Transcript Slide 1

Childhood Obesity:
The Big
Fat Truth
Jennifer Pricci
May 30, 2006
Presented
by
child obesity epidemic…
One of the largest studies of public school students has confirmed that childhood obesity
has reached epidemic proportions.
The BIG numbers:
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30% of America’s kids are overweight
15% of America’s kids are obese
18% have a high probability of developing future weight problems
African-American and Hispanic children have a greater tendency to become
overweight
Effects all ages:
• Kindergarten
• 6th grade
• 12th grade
34%
43%
36%
Obesity is the single most widespread
health problem facing U.S. children.
Source: Arkansas Center for Health Improvement
…and it’s only getting worse
The epidemic of obesity in children is advancing much more quickly than the Center for
Disease Control and Prevention had originally predicted….
The percentage difference between the number of
overweight 12- to 19-year olds in
1963-1970 versus 1976-1980 is 0%
The percentage difference between the number of
overweight 12- to 19-year olds in
1963-1970 versus 1990-2000 is 300%
… and the reality is that even if they do slim down, overweight children are more likely to
become overweight adults.
U.S. obesity causes at least 300,000 excess deaths,
and healthcare costs of American obese adults
amount to over $100 billion.
Source: Center for Disease Control and Prevention
some scary statistics
25%of
ofthe
the vegetables
25%
vegetables
eaten
in
the
eaten in the US
USare
are
French fries
French fries
A 1957 restaurant hamburger had 210
calories--today that burger is bigger-618 calories
Byage
age 17,
By
17,the
the
average
child
average childhas
has
spent more time
spent
more time
watching TV
watching
TV
than
attending
thanschool
attending
school
In 1969, 80% of kids
played sports
every day versus
20% today
Source: Vita Mix
70% of kids ages 6-8 think
fast food is better for
them than home cooking
The percentage of students attending a daily
physical education class has dropped from 42
percent in 1991 to 28 percent in 2003. In fact,
only 8 percent of elementary school, 6.4 percent
of middle schools and 5.8 percent of high
schools provide daily physical
education or an equivalent.
slimming down the problem
What parents can do to save their children’s lives:
1. Face the facts.
If your kid is gaining weight for two years, it's not baby fat. Talk to the family doctor for a
weight loss plan and healthy eating advice.
2. Get the whole family involved.
Everyone should eat healthier, so get everyone interested in healthy meals that taste
good.
3. Eat as a family--at the dinner table.
That way you can watch what everyone eats and guide the kids into eating well-balanced
meals. Even snacks should be structure "sit down" events. Food eaten on the run is fast
forgotten.
4. Make it fun.
Nutrition can be fun! Kids can make their own low-fat ice cream treats and add little
goodies like nuts, candy cane pieces and brownie bits--in moderation!
5. Unplug!
Turn off the TV and the computer for healthy activities like biking, walking, ping pong,
bowling--vary the plan and be creative. It's a great way to get to know your kids better,
too.
identifying the need
Parents understand the importance of regular physical activity for their children and have
prevailing concerns about their weight. There is much support for an event that engages
the family as a unit to conquer these issues.
• The majority of parents in the U.S. (78 percent) believe that physical education or
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recess should not be reduced or replaced with academic classes
Almost 30 percent of parents said that they are "somewhat" or "very" concerned
about their children's weight
Comparing their own childhood health habits to their children's, 27 percent of
parents said their children eat less nutritiously, and 24 percent said their children
are less physically active
35 percent of parents rated their children's school programs for teaching good
patterns of eating and physical activity to prevent obesity as "poor," "non-existent,"
or "don't know"
Among six choices of what they believed to be the greatest risk to their children's
long-term health and quality of life, 5.6 percent of parents chose "being overweight
or obese" More parents selected other choices as the greatest risk: alcohol (6.1
percent), sexually transmitted disease (10 percent), smoking (13.3 percent),
violence (20.3 percent), and illegal drugs (24 percent)
In terms of their own behavior, 61 percent of parents said that it would be either
"not very difficult" or "not at all difficult" to change their eating and/or physical
activity patterns if it would help prevent obesity in any of their children.
Source: American Obesity Association
taking ownership at home
eventive marketing will design and execute a multi-sponsor proprietary program
designed to get America’s youth back on track toward healthy living.
eventive marketing will offer a custom experience based on experts’ advice that
successful weight loss and childhood obesity prevention should include families,
businesses and the school system.
Families with Pre-Schoolers
• Encourage your preschooler to be imaginative by engaging in pretend play
• Take a bike ride with a child seat
• Explore the neighborhood by taking a walk — bring along a wagon for when little feet get tired
• Visit the park for an afternoon of swinging and playing in the sandbox
• Plant flowers or vegetables
Families with Young Children
• Team sports for the child or as a family
• Local hiking trails and bike paths
• Join a fit club
Families with Tweens
• Get outside
• Volunteer
• Compete in walk-a-thons or bike-a-thons as a family
• Recreational sporting trips such as camping or kayaking
Families with Teens
• Encourage extracurricular sports
• Host practices for your child and their teammates at your family home
• Supervised weight training
• Support via companionship, equipment and transportation
taking ownership in business
eventive marketing understands the sensitive balance between a corporations need to
market their products and society’s need for a healthier children. A socially responsible
healthy kid retail campaign finds balance between these two needs.
