In South-East Asia, FrieslandCampina partnered with the Junior National Basketball Association, the worldwide youth basketball programme of the National Basketball Association (NBA, United States). In Vietnam, Thailand, Indonesia, Malaysia, Singapore and the Philippines, parents and teachers were assisted through the Drink.Move.BeStrong campaign in creating awareness among children for the need of engaging in sports and exercise, eating responsibly and living a healthy life. A pilot of this campaign was initiated in Greece in 2017.