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The 2010 Henkel Helps campaign — “Henkel Helps Get Kids Fit” — aims to encourage parents, educators, students and community members to visit www.HenkelHelps.com to nominate their local school by answering the question: “What Would Your School Do with $25,000 to Improve Youth Fitness?” Additionally, the program, which kicks off at the start of the back-to-school season and continues through year-end, will offer a sweepstakes for the chance to win $5,000 in fitness cash.
Henkel Helps Get Kids Fit will reward one deserving school with $25,000 to be used toward providing better health and fitness in terms of education, equipment, technology, resources and services for the well being of students. Additionally, the person who nominates the winning school will get a one-year supply of product from the Scottsdale, Ariz.-based manufacturer of such familiar center store brands as Purex laundry detergent and Soft Scrub cleaning products. The program has the endorsement of, and is being implemented in cooperation with, the American Council on Exercise (ACE), the largest nonprofit fitness certification, education and training organizations in the world.
A comprehensive integrated marketing campaign will launch in support of Henkel Helps Get Kids Fit, including in-store signage and displays at key retailers across the United States; a national FSI drop timed to coincide with the campaign rollout in August; and an extensive online presence at HenkelHelps.com, through online advertising, and via public relations and social media initiatives.
“Childhood obesity has become a critical epidemic in the U.S. — emphasized by First Lady Michelle Obama’s recently announced ‘Let’s Move!’ campaign — and this crisis is compounded by the budget struggles so many schools are having to maintain their physical fitness and health programs,” observed Natalie Violi, director-corporate communications at Henkel of America, Inc. “In the last three years, Henkel Helps has worked to make people’s lives easier, better and more beautiful. Our 2010 campaign, Henkel Helps Get Kids Fit, hopes to inspire communities around their schools’ fitness programs and make a meaningful difference in the lives of kids, families and communities nationwide.”