Ad Council Collaborates
with KIDZ BOP & Twentieth Century Fox to Encourage
Kids to “Bring Out the Action Hero in You”
WASHINGTON, D.C., October
6, 2011
– 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 supercharged
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 counterintuitive. 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
food, 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.
“KIDZ BOP 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 audtion video and upload it to KIDZBOP.com, kids
will not only get an opportunity to have fun and express themselves, they’ll
continue 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
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.
KIDZ BOP
KIDZ
BOP 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,
cosumer 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
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 filmmaking 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.
CONTACT:
Lisa
Cullen
The
Ad Council
202-331-5052
lcullen@adcouncil.org
McCann Erickson
Susan Irwin
McCann New York
646-865-3004
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