Case: Every step counts, walking with KWbN

The Dutch population is not sufficiently active, which has societal implications such as reduced sustainable employability. For years, a.s.r. has embraced walking through a.s.r. Vitality, rewarding participants for being physically active. Since 1 January 2025, a.s.r. Vitality has been an integral part of propositions for Disability, Health and Pensions. To increase its impact, a.s.r. partnered with KWbN and became the main sponsor of the Avond4daagse.

Hella explains: ‘The KWbN is the largest walking organisation in the Netherlands. Together, we aim to get as many people as possible to get moving through walking. This aligns with our social commitment and strategic theme of vitality and sustainable employability. Walking is incredibly healthy and the most accessible form of exercise. The goal of national sponsorship is to encourage more people to start walking or to walk more often. The Avond4daagse sponsorship is an ideal match, as both children – who have their whole lives ahead of them – and young parents take part. By making the Avond4daagse a celebration and continuing to encourage the activity of walking, we hope to increase the number of steps taken.’

Walking has a positive impact on your health, confirms KWbN-certified walking coach and trainer Natasja Vermaas. Through her company, Get in Motion, she helps people become active: ‘Walking can make you feel better and stay fit for longer. People who spend much of their time sitting often notice improvements quickly. Their posture and balance improve – as every step requires stability. They lose weight, build fitness and gain more energy, and minor aches disappear. Sleep also improves. Spending time outdoors and getting daylight – especially morning light – helps you sleep deeper and more peacefully at night.’

Each year, more than 500,000 primary school pupils take part in the Avond4daagse, supported by around 1.5 million volunteers. The Avond4daagse is a Dutch community walking event during which participants of all ages follow organised routes over four consecutive evenings. 

The partnership with KWbN and sponsorship of the Avond4daagse proved an immediate success, Hella notes: ‘a.s.r. festively supported the event this year at 24 locations nationwide. In total, around 100,000 children walked under the a.s.r. arch. Thanks to the national marketing campaign, created with colleagues and their children, our reputation as a sustainable insurer has been further strengthened. Combined with increased brand preference, this is expected to lead to higher revenue.’

Walking has also gained momentum within a.s.r. Hella: ‘Many colleagues helped at Avond4daagse events. All business units organised walking activities, such as a walking conference with presentations at different locations, requiring participants to walk between sessions. Several trainees mapped walking routes around the Utrecht office to inspire colleagues to take a stroll during breaks.'

In 2026, the sponsorship will be developed further. Hella explains: ‘a.s.r. will be present at a minimum of 50 Avond4daagse events. We will create more content and campaigns to promote walking. The walking route finder introduced this year, featuring routes across the Netherlands, will be expanded. In addition, a.s.r. real estate manages several estates that offer walking routes. This creates additional possibilities to further promote walking across the Netherlands together with KWbN, and encourage even more children to get outdoors and start walking.’