What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
CineMARK supports childplay
CineMARK has donated free screen time for the Let's Play initiative's cinema advertising campaign, a social responsibility initiative from SuperSport to encourage children to participate in sport. Let's Play highlights the problems associated with inactivity and aims to generate enthusiasm for participation in sport or by young South Africans.
It is estimated that one in five South African children is either overweight or obese and whilst this is related to unhealthy eating habits, it is also linked to the fact that children are less active today than in the past.
In the past seven years South African screen viewership, which includes games, TV, movies, internet etc., has increased by 35%, and today South African children spend an average of 20 hours per week just watching TV.
This, together with the fact that many schools no longer feature sport or physical education as a compulsory part of their curriculum, is contributing to the problem.
Let's Play is backed by individuals (national and provincial sportsmen and women, nutritionists etc.) and organisations (both corporate and government). In the words of Minister of Sport and Recreation Makhenkesi Stofile: "Playing sport is a wonderful way to improving yourself. Your body becomes fitter and healthier, but at the same time you build good friendships and learn how to interact with many people. Sport can also provide you with exciting career opportunities ranging from playing professional sport to coaching or even in the administration of sport."
