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The Walt Disney Co. has launched “Disney Magic of Healthy Living,” a national multimedia initiative with the aim of helping parents raise healthier children. The campaign, which includes a yearlong series of public service announcements starring First Lady Michelle Obama and young Disney role models, builds on the company’s commitment to a healthier generation of kids begun in 2006 with the rollout of nutritional guidelines connecting Disney brands and characters with a nutritious range of foods.
Magic of Healthy Living offer new content showcasing fun, easy ways that healthier practices can be incorporated into daily life.
“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,” noted Mrs. Obama, who worked with the company on her own initiative. “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.”
Additional features of the campaign include two new websites from Disney, one to stimulate kids about putting healthy-living practices into action (Disney.com/healthyfun), and the other to offer parents ideas and resources (Family.com/healthymagic). a national essay contest inviting kids to write about ideas for living a healthy life at home, at school or in their communities, with 50 winners from across the United States getting to attend an event at Walt Disney World Resort; and a $1 million grant from Disney to help nonprofit organization KaBoom! build play spaces and gardens in 10 underserved communities nationwide.
“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 Bronx, N.Y.-based Albert Einstein College of Medicine, part of Yeshiva University. “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.”
Since 2006, the Burbank, Calif.-based company’s nutritional guidelines have been implemented across all of its branded businesses, and a growing portfolio of better-for-you Disney-branded foods at grocery retailers has provided more than 1.3 billion servings of fruits and vegetables sold in the United States alone.
In addition to supporting Let’s Move!, Disney consulted with nutrition, health care and fitness leaders to help develop the Magic of Healthy Living, including the Advertising Council, the Institute of Medicine, and the Produce for Better Health Foundation.