Fuel Up To Play 60 Huddles

New television PSA entitled ?Huddle? developed by the Ad Council in collaboration with Let?s Move!, Fuel Up to Play 60, National Dairy Council, the NFL, NFL Players Association, USDA and Brunner advertising. The spot features Tony Romo, Quarterback for the Dallas Cowboys, and encourages youth to get healthy and be active by joining the Fuel Up to Play 60 movement.

By Mary Nicholson

While Super Bowl XLV may be history, there was also some history being made well before the flipping of the ceremonial coin on Sunday. Some of our nation?s principal thought leaders in child health, physical activity and education converged in North Texas, site of Super Bowl XLV, to sign a Memorandum of Understanding (MOU) on February 4 that outlines an unprecedented private-public partnership committed to child health and wellness.

This historic agreement will bring together the National Football League, leading government authorities, National Dairy Council (NDC) and Gen YOUth Foundation, a newly formed nonprofit organization that supports efforts to end childhood obesity. MOU co-signers include U.S. Secretary of Agriculture Tom Vilsack; U.S. Secretary of Education Arne Duncan; U.S. Secretary of Health and Human Services Kathleen Sebelius; NFL Commissioner Roger Goodell; NDC CEO Thomas Gallagher and Gen YOUth Foundation CEO Alexis Glick. This MOU sets a new precedent for private-public partnerships and cross-department collaboration.

?We are pleased to join this diverse group to collaborate in addressing the childhood obesity epidemic ? a problem too big to tackle alone,? said Goodell. ?The NFL is proud to be a partner in Fuel Up to Play 60, which is making a real and lasting impact in schools across the country.?

Launched in 2007 by NDC and NFL, Fuel Up to Play 60 is a customizable in-school program that empowers youth in more than 70,000 schools to improve nutrition and physical activity at their school and for their own health. It encourages youth to consume nutrient-rich foods (including low-fat and fat-free dairy, fruits, vegetables and whole grains) and achieve at least 60 minutes of physical activity every day. Fuel Up to Play 60 has earned recognition across the private and public sectors and additional support has been achieved from multiple health organizations and several major corporations.

?Since more than 50 percent of a student?s daily calories are consumed at school, the school environment is an ideal setting for turning healthy behaviors into lifelong habits. To make an impact in schools and beyond, it is critically important to engage kids in an exciting way. Today, we will debut a public service announcement which provides a compelling example of what we can achieve when putting meaningful partnerships to work for kids,? said Secretary Vilsack.

In this spirit of collaboration, a new Foundation, Gen YOUth, launched on February 4. Gen YOUth Foundation will work with schools, communities and business partners to develop and support programs that create lasting changes in the child health and wellness arena, including Fuel Up to Play 60. The mission of the Gen YOUth Foundation is to create a movement that will inspire youth to change their behavior.