A record number of ice creams and meaningful conversations during ‘Sam& de wijk in’

An ice cream. A smile. A good conversation. Sometimes, those are the moments where change begins. On 11, 12, and 13 June, for the fourth year in a row, we joined Sam& for all children to visit neighbourhoods across the country. This year, our ice cream cart made stops in Arnhem, Sittard, Geleen, and Haarlem.

With the cart on the square and a team of enthusiastic volunteers, we reached out to parents. Not with complicated forms or long stories, but simply human to human. We handed out flyers about Sam&, ice cream for the kids, and one clear message: help is available for families facing financial hardship. And it’s okay to ask for it. 

Why 'Sam& de wijk in'?
In the Netherlands, one in twelve children grows up in poverty. For them, a sports membership or birthday party isn’t guaranteed. There’s no money for school supplies, music lessons or a bike. And yet, being able to participate at school and during free time is so important for a child’s development and confidence.

“Being able to participate at school and in free time is crucial for a child’s development and confidence.”

Sam& for all children exists to break down those barriers. It’s a collaboration between Leergeld Foundation, Youth Fund Sports & Culture, Jarige Job Foundation, National Child Aid Fund, Youth Education Fund. Together, they make sure children can participate. Vebego Foundation actively supports this partnership and contributes to initiatives that make a difference for these families.

Local and low-threshold
This year, we visited neighbourhoods in Arnhem, Sittard, Geleen, and Haarlem. A special highlight this year was our presence at the Lexmondplaats in Arnhem during National Outdoor Play Day. A beautiful, sunny afternoon where we were able to reach many families. Children were free to be children again, while we spoke to parents in a relaxed way about what Sam& could offer them. In total, we handed out more than 2,500 ice creams: our highest number yet. Once again, a simple ice cream proved to be a powerful start to meaningful conversations.

“Children were free to be children again, while we explained to parents what Sam& could offer them.”

The responses were warm and sometimes deeply personal. Parents saw themselves in the stories. They talked about their worries: about children who prefer not to mention that they don’t celebrate their birthdays. About sports that had to stop because it just wasn’t possible anymore. The conversations brought recognition and sometimes even relief. Because help exists. And it’s closer than you think.

We look back on three powerful and successful days with great pride. A heartfelt thank-you to all colleagues who helped and contributed to this action. Thanks to your efforts, we were able to reach so many families. We’re also deeply grateful for the collaboration with our partners at Sam& for all children.