First annual Healthy Me Week tackles childhood obesity, health issues

Leading media, CCA team up to promote healthy, active lifestyle

TORONTO, June 1, 2012 /CNW/ - In response to growing concerns over alarming childhood obesity rates in Canada, Concerned Children's Advertisers (CCA) and many of Canada's leading print and broadcast media companies have joined forces to launch Healthy Me Week (June 4 to 10).  The aim of this first annual initiative is to motivate and inspire Canadian kids and their families to take action on their health.  The announcement coincides with this week's release of the 2012 Active Healthy Kids Canada Report Card, which once again this year gives kids a failing grade for physical activity levels, and a D+ grade for family physical activity.

"Only 7 per cent of Canadian kids and 15 per cent of adults meet the recommended levels of daily physical activity," explains CCA president, Bev Deeth.  "Healthy Me Week is a call to action for Canadian families to lead healthier, more active lives.   Our goal is to provide content that promotes the importance of making healthy choices, increasing physical activity, and eating well-balanced meals, as a means of inspiring lasting, healthy lifestyle changes."

Participating media have planned an extensive outreach campaign to promote the active, healthy lifestyle message across various print, broadcast and online platforms.  Activities for this year's inaugural launch include special Healthy Me Week programming; PSAs; online contests; social media campaigns; health tips and articles; promotions; and banner ads.

The Healthy Me Week initiative is the result of a series of national consultations held last fall by the Public Health Agency of Canada with leading media companies and other key health stakeholders, to discuss the role these organizations can play in helping curb increasing childhood obesity rates in Canada. It is estimated that 1 in 4 Canadian children are considered overweight or obese.  "Healthy Me Week reminds Canadians to take action to protect their overall health by making healthy food choices, staying physically active and maintaining a healthy weight," says federal Health Minister, Leona Aglukkaq. "Everyone has a role to play in helping Canadians live longer and healthier lives.  My congratulations to Concerned Children's Advertisers and its partners on rising to the challenge to identify ideas and actions and build partnerships for collaborative action to promote healthy weights and healthier, active lifestyles."

Deeth explains that while many of the participating media companies are already independently engaged in health promotion, they all recognize the importance of working together for maximum reach.  "We commend our Healthy Me Week partners for recognizing the impact that a collective effort can make in addressing this pressing social problem.  The fact that competing organizations are willing to join together to promote this initiative as one voice, underscores the importance of the issue."

For more information on Healthy Me Week activities: cca-arpe.ca.

About Healthy Me Week

Healthy Me Week is a national health initiative that empowers Canadian kids and families to lead a healthier, more active lifestyle.  Launched in 2012, the initiative is held every year, during the first week of June.  Healthy Me Week is supported by the following founding partners: Astral Media, Best Health, Corus Entertainment (YTV), Kids' CBC, NBA Canada, ParentsCanada, Paton Publishing (What's UP - Canada's Family Magazine), Reader's Digest, Rogers Media Inc. and Today's Parent, TELETOON, Together Magazine, TVOKids/TVOParents; and youth health/well-being advocate, Concerned Children's Advertisers.

About CCA

Concerned Children's Advertisers (CCA) is a unique non-profit organization and model of corporate social responsibility. Comprised of 20 Canadian Member Companies and supported by numerous partners, including child-centred advertisers, broadcasters and issue experts, CCA is committed to understanding and contributing solutions to issues of challenge in children's lives. As committed Canadian advertisers, CCA's mission is to be the credible, caring and authoritative voice of responsible children's advertising and communications. www.cca-arpe.ca

Media Contact:
Alex Dunsmuir, ümlaut marketing+communications
t: 416.236-2368 m: 647-244-2475
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