Kids celebrate at Thorpe Park as new iPhone game from Bayer goes mobile

The game shows kids with Haemophilia the things they can do, rather than the things they can’t.  It was adapted into a Keepy Uppie game competition on the factor fitness.co.uk website, with the winner winning a wii.  On Friday it was launched onto the iPhone for the first time, and for each game downloaded, all the profits will go to the Haemophilia Society.

The youngsters enjoyed a fantastic day and the guests heard from top speakers Professor Mike Laffan, Haemophilia Centre Director at Hammersmith Hospital who spoke about the research and future of haemophilia as well as Chris James who spoke on what the Haemophilia Society are doing in the UK.

However the real star of the day was Dan Magness the Guinness world record holder for keepy uppies.  He put on a great demonstration of his football skills and was surrounded by soccer mad youngsters all morning.

Bayer HealthCare’s Kogenate Kid-K kit, aimed at young boys aged 6-10 years with haemophilia A, was launched in the UK last year, aimed at making infusing less daunting for them.
Now that the game has gone mobile with the new iPhone version, Bayer is hoping to promote haemophilia awareness and raise lots of money for the Haemophilia Society.

Kogenate Brand Manager, Thomas Cleminson, said: “We wanted to do something which would raise awareness but also help give kids with haemophilia a more encouraging outlook.  Kid-K shows that football is one of many sports kids can do.“

Kid-K Keepy Uppies is not just confined to people with haemophilia.  Anyone can download it.  All they have to do is go onto the website http://www.apple.com/uk/iphone/apps-for-iphone or click the link on Bayer‘s factorfitness.co.uk site.  All money raised from the downloads will go to the Haemophilia Society. 

The iPhone launch was one of many events organised by Bayer employees around the world under the Reach out and Care theme to support World Haemophilia Day.

Bayer has invested hundreds of millions of dollars in research, clinical trials and post-marketing studies that have led to improved treatments and a better understanding of haemophilia. Bayer has also donated more than 20 million units of product to countries with limited access to haemophilia treatment and continues to serve the community by facilitating access to relevant information for teens and young men with haemophilia.

Around 1 in 5,000 boys are born with haemophilia.  Sufferers from Haemophilia experience bleeding episodes throughout their lives. The current gold standard of therapy is life-long treatment of factor VIII concentrates.

Images: For high resolution images of the event, please contact Andrea Postles.

Contact:
Andrea Postles, phone: 01635 563031, fax: 01635 563513
email: andrea.postles.ap@bayer.co.uk

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