Magazine article Marketing

Nike and DoE Tackle School Bullying

Magazine article Marketing

Nike and DoE Tackle School Bullying

Article excerpt

Nike has joined forces with the Department of Education to pilot a project at a south London primary school that will fight racism and bullying by encouraging kids to play sport.

Sports charity Youth Sport Trust and social marketing agency Good Business are also involved in the activity, which is being funded equally by Nike and the DoE.

The scheme, called Zone-parcs, has been in development for a year. It launched at the school in Stockwell this term and will be rolled out to four more schools next term, and a further four next year.

Zoneparcs involves every child at every playtime, and is understood to include initiatives such as rewarding kids with tokens they can swap for sports equipment. Some children -- Zoneparc players' -- are made responsible for getting other kids involved.

Nike communications head Yvonne I waniuk refused to divulge further details of the scheme, saying the company does not yet want to publicise it, but she confirmed that it is a part of Nike's social responsibility agenda. …

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