New PSAs feature characters from Walt Disney's 'The Jungle Book'
NEW YORK, Dec, 7 /PRNewswire/ -- The United States Department of Agriculture's Food Nutrition and Consumer Services and the Ad Council announce today the launch of a multi-media public service advertising (PSA) campaign designed to inspire children and families to adopt healthier lifestyles.
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As we all know, today's obesity and overweight statistics are staggering. Approximately 66 percent of adult Americans are considered overweight or obese while 17 percent of American children themselves are categorized as overweight. Research indicates that being overweight during childhood and adolescence and carrying that through into adulthood.
Furthermore, recent Ad Council research indicates that mothers and caregivers understand the importance of healthy eating yet struggle with knowing the best way to provide good nutrition for their families. According to a 2007 study conducted by Yankelovich Research among low-income mothers on behalf of the Ad Council's Coalition for Healthy Children, less than half of those surveyed describe their children as physically fit and only 40 percent said their kids are healthy eaters. In addition, 39 percent of low income mothers said they are unclear about which foods are considered healthy and 63 percent report that healthy eating is often a major battle with their child.
In an effort to promote healthier lifestyles, the USDA and the Ad Council are launching a campaign to encourage parents to provide healthy options for their families and to motivate their children to seek proper nutrition and levels of physical activity.
Created pro bono by Saatchi & Saatchi, the "Nutrition Education" PSAs aim to inspire parents to encourage healthy habits by emphasizing that "good nutrition can lead to great things" and can help their children be the best at everything they do. The campaign places an emphasis on reaching low-income families, who tend to be at greater risk for overweight and obesity, and directs audiences to the USDA's http://www.MyPyramid.gov website, an effective tool for guiding healthy choices.
"The combination of proper nutrition and daily physical activity are critical for a healthier lifestyle," said USDA's Acting Secretary Chuck Conner. "Two-thirds of our adults and 17 percent of our children are either overweight or obese. It is time for all of us to work together to ensure a healthier future for our most precious resource, our children."
In addition to Saatchi & Saatchi produced PSAs, the Ad Council and USDA partnered with Walt Disney Studios Home Entertainment, on a series of PSAs featuring the lovable characters and memorable songs from Disney's original classic The Jungle Book. An extension of the USDA's Nutrition Education campaign, these new spots, available for television, radio, outdoor and internet media, highlight the importance of balancing good nutrition and physical activity, by emphasizing the "Bare Necessities" of healthy living and sending a message to parents and children that leading a healthy lifestyle can help them be the best at everything they love to do.
"We at the Ad Council are thrilled to collaborate with USDA and The Walt Disney Company on this wonderful and informative campaign to educate parents and children about nutrition. The PSAs are both motivating and entertaining and I'm confident that they will inspire families throughout the nation to make the necessary changes to lead a healthier lifestyle," said Peggy Conlon, President and CEO of The Advertising Council.
All of the new campaign PSAs will be distributed to media outlets nationwide this month and, per the Ad Council's model, will air and run in advertising time and space donated by the media. Additionally, Disney's The Jungle Book inspired PSA inserts containing this message will be included in kid's meals being served at Disney theme parks in the United States while the PSA's themselves have already begun running on select U.S. Disney properties.
"We're proud to be a part of delivering such an important message to families throughout the country about nutrition education," said Mary Baglivo, CEO of Saatchi & Saatchi NY. "Our research shows that although parents want the best for their kids, many don't recognize all of the benefits of a healthy lifestyle. This creative is particularly encouraging because it shows how good nutrition is a catalyst for great things that can lead to a bright future for children."
The U.S. Department of Agriculture (USDA) provides leadership on food, agriculture, natural resources, and related issues based on sound public policy, the best available science, and efficient management.
The department increases food security and reduces hunger in partnership with cooperating organizations by providing children and low-income people access to food, a healthful diet, and nutrition education in a manner that supports American agriculture and inspires public confidence.
USDA has created a strategic plan to implement its vision. The framework of this plan depends on these key activities: expanding markets for agricultural products and support international economic development, further developing alternative markets for agricultural products and activities, providing financing needed to help expand job opportunities and improve housing, utilities and infrastructure in rural America, enhancing food safety by taking steps to reduce the prevalence of foodborne hazards from farm to table, improving nutrition and health by providing food assistance and nutrition education and promotion, and managing and protecting America's public and private lands working cooperatively with other levels of government and the private sector.
Saatchi & Saatchi
Ideas company Saatchi & Saatchi is a global network with 153 offices and is part of Publicis Groupe, the world's fourth largest communications group. Its flagship New York office was named "2007 Agency of the Year" at the Cannes and Clio international ad festivals. The Agency handles more than 40 #1 brands in its client portfolio, including Toyota; Tide, Pampers and Olay (Procter & Gamble); and Sony Ericsson. Saatchi & Saatchi is known for its exceptional strength at understanding the emotional connections between consumers and products. This approach comes to life through Lovemarks, the methodology designed to create loyalty beyond reason.
Disney's Worldwide Outreach
Disney brightens the lives of children in need around the world through global outreach programs, local community initiatives and the Disney VoluntEARS program. Last year, Disney donated more than $177 million in cash and in-kind support to various charities around the world. Disney VoluntEARS contributed more than 466,000 hours of service and the company drew upon its unique magic to make wishes come true for children and families. The Disney VoluntEARS program provides opportunities for Disney employees to contribute their time and expertise towards making a positive impact in the communities they serve while furthering the traditions and ideals of The Walt Disney Company. For more information on Disney's outreach efforts, please visit http://www.DisneyOutreach.com
The Ad Council
The Ad Council (http://www.adcouncil.org) is a private, non-profit organization with a rich history of marshalling volunteer talent from the advertising and media industries to deliver critical messages to the American public. Having produced literally thousands of PSA campaigns addressing the most pressing social issues of the day, the Ad Council has effected, and continues to affect, tremendous positive change by raising awareness, inspiring action and saving lives.
|SOURCE The Ad Council|
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