First Lady Marks 'Let's Move' Anniversary
First Lady Michelle Obama has introduced new public-service ads to mark the first anniversary of her "Let's Move" effort. The PSAs, produced in partnership with the U.S. Department of Health and Human Service, the U.S. Department of Agriculture and the Ad Council, offer parents and caregivers information on making healthy food choices and increasing their families' physical activity.
Obama started "Let's Move!" Feb. 9, 2010, to tackle the problem of childhood obesity. The campaign's overall goal is to help the country's youngest children reach adulthood healthier and be able to pursue their dreams.
The work unveiled yesterday consists of three multimedia campaigns targeting the general market, African-Americans and Hispanics. The efforts were created pro bono by Ogilvy & Mather, Burrell Communications and Casanova-Pendrill, respectively.
Each campaign consists of culturally relevant TV, radio, print, outdoor and web PSAs directing audiences to visit www.LetsMove.gov.
In addition to general distribution of the PSAs, NBCUniversal's iVillage will run creative materials from the campaigns as well as tips for healthy eating and physical activity. AOL is donating exclusive space for the PSAs today on its home page and running them across its network.
Members of the Ad Council's Television Steering Committee have also committed to running the PSAs from March 14 through April 4.
Almost one in three children in the U.S. is considered obese, according to HHS' Centers for Disease Control and Prevention. The CDC predicts that one-third of all children born in 2000 or later will get diabetes at some point in their lives, while others will suffer from chronic obesity-related problems such as heart disease, high blood pressure, cancer and asthma. It estimates the health cost of obesity in the U.S. at as high as $147 billion annually.