Kids' Health And Wellness Promoted Through 'Let's Just Play' Campaign

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Nickelodeon and the National Football League are teaming up to promote health and wellness among the nation's kids. In a new partnership, the NFL will become a key supporter of Nickelodeon's "Let's Just Play" campaign, the network's health and wellness initiative.

The partnership will officially kick-off April 29 when new "Workout Like a Pro" vignettes, featuring star NFL athletes such as Dallas Cowboys quarterback Tony Romo, begin airing on Nickelodeon. The interstitials will air within Nickelodeon's Let's Just Play Go Healthy Challenge and on Nickelodeon video- on-demand and iTunes platforms, and will feature the players providing kids with fitness tips. The first "Workout Like a Pro" spot to air will feature Baltimore Ravens safety Ed Reed, and will be included during the season two premiere of the Let's Just Play Go Healthy Challenge on April 29. Additionally, the partnership will include NFL players as spokesmen for the campaign, community outreach through the NFL's Youth Education Town community centers, and select local activations to help drive registration for the Let's Just Play Go Healthy Challenge.

"The NFL's commitment to community and the health and well being of its young fans make them a natural partner for Nickelodeon in the fight against childhood obesity," said Jean Margaret Smith, Senior Vice President of Public Affairs for Nickelodeon. "With this partnership, the network will be able to extend its health and wellness messaging to an even broader reach to families and parents who play a role in helping kids make healthy decisions."

"Raising awareness around the importance of health and wellness to our young fans has been a primary off-the-field focus for us the past few seasons," said NFL Director of Community Ventures Beth Colleton. "Our players know the importance of staying physically active and through this partnership with Nickelodeon they will have an opportunity to continue to encourage children to lead healthier lifestyles."

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NFL players that will participate in the "Let's Just Play" campaign include: Carolina Panthers wide receiver Steve Smith; St. Louis Rams running back Steven Jackson; Baltimore Ravens safety Ed Reed; Dallas Cowboys safety Roy Williams; Dallas Cowboys quarterback Tony Romo; and Kansas City Chiefs tight end Tony Gonzalez.

Additional "Lets Just Play" support will take place in local NFL team markets. Participating teams will promote activity and healthy lifestyles among kids via grassroots events and activities in local communities, and encourage their young fans to sign up for the Go Healthy Challenge.

This year marks the fifth year of Nickelodeon's award-winning, "Let's Just Play" pro-social initiative, which is a multi-media campaign that empowers kids to recapture the spirit and benefits of active play for themselves and their communities. The campaign builds on Nickelodeon's success connecting with kids through all its lines of business including online, magazines and on-air messaging. Nickelodeon's "Let's Just Play" campaign, working with the Alliance for a Healthier Generation, the Boys and Girls Clubs of America and others, reaches millions of young people across the country and promote healthy lifestyles among kids and communities. Over the past three Worldwide Days of Play, Nickelodeon has gone dark to encourage kids to get up, get out and get active, and more than 1 million kids have participated in almost 4,000 events worldwide.

In November 2005, "Let's Just Play" entered into a partnership with the Alliance for a Healthier Generation to combat the spread of childhood obesity. The three organizations combined forces on a comprehensive media and public awareness campaign: the Let's Just Play Go Healthy Challenge. To date, 200,000 kids have pledged to "go healthy" as part of the Go Healthy Challenge.

Nickelodeon has committed more than $30 million and 10 percent of its non- programmed airtime to health and wellness messaging. In addition, over the past 2 years, the network has awarded approximately $2.5 million in grants and through its "Let's Just Play Giveaway" to schools and after-school programs to help provide resources that will create and expand opportunities for physical play.

"Let's Just Play" has been recognized for excellence and achievement by the (add updated award we received) Academy of Television Arts & Sciences' prestigious Governors Award, was a CTPAA Golden Beacon Award Finalist, and has received more than 80 proclamations by both national and local elected officials. The campaign has also been cited by the Kaiser Family Foundation, Institute of Medicine and the Federal Trade Commission, among others, as an example of how media can make a positive impact on kids' lives.

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