The Walt Disney Company today launched Disney Magic of Healthy Living — a national multimedia initiative designed to partner with parents in their quest to raise healthy, happy kids. The initiative, which includes public service announcements featuring First Lady Michelle Obama and young Disney stars, builds on the Company’s commitment to a healthier generation of kids begun in 2006 with the announcement of landmark nutritional guidelines associating Disney brands and characters with a more nutritionally balanced range of foods.
Disney Magic of Healthy Living takes that commitment to the next level enlisting many of the Company’s assets and platforms to inspire kids and help reinforce the work of parents. New content showcases fun, easy ways that healthy living practices can be woven into the fabric of everyday life.
“We are very proud to take the next step in our long-term commitment to helping families achieve healthier lifestyles, and are especially gratified to work with the First Lady on the Let’s Move! campaign,” said Disney President and CEO Bob Iger. “The health of our kids is critically important and we are pleased to be doing our part to encourage smart eating and exercise.”
“I am thrilled to join Disney’s Magic of Healthy Living effort and support the work these young people are doing to reach out to their peers and communicate this powerful message,” said First Lady Michelle Obama. “Earlier this year, I launched Let’s Move! with the goal of reducing childhood obesity rates in a generation, and through this Disney program, we are able to carry that goal directly to kids — the key stakeholders in this effort. I hope through programs 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.”
Highlights of Disney Magic of Healthy Living include:
- A year-long series of inspirational television public service announcements featuring Mrs. Obama and Disney Channel stars including Nick Jonas (“JONAS L.A.” and “Camp Rock 2: The Final Jam”) and Brenda Song (“The Suite Life On Deck” and “Pass the Plate”) among others. The PSAs will be presented daily on Disney Channel, Disney XD, Radio Disney and Disney.com. They will also be featured on ABC in addition to being distributed through the Ad Council’s network of 1,700 broadcast, network, and local cable stations for use in donated media.
- Two new web sites from Disney: one to engage and activate kids about healthy living (Disney.com/healthyfun) and another to provide ideas and resources for parents (Family.com/healthymagic).
- A national essay contest calling on kids to write about ideas for living a healthy life at home, at school or in their communities. The contest will open for entries next month and will culminate in a special Disney Magic of Healthy Living — The Weekend event at Walt Disney World Resort for 50 winners from across the U.S. For more information, visit Disney.com/healthyfun.
- A $1 million grant from Disney will help to build play spaces and gardens in 10 underserved communities nationwide. Disney will be working closely with KaBOOM!, a renowned non-profit organization whose vision it is to have a great place to play within walking distance of every child.
“The Magic of Healthy Living is a great example of putting behavioral research into action to inspire children and families to make small, incremental lifestyle changes to improve their health and well-being,” said Dr. James O. Hill, Professor of Pediatrics and Medicine and Director of the Center for Human Nutrition at the University of Colorado. “With this initiative, Disney has shown commitment to the health of our children. And best of all, who better than Disney to make it fun!”
“Through the Magic of Healthy Living, Disney continues building on the leadership of its landmark nutrition guidelines by illustrating how national health goals can be translated into simple and fun activities that can be embraced for a lifetime,” said Dr. Keith Ayoob, Associate Clinical Professor of Pediatrics at the Albert Einstein College of Medicine. “The program celebrates Disney’s ongoing commitment to helping parents and children truly enjoy healthy living by offering them a wide variety of activities and tools, empowering them to find those that work best for their family. That’s the best way to make a healthy lifestyle last forever.”