Case Studies – WheelPower and Norwich Union
WheelPower organises a series of camps to encourage health, fun, co-ordination and skill development.The camps provide opportunity for children with disabilities and their parents to socialise, build friendships and share info about other opportunities for disabled young people. Using a classification system the camps encourage healthy competition on a level playing field.
By working closely with Bucks Sport, WheelPower’s Sports Association and the English Federation of Disability Sport, both WheelPower and Norwich Union have been able to maximise the number of disabled children benefiting.
Norwich Union is annually investing £100k in the partnership for 3 years as well as providing media coverage and branded kit. Norwich Union have also provided support with expert advice on marketing and media and have encouraged their staff to participate as volunteers.
“The sports hall, swimming pool and 400m track at Stoke Mandeville display Norwich Union branding to promote the partnership giving us excellent brand exposure. Based on the usage of these facilities, we estimate that this creates over 469,000 opportunities for the stadium’s users to see our name in association with WheelPower during the three year partnership.Last year the sports camps were all held at the Stoke Mandeville stadium. In 2006, we’ve developed the partnership by holding some of the sports camps regionally. Events have been held at accessible facilities in Manchester, Bristol, York and Birmingham.
This has increased the accessibility for disabled children who can't make the journey to Stoke Mandeville and has generated regional and national PR opportunities. We’re also planning to raise the profile of the WheelPower partnership at a House of Commons Terrace Reception in December this year.”
Kate Hughes
CSR Consultant
Norwich Union
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