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Sprout Gets Smarter With Prosocial Initiative

Preschool network PBS Kids Sprout is launching a multiplatform prosocial initiative Sprout Smart, with its first application centering on young children’s health and eating habits.

Sponsored by Mott's for Tots and in partnership with, Sprout Smart will focus on “Healthy Living & Nutrition” throughout 2008. In each subsequent year, the initiative will tie to a different topic relating to preschool health and development.

Four Sprout Smart public service announcements will begin airing Jan. 17 on the preschool linear channel and on, before rolling out across a number of cable networks in 2008, according to Sprout officials. Running quarterly, the PSAs will also be made available on Sprout On Demand, beginning February 15.

The Sprout Smart partnership will be integrated across TV and online platforms, with featuring articles from the nonprofit Nemours Foundation, creators of, the children's health site, as well as related blog discussions and streaming video of each quarterly PSA. 

In addition, Sprout will develop an integrated informational program with KidsHealth to reach parents through physician offices and children's hospitals. 

“With the multitude of messages that parents are regularly exposed to regarding their child's development, we know that it can be overwhelming to families with preschoolers,” said Sprout vice president of marketing Eileen Diskin in a statement. “Sprout Smart offers expert guidance in the form of fun and credible tips, tools and resources that are easily accessible to parents and meaningful to preschoolers.”