Every child deserves a safe, healthy and fulfilling start in life. Through our long-term partnerships with SOS Children’s Villages, the Johan Cruyff Foundation and the Princess Máxima Center Foundation, we support children and young people around the world.
Since 2018, we have had a strong partnership with SOS Children’s Villages which operates worldwide, providing care for children and support for families. As part of our partnership, we sponsor a child or village for every Action store and distribution center. This means that with Action’s growth, our support grows as well. In addition, each year we support a local project in all countries that have an Action country office.
Action also supports the Johan Cruyff Foundation, which provides sports facilities and activities for children in deprived areas. We have been working with the Foundation since 2022. Currently, we are investing in new Cruyff courts, providing access to safe play areas for children and improving the quality of life in disadvantaged neighbourhoods. The first court opened in Paris and we are currently developing more courts across Europe. With over 20 locations planned in the coming years, including in the Netherlands, Germany, France, Spain and Belgium. Alongside this, we also partner with FC Straat, which organises street football in the Netherlands, encouraging children to play sports and exercise.
Together, we will support the Princess Máxima Center Foundation in its mission to cure every child with cancer, with the best possible quality of life.
Our partnership contributes to their international ambition to make a difference for children everywhere. By collaborating with pediatric oncology centers around the world, the Princess Máxima Center accelerates progress in research, diagnostics, treatment and education through shared knowledge and expertise.
During crisis situations, we support UNICEF and the Red Cross in their efforts to assist children affected by natural disasters and conflicts. Children are often among the most vulnerable groups during times of crisis.
Since 2016, Action has partnered with the TCS Amsterdam Marathon to support cancer research at Amsterdam UMC’s Cancer Center. In 2024, over 500 Action colleagues participated in the marathon. The funds we raise contribute to research aimed at discovering new treatments and cures for cancer.
