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Summer tour inspires more than 150,000 children and young people to get moving
K Group’s Liike on lääke (Movement is medicine) tour brought free physical activity events to 12 locations across Finland and inspired more than 150,000 children and young people to get moving during the summer. The tour’s third summer confirmed the strong demand for easily accessible events for the whole family.
The summer tour organised 17 events across Finland, from Turku to Oulu and from Mikkeli to Vantaa. Even the unsettled summer weather did not slow things down: in many locations, attendance exceeded expectations. At the events, children were able to try out different sports and activities in a relaxed way through play, games and challenges.
“This summer, it was clear that people in the tour locations were already looking forward to our visit. There is strong demand today for free events like this that welcome children of different ages,” says Anne Weide, Head of Sponsorships.
More than 80 local sports clubs took part in the summer tour. For the clubs, the events offered an opportunity to meet potential new participants, while families were able to discover local sports and hobby opportunities in an easy and approachable way.
“It is wonderful if even one child finds a new hobby through the event. Feedback from the clubs tells us that this has indeed happened,” Weide says.
Liike on lääke is a K Group initiative that aims to encourage children and young people to be more physically active, lower the threshold for trying new sports and activities, and help everyone find their own way to move. The initiative supports the wellbeing of children and families by offering free, easily accessible opportunities for physical activity across Finland in cooperation with sports federations and local clubs.
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