'Let's Move' campaign recruits big names

Michelle Obama tackles childhood obesity in PSA campaign

Question: What do Bugs Bunny, Drew Brees and Tony Hawk have in common?

Answer: They'll each be seen on TV advising kids to not get fat.

Michelle Obama on Tuesday unveiled her expansive "Let's Move" campaign that seeks to "combat the epidemic of childhood obesity," and media plays big role.

Joining the first lady in the effort are Walt Disney, NBC Universal, Viacom, Warner Bros. and Scholastic Media.

Public Service Announcements from Scholastic's "Maya & Miguel" are in the works, as are ones starring WB's Looney Tunes characters alongside famous athletes.

Disney said it will also create PSAs featuring its Disney Channel stars with the First Lady and will distribute them on Disney Channel, Disney XD, Radio Disney and Disney.com.

Viacom said its BET "is committed to producing on-air programming focused on this issue," specifically naming "The Mo'Nique Show," "Heart of the City: Dying to Eat in Jackson" and "106 & Park."

Universal said Obama will be featured in its "The More You Know" campaign and that it will create a cross-platform "Health Week" that will involve its news and entertainment programming.

The first lady revealed the plans at a White House event featuring a slew of participants, including NBC correspondent Tiki Barber.

President Barack Obama kicked it all off by signing a Presidential Memorandum creating the first Task Force on Childhood Obesity.
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