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Shelf markers flagging healthier products for kids
Package logos denoting healthier products for kids
Special displays of healthier product choices
Cross merchandising healthier product combos (e.g. fruit and cereal)
Pricing for health
Loyalty card activity promoting healthier products for kids
Integrated marketing to children for health (retailer website, point of purchase, fliers)
Incentives and premiums awarded for healthy food purchase, nutrition education,
physical activity which is redeemable for sports equipment, activity based events, etc.
• In-store and promotional entertainment for kids (mascots with message)
• Product sampling healthier alternatives with kids
• Grassroots sponsorship of healthy activity based events (walk-a-thons,
skateboarding, etc)
taking ownership in school
Teaching healthy behaviors at a young age is important since change becomes more difficult
with age. Behaviors involving physical activity and nutrition are the cornerstone of preventing
obesity in children and adolescents.
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Educational school nutrition tours
Nutrition information for teachers (e.g. math unit)
Web and print nutrition and weight management information
Menu planning for children (e.g. lunches)
In store checkups, vaccinations, etc. to include BMI checks
Understanding the balance of nutrition with activity for weight management
Provision of childcare/child activity areas
In store real estate leased for healthcare or child activity programs
Healthy school mascot with MySpace account
Health & Wellness Initiatives
GE Picture A Healthy World Campaign
Dairy Management, Inc. 3-A-Day
Dairy Management, Inc. is already
prepping for swimsuit season with
a slate of 3-A-Day dairy promotions.
The effort, themed "3 Steps Toward
a Slimmer Summer," breaks in April
with a premium offer, sampling,
special online content and a sweeps
dangling a grand-prize spa trip.
Shoppers who buy milk, cheese and yogurt in the same shopping trip qualify for a threeissue subscription to Prevention or Women's Health. The offer runs April 1 through May 7
via in-store brochures that carry three-step recipes, snack ideas, and the subscription
order form. (The form also appears at 3aday.org.)
At the same time, DMI will host sampling events in 6,500 supermarkets nationally, with instore radio support in some markets.
The President’s Challenge
http://www.presidentschallenge.org/index.aspx
The President’s Challenge
The President's Challenge is a program that encourages all Americans to make
being active part of their everyday lives. No matter what your activity and fitness
level, the President's Challenge can help motivate you to improve.
Some affiliated events:
Cartoon Network's GET ANIMATED Tour Cartoon Network and Cox
Communications are partnering to bring the network's GET ANIMATED Tour to
multiple Cox markets from June 11-August 26, 2006. To read more please see the
press release.
Sportline Steps Across America Progam Launch A team of 12 Sportline Steps
Across America walkers took their first steps on April 18th from Chelsea Piers in
New York City to launch Sportline Steps Across America. The Sportline Steps
Across America program is a 14 week coast to coast walking journey designed to
start an active lifestyle challenge. To find out more and get involved visit
www.stepsAcross.com.
We Move Kids! sponsorship to attend Walking for Health conference at UIUC,
October 13-15, 2005 Robert Wood Johnson Foundation (RWJF) and the
American College of Sport Medicine (ACSM) announce "We Move Kids," a
program sponsoring 12 elementary-, middle- or high-school Physical
Education/Health teachers to attend Walking for Health: Measurement and
Research Issues and Challenges, an ACSM specialty conference held at the
University of Illinois, Urbana-Champaign, October 13-15, 2005. Features of the
conference include access to a world-class faculty, as well as programming
focused on promoting physical activity and education in the school environment.
For more information and to apply please review the
application form.
President’s Challenge online tools
President’s Challenge Partners
Many corporations are currently teamed up with the President's Challenge to help
America’s kids get active and stay fit.
Alphabet Fitness® develops the Alphabet Athlete TM. It is a movementlinked, alphabet learning system for children. Designed by Wellness, Inc. to
fight illiteracy, obesity and stress related diseases, Alphabet Fitness® is
now incorporating the President's Challenge to broaden its accessibility to
children of all motor skill levels as a fun new way to spell, read, write, and
be well. The President's Challenge invites Head Start Centers, Preschools, Home schoolers, Elementary schools, and Special Ed programs to
participate in Wellness, Inc.' Alphabet Fitness programs for kids . Individual
children, or whole classes, can now post their "Alphabet WorkOut" activity
points online at www.presidentschallenge.org.
Please go to www.alphabetfitness.org for ways to participate.
More info: [email protected].
Burger King Corporation is teaming up with the President's Challenge to
help America’s kids get active and stay fit. Burger King Corporation is proud
to have sponsored the Presidential Active Lifestyle Award (PALA) and the
Physical Fitness Awards in 209 participating schools within 206 DMA's across
the United States during the Spring of 2004. These schools provided
opportunity for 65,882 badges to be awarded from the President's Challenge
through the sponsorship of Burger King Corporation. In 2005, Burger King is
sponsoring even more schools and providing 100,000 Presidential awards.
This partnership is great way for kids to get active and stay fit, and to learn
the impact exercise can have on their lives. Visit www.burgerking.com and
click on “kids” to learn more.
