Corporate social responsibility through physical activity and sports in Colombia: The Kinder Joy Of Moving case
DOI:
https://doi.org/10.47197/retos.v61.108200Keywords:
Social corporate responsibility, Kinder Joy of Moving, physical activity in youthAbstract
The Italian corporation Ferrero has a Corporate Social Responsibility program called Kinder Joy of Moving (KJOM). This program is operated in Colombia thanks to public (national government, local public schools) and private (SoldOut and National Federations) alliances. Through a qualitative approach, triangulation of sources, combining document analysis, semi-structured interviews, and focus groups with key institutional and operational actors and beneficiaries. The data were coded and analyzed using co-occurrence analysis and semantic network techniques to identify relevant patterns and relationships. The results are grouped into three categories: benefits, relevance, sustainability and implementation. The use of active play as the fundamental axis of the method, the leverage of the program in sports organizations such as Olympic Committees and National Federations in the global deployment of the program, the elimination of the commercial nature of the program, and the focus on local communities and proximity to the people are highlighted. Given the convergence of multiple actors in the program's implementation, challenges are identified, such as coordinating various public and private actors from international to local levels, making it relevant in solving local needs. It is recommended to implement a coordination level to set strategic, technical and operational aspects.
Keywords: Corporate social responsibility, Kinder Joy of Moving method, physical activity and sport in school children.
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