To celebrate World Milk Day, Dutch Lady Singapore (Dutch Lady) brought together more than 5,000 school children and their parents on June 3 to participate in a mass workout at the Singapore Sports Hub.
This event marked the Singapore launch of Dutch Lady’s health campaign, Drink.Move.BeStrong.
In response to Singapore’s rising trend of obesity and inactive children, and the government’s efforts to get children healthier and more active, Dutch Lady is partnering with ActiveSG, Singapore’s national movement for sport and physical activity, and the Official Active Partner of Dutch Lady, to conduct nutrition education programmes and sports clinics in 70 pre- and primary schools in Singapore.
The campaign – Drink.Move.BeStrong – has been running in other Southeast Asian countries since 2014 and is designed to encourage people to make healthy eating decisions and exercise.
As milk is recognised as an important source of energy, protein and nutrients, the call to action is simple: drink one glass of milk and complete one hour of physical activity outdoors each day to develop strong and healthy bodies.
General manager of FrieslandCampina Singapore (Dutch Lady), Adrick Ang said: “As a leading milk and dairy brand, Dutch Lady believes that we can play a key role in Singapore’s health agenda.
“We are delighted to launch our award-winning Drink.Move.BeStrong campaign in Singapore following the resounding success in getting children moving and making healthier choices in other Southeast Asian countries. We are looking forward to working alongside ActiveSG to roll out a number of initiatives that will complement the Singapore government’s efforts to get people moving as well as encouraging an active lifestyle with the family,” he added.
Chief of ActiveSG, Lai Chin Kwang said: “ActiveSG encourages everyone, regardless of age, to take up an active lifestyle and we are encouraged when like-minded organisations such as Dutch Lady share the same vision as us.
“Two important components essential for active living is to have regular physical activity and proper nutrition and we are supportive of what Dutch Lady is doing to encourage these healthy habits. We look forward to more collaboration opportunities with Dutch Lady,” said Mr Lai.
Dutch Lady’s World Milk Day event aims to create awareness on the importance of milk and dairy in a balanced diet, inspire children to get active, and encourage families to bond.
The event’s participants were treated to a do-it-yourself drinks station for children to learn smoothie recipes; a rock-climbing wall and skipping station for children to test their stamina; sports-focused activities conducted by the ActiveSG Football Academy and Athletics Club; and an arts-and-craft session for children to create unique art pieces from recycled milk cartons.
Dutch Lady also hosted children from a voluntary welfare organisation for the underprivileged at the event.