Cardio Tennis is a new fun, group, fitness program which gives players of
all abilities a great workout. Cardio Tennis is offered in approximately 1000
public and private facilities throughout America. Participants are constantly
moving in a series of high energy drills taught by a certified tennis
professional. For more information, please visit www.cardiotennis.com.
http://www.presidentschallenge.org/advocates/corporate.aspx
President’s Challenge Partners
CircusFit is a new and exciting national fitness program from Ringling
Bros. and Barnum & Bailey® that encourages America's youth to lead
healthy, active lifestyles by combining the fun of circus skills with stretching,
strength building and aerobic exercise. This creative and action-packed
approach to physical fitness motivates kids to get a movin' and a groovin'
whether in the classroom, after school or at home. In launching CircusFit,
Ringling Bros. has joined forces with the President's Council on Physical
Fitness and Sports (PCPFS) to promote physical activity across America.
Schools and after-school programs are being invited to participate in
CircusFit as part of their involvement in the annual President's Challenge.
For more information on CircusFit visit http://www.CircusFit.com.
Coca Cola Company's LIVE IT! is a program designed to engage and
educate students in grades 4-8 on the importance of regular physical
activity and healthy eating by providing activation and educational tools that
will inspire them to begin and maintain a healthy and active lifestyle. The
Live It! program features two student activity components: 1. Step With Itfor physical activity, 2. Fit It In - for healthy eating.
Coca Cola Step With It. As part of the Step With It portion of Live It!,
students are asked to keep track of their steps each day. Participants of the
program, developed by Coca-Cola and the National Association for Sport
and Physical Education (NASPE), are provided with a "stepometer," a small
pedometer, that tracks the number of steps they take. Students are
encouraged to earn the Presidential Active Lifestyle Award from the
President's Challenge as part of this program. As of April 2006, Live It!TM
has reached over 2 million students and teachers during the school year.
Those students are enrolled in over 6400 schools across all 50 states,
Canada, and the Carribean. For more information on how to get your school
involved please visit http://www.liveitprogram.com.
President’s Challenge Partners
Continuing Fitnesshas partnered with the President's Challenge to
provide a comprehensive fitness and exercise program for Seniors right in
the comfort of your own home or at a fitness facility. Our products, including
the Resistance Chair Exercise System are specifically tailored to meet the
needs of fitness-conscious mature adults, we also provide classroom style
video programming which is easy to follow and will allow you to participate
in the 8 week Active Lifestyle program and become eligible for an Active
Lifestyle Award. We focus on improving the following four key areas of a
fitness plan: Endurance, Strength (Resistance Training), Flexibility and
Stretching, and Balance. For more information please visit the Continuing
Fitness website at www.continuingfitness.com.
ESPN Play Your Way.Team ESPN, the corporate outreach program for
ESPN, Inc., introduces a multi-faceted outreach program designed to make a
difference in our world and our communities. Fans helping fans. ESPN Play
Your Way is a youth fitness program designed to encourage kids, ages 7-12,
to get fit and remain physically active. It's an outreach program that inspires
them to be physically active by making up their own physically active games
and writing their own rules. ESPN Play Your Way is a unique program. It's all
up to them and wherever their imagination takes them. We just kind of lead
them in the right direction. For more info: www.espnplayyourway.com.
FlagHouse CATCH Program (Coordinated Approach To Child Health) is
a Coordinated School Health Program designed to promote physical
activity, healthy food choices, and prevent tobacco use in elementary
school-aged children. CATCH Program has proved that establishing
healthy habits in childhood can promote behavior changes that carry into
adulthood. FlagHouse, Inc., the publisher of the CATCH curriculum, is
extremely proud to partner with the President's Challenge, and to
incorporate the Presidential Active Lifestyle Award into the CATCH
Program. Info: http://www.catch-works.com or http://www.catchtexas.org.
President’s Challenge Partners
General Mills Challenge Schools. The President's Council on Physical
Fitness and Sports (PCPFS) and the General Mills Foundation are pleased to
announce a new opportunity for Action for Healthy Kids state coordinators to
encourage low socio-economic status schools (SES) to participate in the
President's Challenge Physical Activity and Fitness Awards Program and be
recognized as "The General Mills' Challenge Schools." To learn more:
www.presidentschallenge.org.
General Mills Champion Grants is a comprehensive program designed to
instill good nutrition and fitness habits among our nation’s youth. The intention
is to build local connections and, most importantly, to help instill good, healthy
lifestyle habits that will last a lifetime for America’s kids. Over the past 3 years,
GMC has awarded over $1,000,000 in grants to schools and community
organizations ACROSS THE COUNTRY that foster programs to encourage
youth nutrition and fitness. At the end of the six-week program, participating
students are recognized with badges and certificates for completing 60 minutes
of physical activity a day for five days each week. More info:
www.generalmills.com/foundation.
Gopher launched the Active and Healthy SchoolsTM Program with the
President's Challenge. This Program is designed to help schools across the
nation develop and implement comprehensive Wellness Policies that truly
improve the health of America's youth. The first element of the Program will be
the release of the Active and Healthy SchoolsTM Checklist which offers
innovative ideas for how schools can enable high-quality physical activity for
students throughout the day, and create an environment that teaches and
encourages students to enjoy a lifetime of nutritious eating. Students will be
able to track their physical activity through the free interactive at
http://www.presidentschallenge.org. Visit http://www.gophersport.com .
