Supermarkets claim voucher schemes are helping cash-strapped schools; cynics believe the chains are simply boosting their profile
Most parents have done it at one time or another – assiduously collected supermarket vouchers as we pay for the weekly shop, then taken them to school and shoved them by the fistful into the overflowing box to "help fund new sports equipment".
What they actually pay for none of us can really be sure. We do it because it seems churlish not to.
But in the era of brutal spending cuts – at both government and local council level – our contribution to school sport seems more important than ever.
This week Sainsbury's published new research showing that – surprisingly – parents rank PE as the most important subject for their children's development after the core subjects of English, maths and science.
The supermarket chain surveyed over 1,000 parents, the majority of whom "believe strongly" that physical activity positively contributes to their child's alertness and attention span, and prepares them for competitive situations later in life.
According to the research, half of parents had been asked to contribute financially towards sports equipment for their child's school.
The supermarket says that through its Active Kids scheme – which has been going for seven years – over 40,000 nurseries, schools, scout and guide groups and sports clubs have shared over £100m worth of equipment and coaching.
Of course, there is good reason to be cynical about vouchers. Let's face it, you have to collect a hell of a lot to come close to purchasing even a shuttlecock. One voucher is earned for every £10 spent in a single transaction at all main stores, online for groceries, or at Sainsbury's petrol filling stations, and for each £5 spent in a single transaction at Sainsbury's Locals.
Among the more popular items in the Sainsbury's catalogue are skipping ropes – yours for 28 vouchers a time (the equivalent of a £280 shop) through to assorted colour bean bags for 249 vouchers – the fruits of a £2,490 shop.
Sainsbury's head of sponsorship, Jat Sahota, says: "It is clear that sport and other activity are a real priority for parents all over the country. Good habits picked up in childhood stay with you in later life, which is why the work we do with Active Kids is so important. With budget cuts taking effect, it is more important than ever, that we all do what we can to make sure sport continues to be a priority within schools."
Of course Sainsbury's is not the only supermarket engaged in this kind of marketing activity. Tesco has relaunched its controversial Computers for Schools scheme as Tesco for Schools and Clubs, and claims that last year, vouchers were used to purchase 540,000 items at a cost of £13.4m. Of course the idea is to get us to become regular voucher collectors and build up loyalty to one supermarket or retailer.
But what attitude should we take to such schemes? Are they simply a marketing gimmick designed to raise a supermarket's profile in local areas (we've all seen garish Sainsbury's banners hanging outside the school gates)? Is it wrong to expect parents to fill the gaps in school budgets in this way?
Or is a voucher scheme imply a natural extension of the kind of fundraising PTAs have been doing for decades?