Aids unites I&J and Takalani

Kids eating I&J's popular range of 'Fish Fingers' and 'Chicken Fingers', now enjoy the added treat of a range of Takalani Sesame puzzles, quizzes and activities featured in the I&J product packs. The games, released in March 2005, aim to stimulate and educate children in an entertaining context.

Dave Pietersen, I&J's marketing director explains the company strategy behind its involvement: "We want to support social responsibility, promote the nutritional goodness of fish and with the characters of Takalani Sesame, we are providing education in a fun, entertaining way."

With the high incidence of AIDS in the world, Kami, an HIV-positive Muppet, was introduced to the series two years ago to help educate and break the stigma associated with the disease.

Pietersen says the social component of the sponsorship links closely with I&J's other social awareness programmes: "The multimedia campaign, which promotes communication between adults and children on the crucial subject of HIV, has been an outstanding success. In a non-threatening atmosphere it encourages parents to communicate with their children about AIDS. It also offers advice on what can be done to combat it and protect children against it."