Broadcasters are joining with the Ad Council, Warner Brothers Pictures and the Department of Health and Human Services in an extension of the campaign to fight the growing obesity epidemic in the US, particularly among children. According to AC, the media has already donated $179M to support the campaign.
This program is a multimedia effort that will be tied to the upcoming release of TWP’s movie version of Maurice Sendak’s classic children’s story, “Where the Wild Things Are.” The campaign is an extension of HHS’s Childhood Obesity Prevention campaign, operated in conjunction with the Ad Council, which encourages children and families to lead healthy lifestyles.
TWP did the creative pro bono, with PSAs available for use on TV, radio, print, outdoor and Internet. The theme, which is used to end the creative regardless of medium, is “The Wild is Out There, Did You Play Today?” and the messages urge families to visit www.smallstep.gov for great play ideas.
“This new series of PSAs is a wonderful extension of our efforts with HHS to address childhood obesity,” said Peggy Conlon, president and CEO of the Ad Council. “’Where the Wild Things Are’ is a classic and the film’s beloved characters will help encourage children throughout the country to become more active and reduce their risk for obesity. We are grateful to Warner Bros. for donating their resources for these PSAs.”
RBR/TVBR observation: As parents, we readily admit that “Wild Things” is one of our all-time favorite children’s books. We would be more than pleased to give it a tip of our media hat to it, even if it wasn’t giving us something nice to place in our public file.