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U.S. Department of Health & Human Services Partners with Ad Council and DreamWorks to Combat Childhood Obesity
PSAs featuring Shrek characters urge kids to "Be a Player. Get up and play an hour a day."
WASHINGTON, D.C., February 1, 2007 / PRNewswire / â The U.S. Department of Health and Human Services (HHS) and the Ad Council joined with DreamWorks Animation SKG today to launch a new series of public service advertisements (PSAs) designed to help address childhood obesity. Featuring characters from the movie Shrek, the PSAs are an extension of HHS' ongoing "Small Step" Childhood Obesity Prevention campaign, which encourages children and families to lead healthy lifestyles. HHS Secretary Mike Leavitt unveiled the ads at a press conference in Washington, D.C. this morning.
The new PSAs, using the slogan "Be a Player: Get up and play an hour a day," urge all children to engage in physical activity. The PSAs will complement the current "Can your food do that?" PSAs which promote the benefits of eating healthy foods. Created pro bono by ad agency GSD&M, the ads include television, outdoor ads and web banners, which direct children and families to visit HHS's newly redesigned website, www.HealthierUS.gov, for suggestions on a healthier lifestyle. The Cannery, a west coast online development firm, created the new homepage, along with a kid's website at www.smallstep.gov, which includes games and activities to support the new PSAs.
"We are pleased to collaborate with DreamWorks Animation SKG to address childhood obesity and possibly thwart the onset of chronic disease," said HHS Secretary Mike Leavitt. "I hope to find innovative ways to work as partners with many other companies in creating a culture of wellness. I am a strong supporter of the President's HealthierUS initiative and encourage all Americans to be physically active every day; eat a nutritious diet; get their preventive screenings; and make healthy choices."
According to HHS' Centers for Disease Control and Prevention, the percentage of young people who are overweight has more than tripled since 1980. More than 10 million school age children in Americaâ18 percent are considered overweight. In addition to the psychological and social issues of stigmatization, overweight children are at far greater risk of growing into adults who have cardiovascular disease, Type 2 diabetes, and other chronic diseases that may reduce the length and quality of their lives.
During the event, Secretary Leavitt announced campaign support from member companies of the Ad Council's Coalition for Healthy Children. The Coalition was initiated in 2005 to help combat childhood obesity by developing consistent, research-based messaging for marketers, media, government agencies, non-profits, academics and the private sector. The Robert Wood Johnson Foundation provided support for the Ad Council's research and development of these health messages, which will ultimately be disseminated to the public by Coalition member organizations such as PepsiCo, General Mills, Kraft Foods, Kellogg, Coca-Cola, SUBWAY, McDonald's, American Heart Association, Girls Scouts of the USA, Shaping America's Health, Nickelodeon, Cartoon Network and Univision Communications.
During 2007 and 2008, the Coalition will provide messaging and creative material for its members to utilize in their own communications, including an online presence across major marketers, non-profits and government agency websites, in-store and on-pack promotions sponsored by advertisers and significant media commitments. These materials will support the work of HHS and extend the "Be a Player" message, some of which will reach consumers in the first quarter of 2007. Further details regarding Coalition member support can be found in the accompanying quotes from organization spokespersons.
"Despite all of the emphasis focused on childhood obesity in our country during the last several years, many children and families are still not making the necessary changes to lead healthy lifestyles," said Ad Council President and CEO Peggy Conlon. "We are delighted to continue our partnership with HHS with this new series of PSAs that are both motivating and entertaining for children. I am confident that this work, combined with the wonderful efforts of our Coalition, will have a significant impact on this epidemic."
Using the Ad Council's model, all of the PSAs will run and air in advertising time and space that is donated by the media. Several media companies have made commitments to donate time and space to support the PSAs. These media companies include Nickelodeon, Outdoor Advertising Association of America, Turner Broadcasting System, Univision Communications, Discovery Communications, Azteca America, Comcast Spotlight and Cox Communications.
"DreamWorks Animation is pleased to support HHS and the Ad Council on this important initiative," said company chairman Roger Enrico. "We can think of nothing more important than the well-being of our children. It's a delight for us to be able to share Shrek, Donkey and other great movie characters to help encourage kids to play and be active."
"We were honored to be asked to help with this campaign with some new partners and DreamWorks," added Roy Spence, president and founder of GSD&M. "Using Shrek and all the wonderful characters in this creative collaboration was the perfect way to show children why it's important to get out and play."
In addition to the new Shrek creative, the Ad Council and HHS are continuing their Small Step Obesity Prevention PSAs with new work (television, radio, outdoor, Web) expected to launch in April 2007. In an effort to further the reach of these ads and generate excitement among youth, HHS will partner with YouTube for an online video contest beginning in Spring 2007 that will encourage participants to submit videos based on the Small Step content.
The Obesity Prevention campaign launched in March 2004, targeting adults, and focuses on the power of small steps taken regularly. The campaign expanded its target to children in the fall of 2005 and currently aims to encourage all children and families to lead healthy lifestyles. Since the campaign launch, the PSAs have received more than $270 million in total donated media support. Additionally, the campaign website, www.smallstep.gov, attracted an average of 190,000 visits per month during 2006.
