi-stakeholder, multi-channel campaign encourages children across the region to drink one glass of milk a day and spend an hour a day on outdoor exercise.
The regional campaign offers a host of activities, including the distribution of free milk cartons to schools, a dedicated health and nutrition education program and Jr NBA camps.