PRITT SPONSORS HENRY WINKLER CAMPAIGN TO BOOST CONFIDENCE OF CHILDREN WITH SPECIAL EDUCATIONAL NEEDS
Ed Balls, Secretary of State for Children, Schools and Families joined forces with Sarah Brown, Henry Winkler (aka The Fonz), First News and Pritt at  No.10 Downing Street to launch a campaign focused on improving attitudes towards children with SEN and building their self-esteem.
The My Way! campaign sponsored by Pritt will run in First News, the children’s weekly newspaper and will be fronted by Henry Winkler. Dyslexic himself, Henry’s dyslexia wasn’t picked up until he was 30 and this has motivated him to change perceptions of SEN and inspire young people.
Heavily involved in the education sector, Pritt is sponsoring the campaign alongside the DCSF (Dept. Children, Schools and Families), highlighting the importance of creativity in education.
Dave McCann, Marketing Director Henkel UK, said: “We are delighted to be involved in such an inspiring and important campaign. Learning through creativity is at the heart of the Pritt brand. For 40 years we have been working closely with schools and parents to help children find their own way to learn and express themselves through arts, craft and creative play. Through the My Way! campaign we hope to reaffirm the message that everyone learns differently, and help children find their own way.”
In January 2008 Henkel worked with education authorities, teachers and students to develop and launch Rainbow Pritt in order to add value to the  education sector. It now has 100% distribution in the education sector. Rainbow Pritt is a vibrant and rainbow coloured Pritt stick that can be seen when used, thereby allowing children to ‘paint’ with Pritt and help develop motor function and hand-to-eye coordination. As it is a colourful and visible glue stick, Rainbow Pritt also helps children with poor or developing vision. As with all its products Pritt helps children develop, learn and express themselves freely and creatively, and as such as the natural partner for the My Way campaign.
Working with Henry Winkler, the DCSF and First News, the My Way campaign will raise awareness of learning differences among children, teachers, schools, and parents. Around one in five school aged children need additional help in school of some form. Needing help with learning is not unusual and many children receive some additional support during their time at school.
In addition the campaign will strive to improve attitudes towards children with learning differences among children who do not have special educational needs, encourage and allow pupils to share their experiences of learning, and Inspire young people with SEN.
Commenting on the campaign, Ed Balls said: “This is a great campaign, focused on raising awareness of the different ways children learn and giving all children the self esteem to achieve their potential. We have already done a great deal to support children with special educational needs, helping them and their families access the extra help they need to succeed at school.
“Through highlighting positive role models and sharing good examples of  teaching and learning this campaign will promote inclusion in the classroom and inspire young people to go on and achieve.”
Henry Winkler, author, actor and campaign ambassador for ‘My Way!’, said: “Every child has greatness inside them. We need to help them to dig it out and give it to the world. I cannot wait to see who they become.”
The launch of My Way! was inspired by two school tours undertaken by First News with Henry in 2008 and 2009. The response from pupils, teachers and parents was outstanding. Many contacted First News to tell of how this had encouraged them to face their own difficulties with learning with a positive attitude.
The campaign is funded jointly by First News, the Department for Children Schools and Families, and Pritt (Henkel UK), together with Walker Books, and supported by The Teaching Awards.
About Pritt
Pritt is the no.1 branded glue stick for paper and card and is safe, clean, and easy to use. Invented in 1969 by Henkel Pritt is made from naturally based, renewable raw materials and is washable, non-toxic and solvent free. www.pritt4schools.com
About Henry Winkler
Henry Winkler (aka The Fonz) will be fronting the campaign and is a strong advocate for developing better understanding and respect for the many children who have difficulty in learning. Henry is well known for his role as Arthur “the Fonz” Fonzarelli in Happy Days but he is also an accomplished producer and also an established children’s author of 16 books about a character Hank Zipzer: the Worlds Best Underachiever, published by Walker Books. Henry’s dyslexia was not picked up until he was 30 and this has motivated him to tell others his story and inspire young people. Henry is also supporting a new Teaching Award for 2010 with L45k of funding he won in a radio phone in.
About Henkel
Henkel has been committed to making people’s lives easier, better and more beautiful for more than 130 years. A Fortune Global 500 and Germany’s most admired company according to a recent Fortune survey, Henkel offers strong brands and technologies in three areas of competence: Home Care, Personal Care and Adhesive Technologies. Each day, more than 52,000 employees in 125 countries are dedicated to fulfilling Henkel’s claim “A Brand like a Friend.” In fiscal 2008, Henkel generated sales of 14,131 million euros and adjusted operating profit of 1,460 million euros. www.henkel.com
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