May 15 – Home appliances brand Beko has used its Barcelona sponsorship partnership to raise €1 million for UNICEF to help tackle childhood obesity.
The #EatLikeaPro initiative aims to raise awareness of childhood obesity and saw the €1 million raised in just 11 days following huge support on social media from people around the world.
The #EatLikeAPro campaign launched on April 30 is a Beko-led initiative and calls on social media users to share their healthy eating habits using the dedicated hashtag to generate donations to the cause. Every post shared across Twitter or Instagram using #EatLikeAPro triggered a €1 donation from Beko to UNICEF.
“Funds raised will help children worldwide through various UNICEF programmes, ultimately striving to prevent child malnutrition, in all its forms, including overweight and obesity in children globally,” said a Beko press release. The donations raised to date are targeted for families and primary schools with information, tools and support to improve the diets, growth and development of 600,000 children in Latin America.
The initiative was supported by Barcelona who wore the #EatLikeAPro slogan on their jersey sleeves during El Clásico clash with Real Madrid.
Beko is the leading brand in the European free-standing white goods market and the second largest home appliances brand in Europe. It has been the fastest growing brand in the overall European market in since 2000. Beko is a premium partner of Barcelona.
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