RIYADH – As part of its ongoing efforts to promote a healthy and active lifestyle among children in Saudi Arabia, Landmark Arabia, the Saudi arm of Landmark Group, launched the second instalment of the SuperKidz initiative, featuring the return of popular superhero characters Super Sam and Super Sara.
As part of the Group’s Beat Diabetes initiative, SuperKidz was built with a fundamental aim to encourage children to ‘Get Active’ and ‘Eat Healthy’. Following last year’s overwhelming response, the SuperKidz Creative Contest has made another comeback giving children the chance to participate in the online competition that comprises a drawing and a creative writing challenge, where the first two winning entries will be presented with a cash prize of AED15,000 and AED10,000 respectively towards their school fees.
Based on the theme Super Sam & Super Sara Battle - Their Very First Unhealthy Villain’, the kids aged between four and six years can submit a drawing, while children between seven and 10 years old can send in stories in English or Arabic. A panel of experts will then select the best entries that will be announced early next year.
According to a report by the World Diabetes Foundation, Saudi Arabia has one of the world’s highest incidences of type 1 diabetes in children, registering 31.4 new cases per 100,000 people annually. The country currently has 16,100 children with type 1 diabetes, by far the highest number in the GCC region. These numbers are largely attributed to the sedentary lifestyle and lack of a balanced diet.
Speaking on the initiative, Renuka Jagtiani, Chairwoman and CEO, Landmark Group, said: “We are proud to bring the SuperKidz Initiative back this year and encourage more children to lead healthier lives. It is important that we talk to the younger generation, make them aware how important it is to adopt healthy habits and be fit from a young age. One of the main reasons that helps us take this initiative forward every year and help us reach more and more children is the support that comes from the schools and the community. We are also extremely thankful to all our partners for joining us in our efforts to spread our message to the youngest and most important segment of the society.”
As part of the campaign, Landmark Arabia will also issue digital comic books, available for free to download online, that chronicle the adventures of the superhero characters, depicting their love for exercising and eating healthy food, to inspire kids in the country.
For further information about the SuperKidz initiative, free comic book downloads or to enter the Creative Contest, please visit www.superkidz.me. — SG