The Harlem Globetrotters have teamed up with the President's Challenge
and the U.S. Department of Education to promote healthy and fit lifestyles
through physical activity and character education. With the CHEER Challenge
the Globetrotters are encouraging students to be physically active for at least
60 minutes every day and will encourage them to earn the Presidential Active
Lifestyle Award.
Visit: http://www.harlemglobetrotters.com.
President’s Challenge Partners
Home Depot Building Better Health (BBH) Worksite Wellness Program is
utilizing the President's Challenge Awards Program to demonstrate a core
company value: to take care of its associates. Home Depot is also supporting
2000 Olympic gold medalist and Home Depot associate, Derek Parra. Building
Better Health's goal is to make every associate aware of the Challenge and
lead them to a more active and healthy lifestyle to look and feel their best.
Each site's Wellness Rep marks off a mile long strip in or around the store and
promotes it as the "Home Depot Gold Medal Mile." Associates are encouraged
to walk the mile to "warm up to work" and track it on their Challenge log sheet.
Having this track is one of the requirements for a location to be recognized
internally as a "Gold Medal Worksite." BBH encourages all associates to
increase their physical activity by promoting the program in activity kits, the
intranet, on TV slides in all Home Depot stores, and in the company
newspaper, "Doings at the Depot."
In ‘04 approximately 24,000 Home Depot employees received Presidential
recognition through this program.
L & T Health and Fitness (L&T) is an established national provider of
award-winning, cost-effective fitness and health promotion programs. L&T
has been helping companies lower health care costs, improve moral and
maximize performance. L&T also offers a variety of programs that promote
healthy & safe lifestyles, behavior modification, personal resilience, and an
overall sense of well-being. These services cater to the client's needs and
interests and include health education seminars, weight management,
health risk appraisals; blood pressure, body composition, cholesterol, PSA
and osteoporosis screenings; resting metabolic rate (RMR) measurement,
and fun, interactive and educational health fairs. L&T has incorporated the
President's Challenge as part of its incentive and motivational programming
to encourage long-term participation in health and fitness endeavors. L&T
fitness/wellness center members are using the Active Lifestyle program to
log their activity, track their progress and challenge themselves to reach
new health and fitness goals. For more information please visit
http://www.ltwell.com.
President’s Challenge Partners
Packy Play Fair is dedicated to expanding the message of sportsmanship
and fair play through the development of fun board games, hip merchandise,
youth sportswear, interactive computer games and lessons taught by their
mascot, Packy PlayFairT. Their vision is to make fair play and good behavior as
fundamental to raising successful members of society as the three R's
"Reading, 'Riting and 'Rithmetic." Packy PlayFairT is proud to partner with the
President's Challenge to encourage youth to Follow the rules, Always try your
best, Include everyone, and Respect your opponent. Visit:
http://www.packyplayfair.com.
Pitney Bowes(PB) teamed up with the President's Challenge in ‘04 to offer
"Get Movin PB National". As part of the Pitney Bowes Health Care University
this program offered PB employees the opportunity to earn the Presidential
Active Lifestyle Award (PALA) for being physically active on a regular basis. A
special web portal was developed where employees could register for the
Challenge and be automatically recognized as a PB employee. Visit
http://pitneybowes.presidentschallenge.org.
Powergrid Fitness Challenge is a national campaign to introduce
Americans to a novel technology that allows people to get exercise while they
play their favorite video games. Powergrid Fitness has developed innovative
technology that requires the use of large muscle groups to control the onscreen action in your favorite video games. The PCPFS offers awards to
American's that have successfully adopted active lifestyles through the
Presidential Active Lifestyle Award and Presidential Champion programs of
the President's Challenge. Now, with Powergrid Fitness's innovative award
winning Kilowatt and Exer-station game controllers, American's can play
video games to help meet their daily activity goals and earn these awards.
For more information please visit http://www.powergridfitness.com.
President’s Challenge Partners
Quick Fit Products, LLC and their partnership with President’s Council is
dedicated to helping inactive people realize the overall health benefits of
exercise through an easy, daily 15-minute exercise program. Our Quick Fit
program of aerobic activity, strengthening exercises and stretching can be
done at home or at work, and is designed to get people moving toward a
healthier life. This exercise program is demonstrated in seminars by the
author, Rick Bradley, in his book and on his DVD. It is simple and safe and
can be done by people of all ages.The Presidential Active Lifestyle Award
(PALA) program provides Quick Fit exercisers with the ability to track their
progress and receive recognition when they reach their physical activity
goals. Please visit: http://www.tryquickfit.com.
Scooby Snacks "Get out and Doo" President's Challenge. Scooby
Snacks is encouraging all Americans to earn the Presidential Active
Lifestyle Award by getting out and being active because staying active with
your dog has never been more fun or rewarding.
Please visit: http://www.rogsruvem.com.
Stephanie Oakes has dedicated her life to thousands especially busy
moms who want to fit fitness into their already hectic lifestyles. She
focuses on how to recover physical fitness after pregnancy, how to plan
an exercise regime while traveling away from home on business or
pleasure, or reporting on the benefits of kids and exercise - to name a few.
