California School Nutrition Association Campaign Aims to Curb Obesity in Kids - the Cool Way; Hilary Duff Radio Spots Tell Kids, ''Stay Fit, Eat Right, and We'll Be Looking Good, California!''.

SACRAMENTO, Calif. -- Actress, recording artist, and teen idol Hilary Duff will be heard on radio stations throughout the state beginning September 26, encouraging kids to stay fit and eat right in order to feel and look their best. The effort is one element of a public service campaign initiated by the California School Nutrition Association (CSNA) designed to address the issues of poor nutrition and low levels of physical activity that result in obesity, diabetes, and other related illnesses.

The campaign responds to Governor Schwarzenegger's message earlier this month to the state's citizens, corporations and influencers to make California the nation's model for health, nutrition and fitness.

Kids are the messengers

In addition to Ms. Duff, the voices of other everyday kids in the state will chime in to take control of what they know is an issue from first-hand experience: overweight and poor physical fitness.

"Stay fit. Eat right. Looking good, California!" speaks to kids on the web and on the radio about the benefits of proper nutrition and physical fitness for improved self-image, wellness, performance and just plain happiness in life. By using other young people to communicate the message, it is the Association's hope that the message will inspire California's youth to make the right choices for fitness and nutrition.

The campaign is unique in that a large portion of the message is delivered by real kids who have decided to "stay fit and eat right" for their own self-improvement, many of whom are in the process of getting fit. "Aaron's Story," "My Mom's Cocina Mexicana," and other website features for instance, are true stories written by kids who responded to the sponsor's call for kids to get involved in the anti-obesity campaign.

Campaign elements

Central to the campaign are a website, www.stayfiteatright.org, radio public service announcements, enticements to "get outside" for fitness, and contests that inspire kids to learn to cook their own food rather than relying on grab 'n go meals of low nutritional value. Unique to this campaign, it has been created with help from kids and professionals alike. Some health information on www.stayfiteatright.org is provided by KidsHealth(R). Future plans include parent education outreach programs, events on- and off-campus and expanded media promotion.

The Online Reality Fitness Challenge

In an era of reality programming, the campaign includes an interesting twist: Teens selected from a field of applicants will maintain an online journal of their nutrition and fitness habits for the duration of the school year. The Association has arranged to provide personal physical training for the teens, nutrition counseling, and even outdoor recreation guidance for their families for the entire school year. Signing a "contract" at the campaign's press launch, the teens agree to commit their best effort to get into shape and share their progress, challenges and learnings with others who log onto the website (www.stayfiteatright.org) on a weekly basis. Through a set of indicators, it is hoped that measurable outcomes will result from their improved lifestyles. Baseline tests will be measured against the students' outcomes at the end of the school year.

Supporting solutions for childhood obesity

CSNA members voted to take action with the campaign as a result of their insights to poor child nutrition that exist in every economic stratum of the state and across the nation.

"Our profession feeds children every day in California schools," said Rhonda DeVaux, CSNA President and Director of School Nutrition at Irvine Unified School District. "As their day-to-day nutritional advocates, we saw the need to be at the forefront of change through legislative efforts, education, and better communication with kids and families. This campaign is a good start in creating a coalition of families and other partners to improve our children's health."

A vocal advocate of better child nutrition, Secretary of Agriculture A.G. Kawamura has been supportive of the CSNA mission, noting the strong linkage between school nutrition professionals and California's agriculturalists. The National School Lunch Program, providing daily meals to more than 3 million students annually, offers products obtained mostly from farmers through the United States Department of Agriculture.

"Safe, healthy, and nutritious food grown by farmers is served every day in the school dining environment," said Kawamura. "From Agriculture's perspective, it's good stewardship and its good business to help kids understand where their food originates and who's providing it."

Initial funding for the campaign comes through a grant from the California Raisin Marketing Board. Supporting CSNA in the campaign are "Educational Partners" who share their concern for better nutrition and fitness among kids. Farmers, chefs, government, healthcare advocates, and associations involved in food and recreation provide education and funding to support the campaign.

The California School Nutrition Association is a statewide, non-profit professional organization representing more than 1,800 members who provide nutritious meals to students throughout the state. The mission of CSNA is to provide a forum for personal and professional development by offering innovative educational programs, supporting legislative efforts, and promoting community awareness for the purpose of improving the well-being of California's children.

MEDIA NOTE:  Launch press conference
    WHEN:        Monday, Sept. 26, 2005
    TIME:        10:00 a.m.
    WHERE:       Diamond Creek Elementary School
                 3151 Hopscotch Way
                 Roseville, CA 95747