a.s.r. expands sponsorship to include Peuter4daagse

a.s.r. and Koninklijke Wandelbond Nederland are focusing on increasing awareness of, and participation in, the Peuter4daagse. During the event, children aged two and three walk for fifteen minutes a day for four days, accompanied by childcare professionals, in the vicinity of their own childcare location. As a reward, they receive a certificate and a medal. In 2025, more than 37,000 toddlers already took part in the Peuter4daagse.

Hella de Weger, brand & marketing communications director at a.s.r.: ‘By generating additional attention for this initiative, a.s.r. and KWbN want to encourage more childcare organisations to participate, allowing more toddlers to experience walking. After all, the earlier you learn something, the longer it stays with you. By introducing them to walking at a young age and showing them how enjoyable it can be, children lay the foundation for an active and healthy life. Sponsoring the Peuter4daagse is therefore a logical extension of a.s.r.’s sponsorship of the Avond4daagse.’

Gijs Janssen, managing director at KWbN: ‘At KWbN, we believe that the foundation for a lifetime of exercise starts with the very youngest. By simply walking for fifteen minutes around the childcare facility, toddlers discover the joy of walking and develop the basis for healthy habits. Walking teaches them perseverance, self-confidence and pride with every step they take. Especially now, at a time when screens demand increasing attention and children are not active enough, this is more important than ever. Together with a.s.r. and childcare locations across the country, we want to let as many toddlers as possible experience the joy of walking. Because those who discover at a young age how much fun walking can be, will carry that joy with them throughout their lives.’