Childhood Obesity

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HHS, Ad Council Partner with Warner Bros. to Launch Childhood Overweight and Obesity Prevention Public Service Announcements

The U.S. Department of Health and Human Services (HHS) and the Ad Council have joined with Warner Bros. Pictures to launch a series of public service announcements (PSAs) that feature characters and scenes from the upcoming “Where the Wild Things Are” movie encouraging children and families to lead healthy lives, Advertising Age reports. The PSAs, which are a continuation of the Childhood Overweight and Obesity Prevention campaign launched in 2005 by HHS and the Ad Council, were created pro bono by Warner Bros. The multimedia effort includes television, radio, print, outdoor and Internet advertisements that feature Max, the star of the film, playing in the wild with various creatures from the film. The advertisements encourage children to find time to play every day and promote the benefits of regular physical activity using the message “The Wild is out there; did you play today?” The various PSAs urge families to visit www.smallstep.gov for play ideas and other information on physical activity and healthy eating. The PSAs will appear in advertising time and space donated by the media, adding to the more than $179 million in donated media support the campaign has already received. Peggy Conlon, president and CEO of the Ad Council, has said that “the film’s beloved characters will encourage children throughout the country to become more active and reduce their risk for obesity” (Egolf, Advertising Age, 9/10/09; HHS release, 9/10/09). (Editor’s Note: The Ad Council is an RWJF grantee; however the campaign discussed in this article was not funded by the Foundation.)

Childhood Obesity news digest

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