The US Department of Health and Human Services (HHS) and the Ad Council has formed a coalition with the film studio DreamWorks Animation SKG, to launch a series of new public service advertisements (PSAs) designed to help address childhood obesity.

 

As part of the ongoing ‘Small Steps’ campaign (designed to prevent childhood obesity and encourage families to lead healthier lifestyles) the new PSAs use characters from the movie Shrek. Children are encouraged to engage in physical activity by slogans such as "Be a Player: Get up and play an hour a day," which will complement existing PSAs geared towards promoting healthy diets.

 

The ads will appear on TV and outdoor billboards. Online ads will direct children and families to the HHS's newly redesigned website on healthy lifestyles (www.HealthierUS.gov). The Small Steps website also includes new material relating to the new ads.

 

In addition to the new Shrek PSAs, the Ad Council and HHS are continuing Small Steps with further new work (television, radio, outdoor, Web) expected to launch in April 2007 including a competition in partnership with YouTube beginning in which participants will submit their own videos.

 

Source: Advertising Education Forum