Vitality and Disney team up to promote healthier lives for families

Vitality and Disney have announced a new collaboration to encourage families to be more active and lead healthier lifestyles.

This agreement will see the launch of Vitality Health Kids inspired by Disney, providing engaging ways to help children be more physically active, eat well and develop healthier habits using Disney characters as inspiration.

The collaboration is underpinned by Vitality’s ‘shared-value insurance’ model, incentivising people to make these choices for the benefit of their long-term health. This has been combined with Disney’s mission - since 2006 - to make it easier for families to adopt this kind of lifestyle.

Nick Read, commercial director at Vitality, commented: “We’re delighted to be collaborating with Disney, one of the world’s most iconic family brands, on our shared mission to help kids and families lead healthier lives.

“The issues associated with unhealthy lifestyles apply to children as well as adults, which is why it’s so crucial to help those who are physically inactive and who have poor nutrition. Understanding childhood habits lay the foundation for [those] in adulthood is why this exciting collaboration is so important.”

The programme enables families to gain free access to an online hub of health and wellbeing content called the ‘Vitality Kids Zone’. For members, there will also be discounts at the Disney Store and the chance to win trips to Disneyland Paris.

CMO of The Walt Disney Company UK and Ireland, Anna Hill, said: “We know Disney stories and characters can help inspire children and families to live healthier lives… Since 2006, we have been creating ways to support families by making healthy living simple and fun.

“By working with Vitality we seek to inspire families further to opt for better choices, and believe this collaboration will help support healthier lifestyles.”