Please visit http://www.stephanieoakes.com.
The Sportline® Steps Across America (SSAA). Presented by
TracFone® and WalMart®, a team of 12 walkers are making a coast-tocoast journey across the country. As part of this journey the walkers will
be visiting local communities and WalMart® stores along the way while
spreading the word about all the benefits of walking. SSAA encourages all
Americans to take the President's Challenge and earn a Presidential
Active Lifestyle Award. Please visit http://www.stepsacross.com.
President’s Challenge Partners
THERA-BAND® The First Step to Active Health provides an
evidence-based, progressive physical activity program for older adults. The
goal of the program is to improve health and functional ability, to promote
independence, and to help prevent chronic disease and disability in adults
over age 50. The program includes a step-by-step approach to improve
physical abilities with a variety of simple activities, including cardio/aerobic,
flexibility, strength, and balance activities. By providing motivational awards
and activity logs, The Presidents Challenge is an important Educational
Partner in the Active Aging Toolkit and First Step to Active Health.Please
visit http://www.FirstSteptoActiveHealth.com.
Cartoon Network's GET ANIMATED Tour is a pro-social, pro-lifestyle
interactive program designed to motivate, energize and educate kids ages
6-11 about healthy living choices through the power of Cartoon Network's
top shows, characters and brands. At each stop of the GET ANIMATED
Tour, kids have the opportunity to engage in fun physical activities that
promote the message of keeping in shape. Participating kids in each Cox
market are given a Fitness Passport, which allows them to keep track of
physical activity goals they reach over a 6 week period as they work toward
earning a Presidential Active Lifestyle Award (PALA), a feature of the
Council's President's Challenge. Please visit www.GetAnimated.com.
Total Golf Adventures (TGA)is a national golf program that is the only atschool, after-school, golf enrichment program in the country and a leading
initiative to grow junior golf. TGA's program, available for children in grades
K-8, works to develop a child's passion for the game of golf through a
curriculum that expands and improves their motor skills and coordination,
encourages their advancement, and builds their confidence and self-esteem.
TGA has partnered with the President's Council on Physical Fitness to
encourage kids to get healthy and physically fit through golf. Children who
play golf will have the benefits of stretching their muscles, developing muscle
memory and gaining aerobic exercise by walking a course. Golf also
develops mental skills and life values such as sportsmanship, respect,
commitment, and honesty.
Please visit http://www.totalgolfadventures.com.
President’s Challenge Partners
Trek Bicycle Corporation has been an important contributor and
supporter of the President's Challenge program and the Website - creating
a special cycling section on the Web site, developing the Get It In Gear
program. Trek served as a pilot program and having over 800 employees
take part in the Active Lifestyle and Presidential Champions programs.
Visit www.trekbikes.com.
Greater Washington Board of Trade - Wellness Works
is a regional, business-led fitness campaign offered by the Greater
Washington Board of Trade. This program encourages employees to
engage in 30 minutes of physical activity, five days a week for six weeks.
Using the President's Challenge website to track their physical activity
employees will be eligible to earn the Presidential Active Lifestyle Award.
Because healthier employees miss fewer work days, are more productive,
and consume less medical care, the Board of Trade believes that good
health is good business. Please visit http://www.botwellnessworks.org and
www.botwellnessworks.org for more information about this initiative.
VCycling's Virtual Challenge is supporting the President's Challenge
with their incentive program called VCycling's Virtual Challenge. VCycling
encourages everyone from school-age children to Senior Citizens to
participate in this challenge. Participants will log their sessions each time
they ride in an effort to obtain a goal of 100 hours. When this goal is
reached, they will receive a special Presidential Champions Gold Award.
VCycling will also post the winner of these awards on their web site giving
encouragement to others to Pedal For the Gold!
Please visit: http://www.vcycling.com.
President’s Challenge Partners
Bally’s (‘04) The "Fitness Runs in the Family" program was created to
encourage Americans to take the President's Challenge and work towards the
Presidential Active Lifestyle Award (PALA). With 64% of Americans
considered overweight or obese, this program offered exciting fitness
alternatives to current sedentary routines many American families find
themselves in. On the final day, those individuals that have finished the six
week challenge could simply print out a copy of their activity log and take it to
their Bally Total Fitness Center to receive their certificate of completion for the
Presidential Active Lifestyle Award (PALA).
During the 6-week period of "Family Fitness Days", parents and children were
able to work out for free during the week with fitness professionals on hand to
offer assistance. Classes for children 8+ years were available on weekends
to create a fun and active experience for kids. Hip-hop dance and boot camp
classes were held each weekend to offer kids a high energy workout that was
more intense and exciting than a gym class. They heard their favorite music
and learned new dance moves and exercises that kept them moving to the
beat and got them off the couch when they returned home.
Got Milk? Get Fit! (‘04) . The got milk? 3v3 Soccer Shootout teamed up
with the President’s Challenge to help teach kids and teens about the
importance of living a healthy, active lifestyle. The key is a balance of
physical activity and smart nutrition choices to ensure an all-around healthy
way of life. At select got milk? 3v3 Soccer Shootout tournament events
throughout the country, kids of all ages took part in fitness activities based
on the President’s Challenge. Participants received a Passport to Healthy
Living, and those who completed all activities received a blue ribbon in
recognition of their accomplishment.
