The Fuelling Potential campaign has set a goal to aid over 100,000 children in the next three years by ensuring they have access to nutritious meals. In conjunction with this launch, BBC Children In Need has conducted a comprehensive survey, revealing the concerns of children and parents leading up to the summer holidays and the issue of food insecurity. The survey discovered that 25% of children worry about having enough food to eat at least once a week, while 63% of parents express concerns about providing food for their families.
As part of the campaign, Asda has extended its £1 meals offer to all children who visit its cafes until the end of the year, as well as offering half-price adult meals from 3pm daily. Singer Rachel Stevens, a former member of S Club 7, voiced her support for the campaign, emphasizing the importance of ending food insecurity for children and young people. Stevens believes that providing a nutritious meal to children is crucial for their overall well-being and development, enabling them to thrive.
Stevens encourages families, colleagues, and customers to join the campaign and make a difference in the lives of vulnerable young individuals in their local communities throughout the UK. The funds raised through Asda’s Fuelling Potential campaign will be used to support additional projects that combat food insecurity. This initiative aligns with Asda’s broader Better Starts campaign, which aims to enhance the prospects of five million young people over a period of five years.
Simon Antrobus, the CEO of BBC Children In Need, expresses immense gratitude towards Asda for their ongoing support and commitment to improving the lives of young people. The Fuelling Potential campaign will enable BBC Children In Need to support even more local charities and projects that address food insecurity across the UK in the next three years, ultimately helping children and young individuals to thrive and reach their full potential.
At present, BBC Children In Need is already funding 130 projects worth £6.6 million to assist children and young people in overcoming food insecurity.
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