Cartoon Network is partnering with National Association for Sport and Physical Education Let's Move In School platform and cable affiliates across the country on summer-long initiative to get kids 6 to 14 to engage in more active lifestyles.
Timed to tip off National Physical Fitness & Sports Month in May, the "Move It Movement Tour" will travel across the country to more than 30 key markets through the joint efforts of participating cable affiliates.
On-air and online media promoting the Move It Movement Tour also will spotlight the Let's Move In School initiative, a grassroots effort aligned with First Lady Michelle Obama's "Let's Move!" campaign, supporting local school districts, families and communities in creating and sustaining daily physical activity during the school year.
The Move It Movement Tour will feature multiple activity and learning stations, incorporating such additional core partner organizations as the Boys & Girls Clubs of America, The President's Council on Physical Fitness & Sports, FDA's Spot the Block, NBA/WNBA Fit and NFL Play 60 and HOPSports.
A national PSA, featuring mixed martial artist and kickboxer Bas Rutten and trumpeting the tour and its online educational components, will premiere April 29 at 7 p.m. on Cartoon Network.
The promotion will be supported by heavy on-air and online promotion from Cartoon Network and its participating cable affiliates, and will feature appearances by local professional athletes from the NBA and the NFL. Top markets currently scheduled for the 2010 route include: New York, Los Angeles, Chicago, Philadelphia, Dallas, San Francisco, Boston, Atlanta, Houston, Detroit and Phoenix.
Joining the Turner network as co-sponsors of the inaugural 2010 tour are 3M Nexcare Products, Crayola, the FDA and Columbia Pictures upcoming remake of The Karate Kid theatrical.
The Move It Movement Tour is the latest iteration of Cartoon's award-winning ‘Get Animated" initiative -- now entering its sixth year, which has previously manifested through "Rescuing Recess" and "National Recess Week" programs -- to battle against childhood obesity through education, activity and after-school involvement.
"Cartoon Network believes in utilizing the power of our brand assets, resources and relationships to empower kids with relevant messages, unique experiences and tools to live a more balanced, healthy lifestyle," said Stuart Snyder, president of Cartoon Network, in announcing the program.
The May 1-Aug. 3 traveling tour will make stops in more than 30 markets, partnering with local cable affiliates to invite families to participate in a host of themed activities:
*Skate Park Challenge, sponsored by 3M Nexcare Products, where BMX and skateboard experts will perform high-flying demonstrations followed by interactive safety and riding tips sessions, as well as get free samples of 3M Nexcare Ben 10 Alien Force and Bakugan bandages;
*Soccer Shootout Challenge, where kids can take aim and test their shooting skills with a custom soccer goal;
*The NBA/WNBA FIT Activity Zone allows youth to demonstrate their fitness level through basketball and fitness games;
*NFL PLAY 60 and HOPSports Challenge will introduce kids to various physical activities and exercises via the screen-based HOPSports system featuring custom NFL Play60 content, martial arts, stuntman drills and more;
*The Karate Kid is sponsoring a martial arts challenge to test focus, balance and strength abilities with workout sessions led by local dojos;
*Crayola Outdoor Challenge where kids can use Crayola's Spira-Chalk Blaster, 3-D Sidewalk Chalk and new Glow Explosion products to create outdoor fun with sidewalk games, original art masterpieces;
*FDA Spot the Block, a station with an interactive dice game and information to educate youth and families about the nutritional block on food packaging;
*CNN Fit Nation Kiosk, which offers a custom health and wellness quiz and iReport feature for youth and adults to test their knowledge and provide personal stories of how they stay healthy and fit; and
*Cartoon Network Chill Zone, a themed area to rehydrate and recharge while taking in the best new programming, online activities and premium items from the channel.
"This new tour is a natural extension of the pro-social initiatives we began back in 2005 to help kids and families celebrate the value and importance of daily activity and exercise, along with making smart eating choices a regular habit," said Alice Cahn, Cartoon Network vice president of social responsibility. "We're extremely pleased to launch the tour to coincide and function as a supporting community activity with NASPE's National Physical Education & Sports Week (May 1-7) and the President's Council's National Physical Fitness and Sports Month."