To learn more about the got milk? 3v3 Soccer Shootout and the many
benefits of drinking milk visit www.whymilk.com.
President’s Challenge Partners
Motorola Marathon, Inc (‘04) an annual charity event in Austin, Texas,
offers registrants a chance to run for charity in February each year. All
proceeds go to the United Way, Capital Area. Motorola will matches up to
$100,000 of contributions to the United Way through registrations to the
Motorola Marathon. Visit: www.motorolamarathon.com.
ActivTrax (‘03) is a web-based application delivering personalized
workouts to Fitness Club members at their club location. The company was
founded on the belief that while personal training is not an option for
everyone, personalized attention is. ActivTrax offers an innovative blend of
technology and years of personal training experience to create customized,
ever-changing workouts to keep club members motivated and on the path
to the results they seek. ActivTrax was specifically designed to assist
people in forming permanent exercise habits. Visit www.activtrax.com.
Pepsi-Cola Company (‘03) Walk, Run, Fit, Fun: Take the Pedometer
Challenge was an educational program created by lifetime Learning
Systems, Inc., a division of Weekly Reader, in cooperation with Pepsi.
This program was developed to encourage middle school-age students
and their parents to become physically active and provides pedometers
to monitor their efforts. The program contained 100 pedometers for a
school and a poster guide with lessons to supplement the physical
fitness/health curriculum. Students were encouraged to keep moving
and earn the Presidential Active Lifestyle Award (PALA) provided by
Pepsi.
Visit www.pepsi.com and www.getactivestayactive.com.
President’s Challenge Partners
Shape Your Life (‘03) is setting a new gold standard for fitness with its
spiritually-based program where fitness isn't simply about the shape of
your body; it's about the shape of your life. Shape Your Life collaborated
with the President's Challenge program to integrate Shape Your Life's 7
elements of holistic fitness (exercise, nutrition/diet, body image, sleep {all
modes of rest, relaxation and meditation}, work, spirituality, and emotional
well-being) with the President's Challenge interactive website. Developing
cutting edge strategies to motivate Americans to adopt and maintain an
active and fit lifestyle is essential in such times when life's pace is fast,
stress is high and the need for finding balance and inner calm has never
been greater. Additionally, Shape Your Life brought the pages of Weider
Publications, LLC women's magazines to life through intensive 2-7 day
programs at destination resorts such as Red Mountain Spa in St. George,
Utah; 1-day events throughout the country; and other services and
products designed to help you "create the life you really want to live!” Visit
www.shape.com or contact Kathy Soverow, M.S., M.Ed, Executive
Director, [email protected].
Wheaties (‘03-’04) collaborated with the President's Challenge to
recognize the State Champion schools for the ‘02-’03 and ‘03-’04 school
years. Schools that received State Champion status received a State
Champion Physical Fitness prize kit containing a large banner to hang in
the school and a variety of athletic equipment. In addition, these State
Champion schools were eligible to make a poster showing how the
students of that school achieved State Champion status. The artwork was
used as the backdrop for a school banner sent to the 2003-2004 State
Champions. 3 schools' posters, one representing each of the State
Champion categories, was selected as a winner and received $5,000
grants to go towards the physical education departments of each school.
Visit www.wheaties.com or
http://www.presidentschallenge.org/educators/school_recognition/state_ch
amps.aspx
Nickelodeon GAS (Games And Sports)
Nickelodeon GAS is a part of MTV Networks' Digital Suite and is a celebration of the way
kids play, from board games to video games, from backyard play to extreme sports. GAS
is fueled with shows that challenge, motivate and energize kids ages 6-11.
In lieu of commercials, Nick GAS airs interstitial segments, some of which were
produced at Nickelodeon Studios in Orlando, Florida. The studio segments often include
competitions between families, or interviews with athletes and other celebrities.
For an interactive list of all programs:
http://en.wikipedia.org/wiki/Nick_GAS#List_of_programs_broadcast_by_Nickelodeon_G
AS
Executives:
Cyma Zarghami President, Nickelodeon (responsible for GAS)
www.gas.nick.com
Healthy Kids Challenge
(as seen in Cooking Light)
Healthy Kids Challenge is a nationally recognized program offering a multi-level
approach of assistance to schools, programs, and communities to create healthy eating
and physical activity opportunities EVERYWHERE kids live, learn, work and play…
A- Appealing and fun
W- Welcome and inviting
E- Easy and simple
We call this AWE-some C.H.A.N.G.E.!
C-Connect H-Health A-And N-Needs G-Get E-Excited!
All “KidLinks” -Anyone who has the potential to impact eating and activity choices for
kids, including: teachers, school board, families, community partners, grocers, media,
community kids programs leaders, coaches, and kids themselves.
Ideas, assistance, workshops, and written materials fit any need. Choose from simple,
fun ideas for healthy eating and physical activity messages to comprehensive school,
community, county, or statewide programs.
Hot links:
• Workshops, Trainings, and Presentations• Consulting to Help Guide Solutions for Healthy Change
• Materials - Written materials range from ideas to detailed
“how
to” manuals for building health initiatives that last!
