Michelle Obama Joins Disney in Healthy Living Campaign

First Lady Michelle Obama joined the Walt Disney Company in a new media campaign designed to give parents and kids more reasons to eat healthy and exercise.

The multimedia initiative, Disney Magic of Healthy Living, launched Thursday includes public service announcements featuring Mrs. Obama along with young Disney stars, like Nick Jonas from the Jonas Brothers and Brenda Song, touting the goal of creating a healthier generation of kids.

Two new websites were launched also.

One of the websties will try to engage and activate kids about healthy living (Disney.com/healthyfun) and the other provides ideas and resources for parents (Family.com/healthymagic).

Promising the prize of a free trips to Walt Disney World for 50 winners, a national essay contest will ask kids to write about ideas for “healthy living at home, at school or in their communities”. The contest will open for entries later this month on their websites.

Also included will be a $1 million grant from Disney to help build playgrounds and gardens in 10 underserved communities nationwide, in association with KaBOOM!, the non-profit

“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,” 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.”

For the next year, viewers will see the spots on ABC, the Disney Channel, and the Ad Council’s network of 1,700 stations.

In 2006, Disney adopted nutritional guidelines for all products associated Disney brands and characters, requiring a more nutritionally balanced range of foods. For instance, healthier food options to choose from in Disney parks including fruits for snacking, and the elimination of added trans fats and healthier default sides and beverages that families opt for in nearly 60% of kids’ meals.

Disney consulted with leaders in the fields of nutrition, health care and fitness to help develop the new campaign. These include: The Advertising Council, The Institute of Medicine and Produce for Better Health Foundation. Dr. Keith Ayoob and Dr. James O. Hill, top child health and wellness specialists that helped develop Disney’s 2006 Food Guidelines, were also consulted.

The Ad Council PSAs are co-sponsored by the U.S. Department of Agriculture and direct audiences to visit LetsMove.gov to learn more.