Sun Life, a leading financial services company, is set to breathe new life into basketball courts and inspire healthier lifestyles among marginalized youth in communities across Asia with a generous donation of PHP 40 million. This philanthropic initiative, undertaken in partnership with Beyond Sport, a global sport-for-social-change foundation, aims to tackle the alarming rates of physical inactivity and sedentary behavior among children and adolescents in the region.
Answering the Call: Sun Life’s Response to Alarming Health Trends
The drive behind this inspiring endeavor stems from the findings of the 2022 Active Healthy Kids Global Alliance report, sponsored by Sun Life. This comprehensive study shed light on the troubling rise of physical inactivity among Asian youth, contributing to a slew of health issues including cardiovascular disease, type 2 diabetes, obesity, mental health challenges, and more.
According to the report, several Asian countries, including Hong Kong, Malaysia, Indonesia, the Philippines, and Vietnam, scored dismally in terms of overall physical activity, with Hong Kong and Malaysia receiving a grade of ‘D,’ and Indonesia, the Philippines, and Vietnam falling into the ‘F’ category. This means that fewer than 20% of children ages 6 to 17 are achieving an average of at least 60 minutes per day of moderate to vigorous physical activity throughout the week.
Sun Life Chief Client Experience and Marketing Officer, Carla Gonzalez-Chong, remarked, “Promoting movement is an important aspect of Sun Life’s health and wellness advocacy. We constantly explore fun and engaging ways to promote it among Filipinos, especially the youth. For this particular initiative, we took inspiration in our country’s love for basketball so we can encourage everyone to make physical activity a part of their lifestyle.”
Beyond Sport: A Collaborative Approach for Positive Change
Beyond Sport Executive Director, Fred Turner, emphasized that young people worldwide face barriers to accessing sports and the multitude of benefits it offers. Often, these barriers boil down to having a safe space to move and play. “We are proud to partner with Sun Life to improve physical and mental wellbeing outcomes for marginalized youth. We hope this program, built with community and sustainability in mind, will help them develop life-long habits that will allow them to thrive.”
#MovementMatters Gains Momentum
The ambitious initiative aligns seamlessly with Sun Life’s #MovementMatters campaign, which champions physical activity as a pivotal component of healthier living.
The campaign was launched with great enthusiasm through a 3×3 charity event held simultaneously in Manila and Jakarta, Indonesia, from August 18 to 20. In Manila, the “Sun Life 3×3 Charity Challenge” took place at SM Megamall, boasting a participation of 349 individuals, including celebrities and basketball influencers such as Gab Banal, Ael Banal, Brent Javier, Jollo Go, Andre Felix, Thor Gomez, Brent Paraiso, John Custodio, Axel Torres, Pat Sugui, Kirst Viray, Ralph Molina Martin Reyes, Miguel Aytona, Hendrix Jim, and Martin Javier.
Sun Life’s commitment to the cause was evident as they pledged PHP 4,000 for every participant in both Manila and Jakarta. Moreover, for every like, share, comment, and post on social media with the hashtag #MovementMatters, they contributed to a cumulative donation of PHP 40 million.
The event also dovetailed with the participation of Team Canada and its top players in the 2023 FIBA Basketball World Cup taking place in Manila, with Sun Life serving as the Official Health & Wellness Partner of Canada Basketball.
“We’re thrilled about the momentum we’ve set for the #MovementMatters campaign and look forward to everyone’s continued support,” exclaimed Gonzalez-Chong. “With our concerted efforts, we can certainly help more people live healthier lives.”
Sun Life’s substantial contribution and dedication to fostering healthier futures for Asia’s marginalized youth exemplify the positive impact that corporate social responsibility can have on communities across the continent.
Details and images provided in a recent press release.
Jellybeans in the City 