For more information about the Childhood Obesity Prevention campaign, and to learn how kids and adults can lead a healthier lifestyle, log onto www.HealthierUS.gov.
Details Unveiled Today
Orlando, Fla. Rising up in Orlando is a whimsical, one of a kind water park only SeaWorld could create Aquatica. Opening March 2008, Aquatica blends up close animal experiences, waters from serene to extreme, high speed thrills and wide, sandy beaches.
SeaWorld is famous for immersing guests in the mystery of the sea and its animals, said Jim Atchison, executive vice president and general manager of SeaWorld Orlando. Aquatica takes this immersion to a new level, inviting guests to play in, over, and under the water itself.
Setting foot into Aquatica, guests immediately experience the vastness of nearly 60 acres of lush landscape inspired by the vivid color, stunning flora and carefree personality of the South Sea Islands. Reminiscent of the rugged beauty of New Zealand, Australia and New Guinea, the landscape of Aquatica is striking. Crystal blue rivers wind through hidden grottos and refreshing waterfalls, while rich greenery and bright flowers adorn towering rock formations.
Peeking through this verdant landscape, brightly colored, quirky buildings topped with swooping, pitched roofs create an uplifting, carefree setting. Colorful, whimsical animals derivative patterns from New Zealand's Maori culture adorn carved totem poles and interactive fountains.
Live animals from lands all over the world including Commersons dolphins, brilliant macaws and colorful fish bring to life the park's playful, high energy nature.
Aquatica features the most thrilling water rides in the world with 36 water slides, six rivers and lagoons, and more than 80,000 square feet of beach area. Designed in a way that could only be done by SeaWorld, these distinct attractions will zoom, float and splash guests through amazing animal habitats and undersea adventures.
The parks signature attraction plunges riders in clear tubes through a crystal-blue lagoon with black-and-white Commersons dolphins. Guests feel as if they are flying beneath the sea among these beautiful animals. While similar in coloration to SeaWorlds icon, Shamu, these dolphins are also distinctly different. In addition to being much smaller, they are also fast, agile swimmers making them the perfect inhabitants for this lively park.
Aquaticas attractions offer equal emphasis on high energy thrill rides and immersive swimming experiences. A colorful mix of racing tunnels, raft rides and rivers offer crashing surf and high speed thrills, while pools, lagoons and lazy rivers invite guests to enjoy slower pace.
Many of the parks attractions even offer dual experiences within the same ride. Two immense wave lagoons create the world's only side by side wave pools that can be operated independently or together. Though side by side, each lagoon offers a very different experience one with crashing waves and 5 foot swells, the other with a gently rolling surf. Nine different wave patterns can be created throughout the two pools, with the ability to generate one immense wave, or even dueling waves.
Winding rivers throughout Aquatica also offer two different journeys from serene to extreme. One river carries guests through gentle waterfalls, past exotic birds and into an undersea grotto with thousands of colorful fish. An adjacent river offers pure thrill, jetting riders through rolling rapids, rushing geysers and racing waters.
Colorful eight lane racing slides, triple drop raft rides, double inner tubes, and a 6 story family ride round out the mix of thrills.
Even the littlest swimmers will enjoy one of a kind attractions at Aquatica. One of the worlds largest interactive water play areas includes a colorful rain fortress that towers 60 feet above a 15,000 square foot pool. The entire family can zoom together on slides and blast water cannons. In a separate childrens pool, even those Aquatica guests not old enough to walk can still slide down tubes with Mom and Dad in specially built rafts.
Plenty of wide, sand beaches, refreshing lagoons and cool shade from towering oaks and exotic trees create the ultimate water park for guest comfort. Personal cabanas dot the shoreline for those who desire a private retreat. The entire park is designed to limit wait times and provide easy access to rides, attractions and even restaurants. Those who don't want to leave the comfort of their lounge chair can even enjoy beachside waiter service. All of this allows more time for carefree family fun.
Aquatica will be the natural complement to a full days adventure at SeaWorld Orlando, and create a trio of SeaWorld parks in Central Florida that collectively provide experiences found nowhere else in the world.
In a destination famous for immersing families in fun, the SeaWorld parks offer the ultimate in family togetherness, connecting guests to the sea and with each other in three immersive, interactive, but very different, ways, said Joe Couceiro, corporate vice president of marketing.
Guests are amazed by the wonders of the sea at SeaWorld. They can then visit Aquatica to indulge in the playfulness of the sea, as they zoom, float and splash through amazing animal habitats. For the ultimate in immersion, the companys Discovery Cove park offers a completely different experience an exclusive tropical paradise, with limited attendance, where guests have up-close encounters with Atlantic bottlenose dolphins, rays and tropical fish. Whether making wondrous connections, having carefree fun, or enjoying up close animal encounters, the SeaWorld parks offer guests an unmatched Orlando family vacation.
Natural, exotic, untamed, fun SeaWorlds new water park, Aquatica, has an attitude all its own. Offering fun as endless as the sea itself, it's not what you would expect from a water park, unless that park is created by SeaWorld.
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There can only be one king! Triple H returns to throw down with King Booker at Summer Slam 2007. Live on Pay-Per-View, August 26th from Continental Airlines Arena in E. Rutherford, New Jersey.
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