McCann New York Creates New Public Service Ads to Encourage Children to Be Part of “The Greatest Action Movie Ever” in an effort to Help Combat Childhood Obesity
October 07, 2011
WASHINGTON, D.C. – In a nationwide effort to combat the childhood obesity epidemic, McCann New York and the Ad Council are launching new public service advertisements (PSA) that promote physical activity and healthy eating among children, ages 6-12. The Greatest Action Movie Ever (G.A.M.E.) campaign was developed in collaboration with KIDZ BOP to encourage kids to “Bring Out The Action Hero in You” with cool moves and super charged foods. All kids are now invited to become a part of the Action Hero Alliance by auditioning for a role in G.A.M.E., a new original short movie debuting in Spring 2012, by uploading a video to KIDZBOP.com, the leading safe social network for kids and tweens.
“In the battle against childhood obesity, running a traditional TV campaign seems counter intuitive. After all, what good is a commercial if kids end up watching it on the sofa with a bag of chips on their lap?” said, Jesse Potack, McCann New York Creative Director/Writer. Added Benjamin Vendramin, Creative Director/Art Director, “Our challenge was how do you get 6-12-year olds up and moving? This idea takes something kids love - action movies - to get them doing something they usually resist - being active and eating right.”
The new television and digital PSAs drive to www.ActionHeroAlliance.com, where educational information and recommendations for healthy eating and physical activities are provided. The website will also contain information about how children can submit their audition videos for G.A.M.E through KIDZBOP.com.
“Despite an increased awareness of the childhood obesity crisis in America, a large number of children and their families are still not making healthy eating and fitness a lifelong priority,” said Peggy Conlon, president and CEO of the Ad Council.“ We are thrilled to collaborate with McCann New York and KIDZ BOP to engage children nationwide to become a part of a healthy movement through G.A.M.E.”
Lights! Camera! Action! KIDZ BOP is holding a nationwide casting call for G.A.M.E. at KIDZBOP.com, inviting kids to audition for an all-new short movie that puts real kids in the action! Physical activity and eating well are key to the plot and through awesome moves and super charged foods kids can use their ultimate potential to be just like their favorite superheroes. Kids can now audition for the first three scenes, “Join the Alliance,” “Supersonic Hearing” and “High-Speed Chase” by uploading a short video to KIDZBOP.com. The audition videos will be voted on by kids and the winners will receive prizes that promote healthy habits, such as Wii game consoles, bikes and athletic equipment. The best videos will also be selected by a panel of judges and have a starring role in the G.A.M.E. movie. G.A.M.E auditions from now through November 30, 2011 and the short movie will premiere in 2012.
KIDZBOP.com will also host special digital PSAs starring the KIDZ BOP Kids, which encourage kids get to moving and make healthier food choices.
“KIDZBOP is thrilled to partner with McCann New York and the Ad Council to support G.A.M.E. and First Lady Michelle Obama’s Let’s Move! initiative,” said Craig Balsam and Cliff Chenfeld, Co-Founders of KIDZ BOP. “ By enabling kids to create an audition video and upload it to KIDZBOP.com, kids will not only get an opportunity to have fun and express themselves, they’ll continue to learn about the importance of an active lifestyle.”
A complementary series of teen targeted PSAs was developed in collaboration with Twentieth Century Fox. The new television and digital ads feature X-MEN: FIRST CLASS characters performing energetic action moves that encourage audiences to "get energized, get outside, and get moving." These PSAs direct youth to visit www.ActionHeroAlliance.com where they can download X-Men themed activities and a monthly calendar to track their progress.
The PSAs will be distributed this week and per the Ad Council’s model they will run and air in advertising time and space that is donated by the media.
McCann Erickson New York is the flagship and largest office of McCann Erickson Worldwide, the world’s largest advertising agency network, with operations in more than 120 countries and a client roster that includes preeminent global marketers and many of the world’s most famous brands. The agency is a unit of McCann Worldgroup, a leading global marketing solutions network, comprised of a collaborative roster of best-in-class agencies that emphasize creativity, innovation and performance.
The Advertising Council
The Ad Council (www.adcouncil.org) is a private, non-profit organization that marshals talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to produce, distribute and promote public service campaigns on behalf of non-profit organizations and government agencies. The Ad Council addresses issue areas such as improving the quality of life for children, preventive health, education, community well-being, environmental preservation and strengthening families.
KIDZBOP is the #1 music brand for kids ages 5-12 in the U.S., featuring today’s most popular songs, sung by kids for kids. KIDZ BOP celebrates the authentic voice of kids across the entire brand - through music, videos, live appearances, consumer products and its popular website, KIDZBOP.com, the leading safe social network and video sharing site for kids and tweens with one million registered members. The website provides a completely safe and moderated environment where kids can express themselves - as themselves - through unique online applications and proprietary functionality. The site’s popular “My Channel” feature lets members safely communicate with friends via our Safe Text Messaging System, which averages more than one million status updates per month. Kids can also safely produce their own Web shows, create and run their own “Super Contests,” upload videos and photos, and make music. To date, KIDZ BOP’s team of expert moderators have screened more than 23,000 hours of video content and nearly half a million photos before they were uploaded to KIDZBOP.com.
Twentieth Century Fox Home Entertainment, LLC (TCFHE) is a recognized global industry leader and a subsidiary of Twentieth Century Fox Film Corporation, a News Corporation company. Representing 75 years of innovative and award-winning film making from Twentieth Century Fox, TCFHE is the worldwide marketing, sales and distribution company for all Fox film and television programming, acquisitions and original productions on DVD, Blu-ray Disc Digital Copy, Video On Demand and Digital Download. The company also releases all products globally for MGM Home Entertainment. Each year TCFHE introduces hundreds of new and newly enhanced products, which it services to retail outlets from mass merchants and warehouse clubs to specialty stores and e-commerce throughout the world.
The Ad Council
McCann New York