BBC Children in Need and Asda have launched Fuelling Potential, a new campaign to ensure no child is held back by food insecurity.
Over the next three years, Asda and BBC Children in Need aim to change the lives of 100,000 children by helping ensure they have access to nutritious meals while having fun at BBC Children in Need-funded holiday sessions that help to boost their mental health and physical well-being. The campaign is part of Asda's broader Better Starts campaign, which aims to improve outcomes for five million young people in five years.
As part of the campaign, BBC Children in Need released findings of a new Censuswide survey which sheds light on how children and their parents feel in the summer holidays, about food insecurity and their ability to entertain their children throughout the holidays.
The nationwide survey conducted found that 79 percent of parents thought that rising costs were likely to affect their plans this (northern hemisphere) summer, with 63 percent of parents concerned about being able to provide food for the family this summer and 66 percent of parents surveyed have cut down on spending on activities and trips due to the rise in the cost of living.
A further 63 percent of parents surveyed have changed the type of food they buy, and a quarter of children surveyed (25 percent) worry at least once a week about having enough food to eat.
The survey also revealed that one in five (22 percent) of children said they missed or had a smaller meal at least once last month because their family did not have enough food.
BBC Children in Need's Chief Executive, Simon Antrobus, said that the organisation was enormously grateful to its longstanding partner, Asda, for its continued support and commitment to making a difference in young lives.
"Over the next three years, Fuelling Potential will help us support even more local charities and projects working to combat food insecurity in communities across the UK, helping more children and young people to thrive and be the best they can be," said Antrobus.
As part of the Fuelling Potential campaign, Asda will offer £1 meals to all children who visit the Asda café throughout the school holidays this summer and half-price adult meals from 3 pm each day. Selected Asda Stores will host various Pudsey Themed activities and summer clubs during the holidays.
Jo Warner, Senior Director of Corporate Responsibility and ESG at Asda, said that the retailer knows this year will be particularly tough for families facing increased costs over the Summer holiday period.
"So we're delighted to partner with BBC Children in Need to provide meals and activities over the holidays. In addition, low-cost meals will be available in Asda cafés throughout the summer, with a family of four able to access a hot, nutritious meal for as little as £8.50," said Warner.
Supporting the campaign, Rachel Stevens said it was important that children and young people weren't held back by food insecurity. Stevens continued that she was delighted to support BBC Children in Need and Asda's Fuelling Potential campaign.
"Providing children with a positive start in life is key to their development and overall well-being, and ensuring their basic needs are met with a nutritious meal helps them to thrive. I'm calling on families, colleagues, and customers to get behind this campaign and help make a difference in the lives of vulnerable young people in local communities across the UK," said Stevens.
Asda Community Champion Joanne Mottershead, from the Ashton-under-Lyne store, recently visited Ashton Youth Project to see how funding makes a difference to local youngsters. Ashton Youth Project receives funding from BBC Children in Need to provide a youth club for children and young people living locally. Attending the project enables the children to develop new skills, improve their confidence and self-esteem and improve their physical health and well-being. They can participate in fun activities, make new friends and enjoy food and healthy snacks.
Rehna Yaseen, Head of Youth and Community at Ashton Youth Club, said that with funding from BBC Children in Need, the Ashton Youth Club was able to provide a crucial service that gives children and young people a safe place to go where they can have fun with their friends, whilst enjoying a healthy meal too.
"The Fuelling Potential campaign is a brilliant initiative that will help other projects like ours give more children and young people the opportunity to reach their potential," added Yaseen.
Thanks to the UK public, BBC Children in Need is currently funding 130 projects to a value of £6.6m that support children and young people through food insecurity. Through the Fuelling Potential campaign with Asda, money raised for BBC Children in Need will support even more projects working to combat food insecurity.
