Milo Kicks Off Active Pilipinas Campaign
Milo, the beloved chocolate malt beverage brand, has relaunched its “Active Pilipinas” campaign to promote sports and physical activity among children in the Philippines.
The event, which took place last Saturday, January 28, at the PhilSports Arena in Pasig City, marks the program’s return after a three-year hiatus due to pandemic restrictions.
Kids who joined the event were mentored in three sports– taekwondo, basketball, and sepak takraw. They also meet some of the country’s leading athletes and coaches.
“We know sport is a great teacher. It teaches children life-long values such as perseverance, teamwork, hard work, and confidence. And we know that these are key elements for them to succeed and be a champion in life, ” said Veronica Cruz, Milo Philippines Senior Vice President.
4 Out of 5 Pinoy Kids Inactive
A 2022 study about Physical Activity for Children and Adolescents shows that 84% of Filipino children are insufficiently inactive. Stay-at-home restrictions are seen to exacerbate inactivity among children during the pandemic.
To tackle this issue, Milo has designed a series of programs under “Active Pilipinas,” including the Milo Marathon, Milo Sports Clinics, Milo Champ Camp, and the Milo Barangay Liga.
Milo is also planning to keep the “MILO Home Court,” an online program for kids who can’t access the on-ground festivities of the Active Pilipinas.
“This is a shared goal of getting kids back into sports this 2023,” explains Carlo Sampan, head of MILO Sports, about the Active Pilipinas program. “It’s really a synergy of on-ground and digital initiatives,” he added.
Milo Marathon Date Announced
Milo executives also revealed during the event that the first leg of the much-awaited Milo National Marathon would be held on March 26.
Details of the event are expected to be released in the following days, including its venue, registration fees, and other details.
Obiena is Milo’s Latest Ambassador
The chocolate drink brand welcomed renowned pole vaulter EJ Orbiena as its newest ambassador during the event.
In attendance was volleyball phenom Alyssa Valdez, Milo Group Brand Manager Chris Ang, Milo’s Head of Digital Liz Chua, and Philippine Sports Commission (PSC) commissioner Bong Co.
About The Author
Adrian John Ladaga
Adrian started running in 2012 and instantly fell in love with the sport. He now frequents local road and trailrunning events. For him running is simple: "you take one foot in front of another and repeat the process over and over again." You can catch him running in Roxas Boulevard and SM MOA area. When not on his running kicks, he steps in the shoes of a content writer and Search Engine Optimization (SEO) expert.