Health of the Nation scores with Kelloggs

The Kellogg Company of South Africa has announced that it will continue its sponsorship of the annual Health of the Nation 50-Hour Sports Challenge for the (second) consecutive year. More than 6000 children will keep a ball in motion for 50 uninterrupted, hours to highlight the importance of physical activity in children’s lives.

The Kellogg’s® Health of the Nation 50-Hour Sports Challenge, in association with Sporting Chance, Virgin Active and Kia Charity and Care, kicks off in Cape Town on Friday 17 September before heading to Johannesburg to coincide with National Nutrition Week during October

Brad Bing of Sporting Chance, the youth sports development agency that conceived and co-ordinates the event, says the Challenge was originally born as a direct response to the results of the Health of the Nation research findings1. According to Bing, the study to investigate the physical fitness levels and lifestyles of South African children revealed that schoolchildren, from all backgrounds across the country showed a tendency towards the onset of obesity, similar to that seen in developed countries more than a decade ago.  “It was obvious that South Africa faced a serious task in getting the nation to keep active and participate in physical activity to create a healthy lifestyle,” says Bing.

Bing says that the Challenge has grown exponentially and is now a two-fold event. A week prior to the Challenge, Sporting Chance hosts pre-Challenge road shows in selected communities. The sessions address specific social concerns within communities including how to lead an active life; prevent obesity; principles of personal hygiene and nutritional guidance, facilitated by Kellogg dietitians

“Health of the Nation is a groundbreaking project that focuses on the importance of physical activity combined with empowering South African children to make healthy lifestyle choices, both on and off the sports field,” says Sarah Mansfield, corporate spokesperson for the Kellogg Company of South Africa.

“Physical activity and sport play a positive role in a child’s life. Whether at a social or competitive level, it is fundamental in the development of their personality, co-ordination and social development. As a brand, Kellogg understands the importance of creating awareness, and supports the work being done by Sporting Chance in encouraging self improvement.”

The Kellogg’s® Health of the Nation 50-Hour Sports Challenge is supported by the national Department of Health, the Department of Sport and Recreation, Education and Social Development and the Heart and Stroke Foundation of South Africa.

Schools or individuals wishing to participate in the Kellogg’s® Health of the Nation 50-hour Sports Challenge can contact Natalie at Sporting Chance on 021 683 7299 or log onto