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Aegon Breakfast Club: a healthy start in life

The Hague, The Netherlands, July 1, 2015

Today, Aegon celebrated the success of its Breakfast Club pilot with breakfast for 10 families at its head office in the Hague. The pilot builds on the success of Aegon UK's award winning breakfast club established in 2010.

Children celebrating the Aegon Breakfast club challenge

With the trial of Aegon's breakfast club in The Hague, schoolchildren from disadvantaged homes received a healthy start to their day.

In a three-way partnership, Aegon is responsible for financial support, the Municipal health service is conducting research into the impact of the pilot, and welfare organization, Xtra, provides access to needy families, establishes the social and professional network needed for implementation and delivers the staff required.

In addition to improved education on health and nutrition, other benefits included improved concentration and social skills.

 

During the pilot 10 carefully selected families were visited twice a week by students armed with a healthy breakfast. It was an opportunity to sit with the families and educate them on the importance of a healthy start to the day. On the remaining days, the families were provided with the groceries and arranged the breakfast themselves.

Initial results have been positive: There has been a real and measurable impact on the participants' level of knowledge. In addition to improved education on health and nutrition, other benefits included improved concentration and social skills. The program also encourages children to develop good eating habits early on in life.

Introducing the Breakfast Club to schools

From September onwards the pilot enters a second phase looking at the longer-term effects and successes with the families involved. And in the future we'll be looking into piloting the Breakfast Club in schools, similar to the successful Aegon UK model.

Written by: Aegon