European appliance brand, Beko will aim to combat childhood obesity in association with FC Barcelona and Unicef with the launch of the global campaign 'Eat Like a Pro'.
As part of the campaign, Beko will raise awareness about the problem of childhood obesity with the aim to raise €1m (approximately $1.21m) for Unicef by encouraging people all over the world to share their healthy eating habits on social media. For every #EatLikeAPro post that appears on Instagram or Twitter, Beko will donate €1 (approximately $1.21) for Unicef.
Beko, in partnership with Unicef, will further implement a program to improve the eating habits of 600,000 primary school-age children in Latin America.
According to Beko's statement, in Latin America estimated 23% of children are overweight or obese. The initiative is designed to provide support and education on the importance of healthy eating at home and in schools for children's healthy growth and development.
During the El Clásico match which will take place on May 6, Beko will give up brand visibility on the FC Barcelona players' sleeve to highlight its healthy eating initiative, Eat Like A Pro.
Beko US President Hasan Yardimci said: "Beko is tackling the childhood obesity problem through its use of innovative technologies that make healthy eating easier, while raising awareness and donations for Unicef with FC Barcelona through a social call to action and the sleeve reveal at this year's El Clásico match."
Beko’s CEO Hakan Bulgurlu said: “Childhood obesity is a worldwide issue and we are delighted that three leading global brands - FC Barcelona and two of their biggest partners - are uniting to help tackle the challenge. At Beko, we are striving to tackle this crisis through using innovative technologies that make healthy eating easier whilst raising awareness and donations for UNICEF with FC Barcelona through a social call to action and the sleeve reveal at this year’s El Clásico match.”
Jordi Cardoner, vice president of FC Barcelona and Barça Foundation, said: "In all our programs that use the FutbolNet methodology, and that are reaching 120,000 children and youth around the world, we use the physical activity and the value of respect, in this case respect towards oneself, to reinforce healthy habits."