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A New Initiative To Fight Childhood Obesity

In a novel initiative to combat the spread of childhood obesity, The Alliance for a Healthier Generation, a joint initiative// of the William J. Clinton Foundation and the American Heart Association, has announced that it has entered into a partnership with Nickelodeon's award-winning Let's Just Play pro-social campaign.

The three organisations are combining forces on a comprehensive media and public awareness campaign, encouraging young people to inculcate better and healthier lifestyles.

Nick will utilise its multimedia platforms and the Let's Just Play campaign to reach millions of young people across the country and to spread the message of the Healthiest Generation movement.

The aim is to provide the necessary tools to empower children and families to be agents of change in their communities through grassroots activities, events, and programming support through multiple media platforms.

Former US President Clinton said, I look forward to continuing our work with the American Heart Association and I welcome Nickelodeon as a partner of our alliance in this fight against childhood obesity. This issue is very close to me. As a child, I was overweight and have struggled with my weight all my life.

'After my bypass surgery last year, I wanted to develop a programme for young people so they know about the dangers of eating poorly and living an unhealthy lifestyle and also so they know that there are options available to eat right and exercise. Nickelodeon has been active in this area for quite a while, and this partnership will be a great team, bringing the issue of childhood obesity to the forefront of health consciousness and will help America's youth get involved to create their own healthy lifestyles.'

Following the announcement, President Clinton participated in a town hall meeting with young people from around America.

The program, hosted by Linda Ellerbee, will be aired on 13 November 2005 as part
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