Disney Channel has signed the Centers for Disease Control and Prevention to
an unusual sponsorship deal.
The CDC, seeking to combat the childhood-obesity trend, has developed a
campaign encouraging kids to be more active.
Themed 'Find Your Verb' (e.g., run, jump, play), its spots will resemble
public-service announcements, a network spokeswoman said. The spots break on
Disney next week in its afternoon and primetime blocks.
In addition, an interstitial series, Sports Dreams, will bow in
October, focusing on family, mentor or coach involvement in spurring youngsters'
interest in sports.
Earlier this year, Disney signed McDonald's Corp. as a corporate sponsor of
its 'Playhouse Disney' preschool block, entailing public-TV-like
spots.
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