MILO, PATAFA launch National Kids’ Athletics Games Online Challenge

MILO, PATAFA launch National Kids’ Athletics Games Online Challenge

Philippine Athletics Track and Field Association chief Philip Juico

By Kyle Encarnacion

MANILA — Kids ranging from 15-years old and below can now sweat out and enjoy sports activities with the soon-to-be-launched National Kids’ Athletics Games Online Challenge.

This after the Philippine Athletics Track and Field Association and MILO teamed up in rolling out the milestone project aimed at enticing Filipino children to stay active amidst the challenge of the pandemic.

With MILO’s full support, the PATAFA is launching on November 27 the MILO National Kids’ Athletics Games online challenge that will be played through February 2021.

“We are very proud to roll out this project with our long-time brand partner. MILO has supported PATAFA in its other initiatives and programs. MILO comes in as our sole brand partner for this project as it perfectly fits their brand advocacy which is to encourage Filipino children to be physically active,” said Philip Juico, PATAFA President.

The MILO National Kids’ Athletics Games online forms part of the MILO Home Court campaign, which the brand’s online initiative to help parents encourage kids to continue their champion journeys through sports while at home.

According to Lester P. Castillo, Assistant Vice President Nestlé Philippines-MILO, this expanded partnership with PATAFA will further promote the importance of physical activity among school children.

 Citing the World Health Organization’s (WHO) Global Recommendation on Physical Activity for Health, WHO recommends that kids aged five (5) and above should engage in physical activity for an accumulative 60 minutes every day to build their muscle strength, improve motor skills, and promote bone development.

 “The MILO National Kids’ Athletics Games online will be a useful tool for parents to inculcate the value of exercise among our kids during this school year,” Castillo said. “With physical activity, children become better learners.”

The MILO National Kids’ Athletics Games online challenge is part of PATAFA’s digital pivot in its aim to extend its many programs to reach a larger audience in line with the Kids’ Athletics program of the World Athletics.

“With MILO’s support we are, for the first time, embarking on the use of the digital platform to continue the Kids’ Athletics program PATAFA has started in 2011. The MILO National Kids’ Athletics Games online challenge is the first phase of a two-part event project we are launching. This first phase mainly aims to encourage kids to get physically active by doing the same conditioning exercises done by our SEA Games gold medalists in our demo video. The second phase, which will commence on March 2021 will highlight Kid’s Athletics activities where kids will engage in a fun online competition.” Shared by PATAFA Marketing Communications Director Edward Kho.

The MILO National Kids’ Athletics Games online challenge will feature video entry contests in three age categories – under 15, under 12, and under 10 years old. Participants need to submit a video capture of their exercise session simulating the demonstrations by the SEA Games champions in the demo video published online by PATAFA. “Each week, up to the second week of February 2021, we will be selecting every Friday one winner in every age category. All weekly winners will compete in a live contest via Zoom on February 26,” Kho said.

The MILO National Kids’ Athletics Games online challenge is open to all children not older than 14 living in the Philippines. (AI/MTVN)

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