Coming Together During Childhood Cancer Awareness Month

During International Childhood Cancer Awareness Month in September, our partners and Business Friends took action for children with cancer in various ways. Through special initiatives, sports challenges, and by sharing our campaign message, they helped raise awareness, engagement, and donations for the Princess Máxima Center.

In-store activations

Several partners involved employees and customers in the campaign through in-store activations. At Beter Bed, customers could share their dreams and make a donation. Intratuin put the special ‘BLOND Amsterdam for the Máxima’ mug in the spotlight. In Utrecht, Hoog Catharijne, together with Intertoys and Paramount, hosted a special meet-and-greet with the Paw Patrol pups and provided space for an impressive work of art: a large pile of pills. Through these initiatives, our partners helped bring our campaign message to a wider audience and raised donations for the Máxima Center.

Employees take action

Companies showed great enthusiasm for getting active. During the Alpina Group Open, participants played golf in support of the Máxima Center. Employees from Conclusion, Jaarbeurs, and other companies joined our call to take lunch walks of one, two, or five kilometers. These distances represent the 125 pills a week that a child with cancer may have to take. During the Dam tot Damloop on September 19 and 20, employees from our partners Ocean Outdoor, Philips, Landal, and Simon Loos took on the sporting challenge. They also raised additional donations through the maximaalinactie.nl platform.

Together, we raise awareness of the impact of childhood cancer

Alongside all the fundraising activities, our national campaign also received a great deal of attention during Childhood Cancer Awareness Month: ‘A child with cancer already takes so much medication.’ This message highlights how much medication a child with cancer may have to take during treatment. Many of our partners and Business Friends shared the campaign through their own media channels, bringing our message to the attention of employees, customers, and business contacts. Thanks to strategic partner Ocean Outdoor, the message was displayed throughout the month on digital screens across the Netherlands.

We are extremely grateful to all our partners, Business Friends, and everyone else involved for their commitment and support during Childhood Cancer Awareness Month. Together, we make a difference for children with cancer and their families.