India’s #MoveForGood to support children affected by COVID-19

August 13, 2021 

Sunfeast India ‘Run As One’ launched last year as a citizen-led digital movement to support vulnerable populations in India who lost their livelihoods due to the COVID -19 pandemic. Created by Procam International, India's leading company in sports management, sports consultancy, and live television production since 1988. The movement is also supported by GiveIndia, an NGO donation platform, ITC Sunfeast, India's largest foods company and Fit India, a movement in India dedicated to improving the physical activity of its citizens. Last year's movement brought together people from all walks of life and they raised over $210,000 for the cause. 

As India continues its fight with coronavirus, the pandemic has disrupted the lives of countless children putting a halt on education, medical care and more:

• Over 250 million children across India have been out of school
• 9.27 lakh children across India are acutely malnourished
• The risk of child abuse, child labour and child marriage has increased
• 26,176 children have lost a parent, 3,621 have been orphaned and 274 have been abandoned till date

So, in recognition of India's 75th year of Independence on August 15, the second edition of the #MoveForGood movement will be launched. Sunfeast India ‘Move As One’ will continue to inspire Indians and Indophiles globally, to adopt an active lifestyle while creating positive social impact.  

Olympic and World Champion track and field legend, Haile Gebrselassie, has lent his support to the movement as its ambassador and urges citizens to join and make their activity count. 

The new campaign will raise funds to support children in distress with a focus on academic support, career guidance and skill-building, nutrition, hygiene requirements and healthcare. In addition, it will look to provide child protection and psychosocial support to strengthen children's coping abilities. 

Multiple activities will encourage citizens to run, walk, jog, cycle, use a wheelchair, treadmill or stationary bike to pledge a distance and commit a positive action for themselves, while also contributing to the cause. There are no geographical or physical barriers, so anyone is welcome to show solidarity by participating in an activity of their choice, indoors or outdoors. 

"In India, I have always been received with so much warmth and hospitality and it saddens me when I see the impact of the COVID- 19 pandemic on millions of people and children. Sport has the power to bring communities together like no other," said Gebrselassie.

"We all can create an impact in our way and a platform like the 'Sunfeast India Move As One', allows us to be fit and healthy and make an actual difference in the lives of many children. Run, walk, jog or cycle - choose what suits you best and register now for the 'Sunfeast India Move as One'." 

GiveIndia will coordinate with more than 70 children specific NGO's, who will benefit from the movement. Registration is open through 13 September.