Clifford French To Activate Kids Initiative
Sport communications consultancy Clifford French has been awarded the brief to activate Tata Steel’s ‘Kids of Steel’ triathlon initiative in 2011.
Kids of Steel, a schools triathlon series, aim to give every child a positive and fun experience regardless of ability.
The appointment will see Clifford French work closely with the global steel manufacturer and governing body, British Triathlon, to raise awareness of Kids of Steel and create a legacy for the community programme.??
Since launching in 2007, nearly 25,000 school children have taken part in Kids of Steel – a figure Tata Steel has pledged to double by 2012.
From national launch through to the implementation of 18 regional events, the 2011 campaign will engage local schools and communities with the objective of driving recruitment and helping Tata Steel hit their target of 50,000 participants.??
James Clifford, co-founder of Clifford French, said: ‘Grassroots sports is our heartland, so we’re thrilled to be working with Tata Steel and going back to our roots with Kids of Steel. We’re really looking forward to celebrating the communities ingrained in Tata Steel’s business, taking Triathlon to schools and ultimately inspiring the next generation of Triathletes’. ??
Sarah Jolley, communications manager at Tata Steel, added: ‘Clifford French has devised a campaign which promises to propel us through 2011 and towards our target of engaging with 50,000 school children by 2012. We were very impressed by the agency’s grassroots and sponsorship experience and are excited to be working together to create a legacy for Kids of Steel’.