• Take The Challenge Program - Guidance for schools and
programs to develop a team approach that stimulates and
helps
improve eating and physical activity habits.
www.healthykidschallenge.com
Dole 5-A-Day supermarket tours
This highly successful program, already implemented by thousands of supermarkets,
is designed to bring elementary students into the supermarket produce department to
learn about fruits and vegetables in a fun and memorable way. Tours encourage kids
and their parents to buy and consume more fruits and vegetables, make 5 A Day
come alive in your store and generate positive community relations by partnering with
local elementary schools. Everything a retailer needs to implement the program is
included in Dole’s 5 A Day Supermarket Tours: A Guide for Retailers. 5 A Day
educational materials for kids are available for purchase from Dole. Assistance
identifying elementary school teachers who are focusing on 5 A Day in their
classrooms and may be interested in tours can also be provided.
online video
Getting Started: Implementing 5 A Day Tour:
1.Establishing a Store Team
2.Sending Invitation Letters to Schools
3.Reviewing Content of Tour Activities 1-5
4.Role Playing
5.Printing Student Activity Sheets
6.Deciding on Fruits and Vegetables to Sample
7.Discussing Concerns about Doing Tours
Educational Materials to Support 5 A Day Tours
1.Fun with Fruits & Vegetables Kids Cookbook
2.How'd You Do Your 5 Today? Chart
3.Jammin’ 5 A Day Music
4.5 A Day Adventures CD-ROM
http://www.dole5aday.com/
Publicity Opportunities:
1. Press Releases, Media Alerts
2. Inviting TV and Newspapers
3. Benefits of Media Publicity
PE4life
PE4life inspires active, healthy living by
advancing the development of quality, daily
physical education programs for all children.
Events: National PE Day
PE4life, SGMA and partners held the 6th Annual National PE Day in Washington, D.C.
May 2-3, 2006. The eve of National PE Day, attend the PE4life Annual Awards Gala and
Benefit Dinner.
Each May, PE4life and SGMA bring together champion celebrity athletes, physical
education advocates and leaders from the corporate, healthcare, government and
education sectors to celebrate achievements and honor the accomplishments of
individuals and organizations committed to physical education and healthy lifestyles for
children.
Program:
May 2
4:30 - 6:00 p.m. PE4life Academy exhibit open for all guests
6:00 p.m. Cocktail Reception/Silent Auction
7:00 p.m. PE4Life Benefit Dinner and Awards Ceremony
8:30 p.m. Champagne Reception/Silent Auction
May 3
7:30 a.m. Breakfast Briefing Session, Marriott at Metro Center
10:00 a.m.-5:00 p.m. Congressional Meetings, Capitol Hill
4:00 p.m.-6:00 p.m. Celebration Reception, SGMA Offices
http://pe4life.com/
Milk Matters
Milk Matters is a public health education
campaign to promote calcium
consumption among tweens and teens,
especially during the ages of 11 to 15, a
time of critical bone growth.
http://www.nichd.nih.gov/milk/milk.cfm
questioneverything.com
A resource for weightloss with an interesting online “play” page.
http://www.questioneverything.com/Default.aspx
Kellogg Earn Your Stripes
Kellogg Earn Your Stripes program is designed to raise kids' awareness about the
importance of keeping fit, staying active and working hard to achieve their goals.
The online website is a high energy, flash gaming site that offers energized play for kids
sitting at the computer to get them motivated.
In 2005, Kellogg's Frosted Flakes announced its sponsorship of six U.S. Olympic
athletes in Torino, Italy
http://www.kelloggs.co.uk/frosties/
VERB
VERB™ It’s what you do. is a national, multicultural, social marketing campaign*
coordinated by the U.S. Department of Health and Human Services’ Centers for Disease
Control and Prevention (CDC).
The VERB campaign encourages young people ages 9–13 (tweens) years to be physically
active every day. The campaign combines paid advertising, marketing strategies, and
partnership efforts to reach the distinct audiences of tweens and adults/influencers.
Goals:
• Increase knowledge and improve attitudes and beliefs about tweens’ regular
participation in physical activity.
• Increase parental and influencer support and encouragement of tweens’ participation in
physical activity.
• Heighten awareness of options and opportunities for tween participation in physical
activity.
• Facilitate opportunities for tweens to participate in regular physical activity.
• Increase and maintain the number of tweens who regularly participate in physical
activity.
