US First Lady Michelle Obama will be taking a leading role in a new health campaign by Walt Disney Company aimed at getting children to adopt healthier lifestyles, the entertainment conglomerate has announced.
The multimedia initiative, to be called Disney Magic of Healthy Living, will include stars from the Disney Channel like Nick Jonas and Brenda Song showcasing what the company statement described as "fun, easy ways that healthy living practices can be woven into the fabric of everyday life."
As part of the campaign, Disney will make a one million dollar grant to help build play spaces and gardens in 10 underserved communities nationwide. The Disney initiative is part of the "Let's Move" campaign launched by the US first lady in January this year to push back the epidemic of US childhood obesity within a generation.
Disney embarked on a healthy food initiative in 2006 that aimed to leverage the popularity of its brands by associating with nutritionally balanced foods. These included Disney-branded products in supermarkets, healthy lifestyle themes in its entertainment programming and healthier foods in its theme parks around the world.
Disney's new campaign includes a yearlong series of public service announcements airing on the Disney Channel, Disney XD, Radio Disney, Disney.com and on the ABC television network. The advertisements will also air on the Ad Council's network of 1,700 stations. There would also be two websites focused on healthy living — one for children and one for parents, besides a national essay contest for children. Fifty winners are to spend a weekend at Walt Disney World in Orlando, Flordia.
"I hope through programmes like the Magic of Healthy Living, young people are inspired to take control of their own health, fitness and nutrition and engage their families, schools and communities to do the same," the First Lady said in a statement.