http://www.cdc.gov/youthcampaign/
VERB programs
VERB YELLOWBALL
Get tweens moving with this action-packed promotional
program for schools and community organizations that
offers special rewards and recognition for being physically
active. You can tailor VERB YELLOWBALL to fit your
organization’s needs and customize it to add your own
ideas, too. Kaleidoscope Educational Support Group will
award mini-grants to schools and community organizations
to support physical activity programs. Grant applications
are due June 1, 2006 for schools, and July 15, 2006 for
community organizations
Download YELLOWBALL Materials for:
• Community Organizations
• Schools
See all VERB programs at:
http://www.cdc.gov/youthcampaign/materials/tweens/index.htm
VERB advertising
VERB commercials air on age-appropriate television and radio channels:
• Cartoon Network
• Nickelodeon
• The WB
• ABC Saturday Morning Disney (including Radio Disney)
• Telemundo
• BET
Print advertising is placed in youth and parent publications:
• Sports Illustrated for Kids
• TIME for Kids
• Teen People
• Seventeen
• Family Circle
• Parent Magazine
• Ebony
• Indian Country Today
Spanish and Asian in-language advertising and advertorials:
• Korea Times
• World Journal
• Los Padres
An inventory of current VERB advertising is available from:
http://www.cdc.gov/youthcampaign/advertising/index.htm
VERB media and partnerships
VERB’s media partners:
•
•
•
•
•
The WB’s Gilmore Girls and 7th Heaven
Disney’s Kim Possible
Cartoon Network’s Courage the Cowardly Dog
The WB produced VERB PSAs featuring Reba McEntire
CBS produced VERB PSAs featuring Deion Sanders
VERB sponsorship:
• Nickelodeon’s Wild and Crazy Kids Show
• Sports Illustrated for Kids’ Road Show
• Teen People’s Break for the Beach
VERB’s corporate partnerships:
•
•
•
•
•
National Football League
National Hockey League
Major League Soccer
Women’s Tennis Association
In partnership with AOL, VERB has created http://www.VERBnow.com
School Nutrition Association
The School Nutrition Association (SNA) is the
only professional association dedicated solely
to the support and well being of school nutrition
professionals in advancing good nutrition for all
children. Since 1946, SNA has been advancing
the availability and quality of school nutrition
programs as integral part of a student’s
education. With its 52 affiliates, SNA is
dedicated to your success and the success of
your school district’s nutrition program and to
the health and wellness of America’s school
children.
http://www.schoolnutrition.org/Index.aspx?ID=1119
Kid Fitness TV
Founded in 2003 by the “World's Best Trainer” (Met-rx 1999) Paul Neville, Kid Fitness is
dedicated in combating childhood obesity and promoting healthy lifestyles and educational
themes for today's kids through song, dance, and games.
Kid Fitness is the most progressive and proven children's fitness national television show
to ever hit the market. With over 20 years of fitness and healthy lifestyle experience Kid
Fitness is quickly becoming the market leader in providing a healthier and more active
lifestyle for children of all ages.
http://www.kidfitnesstv.com/home.html
Kid Fitness is dedicated to
parents who wish for a healthier
lifestyle for children. Their main
goal from day one has been to
educate, entertain, and get
children moving by mimicking
animals exercising. Children
are delighted to exercise with
Kid Fitness and his animal
friends.
Contact:
Melisa Richter
416-652-5592
[email protected]
FitTV
http://fittv.discovery.com/
Appendix
what’s packing on the pounds?
Childhood obesity only has a few major causes:
• Media
►
►
►
Inactivity results from today’s children spending much more time watching
television, using computers and playing video games.
The typical child is exposed to 40,000 candy, cereal, soda and fast-food ads
per year
Exposure to calculated food marketing campaigns determines the kinds of
food kids pick out or request at the grocery store
 Pre-schoolers were more apt to choose broccoli over chocolate when
the vegetable had a picture of Elmo on it (Atkins Foundation Study,
2005)
• Drinking soda and juice instead of water
►
For every soft drink or sugar-sweetened beverage a child drinks each day
their obesity risk jumps 60%!
• Eating sugar, bread, cereal and other grains
►
Children’s cereals are mostly sugar and can easily be traded for more
healthy options
• Ethnic variables
►
Black and Hispanic youngsters are more likely to live in poor neighborhoods
where outdoor exercise may be unsafe and where the quickest, easiest
foods may not be the most nutritious.
• Lack of parental awareness/involvement
►
Source: Mercola
Honey, we’re killing the kids! Only 3% of parents of severely obese children
considered their child overweight.
the BIG FAT truth
Being overweight or obese increases the risk of many health conditions, including:
•
•
•
•
•
•
•
Hypertension
Type 2 diabetes
Coronary heart disease
Stroke
Gallbladder disease
Osteoarthritis
Sleep apnea and respiratory
problems
• Some cancers (endometrial, breast,
and colon)
Today’s children are at risk for living fewer
years due to the tripled obesity rate.
Source: Center for Disease Control and Prevention
the BIG FAT impact
Overweight and obese children experience social stigmatization and discrimination.
• Insecure children grow into insecure adults
• Insecure children can react very negatively to their unsupportive peers in many
different ways including but not limited to withdrawal, rebellion, and suicidal
tendencies
What if nothing changes?
• Children who don’t respect nor care for their health today will very rarely change
their perspectives on healthy living for the future
• If children continue to lack the proper attitude in approaching life and others, it will
result in disorganization and eventual incohesiveness in life and the workforce
• Ultimately, the world will be a less productive and efficient place to work and live
Why should we take action?
• When children learn to respect themselves, especially their health, they will then
•
•
•
•
understand what it takes to respect others
Children who are in control and aware of their health today will ultimately approach
their adulthood and their own children with the same attitude
Healthy attitudes from children will result in a workforce that is more organized and
well-thought out
► economical growth
Healthy children today translates to fewer health issues, fewer visits to the doctor
and less stress on parents
Keep health insurance premiums manageable