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SATURDAY MORNING TV GETS NUTRITION BOOST; MCDONALD'S, CBS-TV AND THE SOCIETY FOR NUTRITION EDUCATION LAUNCH PSA CAMPAIGN FOR CHILDREN

SATURDAY MORNING TV GETS NUTRITION BOOST; MCDONALD'S, CBS-TV AND THE
 SOCIETY FOR NUTRITION EDUCATION LAUNCH PSA CAMPAIGN FOR CHILDREN
 WASHINGTON, Sept. 22 /PRNewswire/ -- At a press conference on Capitol Hill today, McDonald's Corp., the CBS Television Network and the Society for Nutrition Education (SNE) announced an unprecedented new series of nutrition public service announcements (PSAs) for children, designed to deliver messages about healthy eating on Saturday morning TV.
 Entitled What's On Your Plate(tm), the series of 12 nutrition PSAs will premiere Sept. 26 on CBS during the network's most popular Saturday morning schedule (9:59 a.m. ET), and will reach nearly three million children ages 2 to 11 every week. The 55-second spots feature original clay animation characters, including host Willie Munchright(tm), a purple kid with a fun-loving personality.
 "This serious is the most comprehensive effort to date to bring nutrition messages to Saturday morning TV," said Congressman Ron Wyden (D-Ore.), a longtime advocate for children's health and nutrition public service programming. "These 12 nutrition spots -- each twice as long as average PSAs -- have a broadcast commitment that's simply unprecedented. That means a lot of good information is going to reach a lot of children."
 "To help kids develop healthy eating habits at an early age, we combined important nutrition information with the fun kids expect from McDonald's," said Ed Rensi, president and CEO, McDonald's USA. "There's a real need for this program and it complements our other education efforts."
 The Society for Nutrition Education -- a professional association linking the specialties of nutrition, food and education -- identified appropriate and relevant nutrition issues for kids and supervised content development of the PSAs. In the series, Willie Munchright answers a nutrition question each week, addressing such topics as "everyday/sometimes" foods, variety in a balanced diet, trying new foods, breakfast, grains, vegetables, fruits, protein foods, milk products, sugar, fat and snacks.
 "This new program takes an innovative approach to nutrition education by using a medium kids enjoy and understand," said SNE Executive Director Darlene Lansing, MPH, RD. "Television allows us to educate millions of children, and many of these kids have been difficult to reach through more traditional methods."
 Willie Munchright makes the spots fun and memorable by speaking to kids in their own language. To reinforce the nutrition message, Willie ends each PSA with a rhyme such as "Every day you can really crank with breakfast in your tank," "Hot, warm or cool, veggies rule" and "So why be shy? Give new foods a try."
 To extend the nutrition education campaign beyond Saturday morning TV, Willie Munchright will also star in a colorful What's On Your Plate nutrition brochure. Building on the engaging style of the CBS series, Willie leads kids through fun activities to reinforce the key nutrition messages highlighted in the PSAs. The brochure, along with a leader's guide and a videocassette of the 12 PSAs, were also developed in cooperation with SNE. The educational package will be distributed to teachers, nutritionists and pediatricians to help them use the program as a teaching tool in classrooms and office settings.
 McDonald's is the world's leading quick-service restaurant organization with more than 12,000 restaurants around the world, including more than 8,800 in the United States. About 80 percent of McDonald's businesses are locally owned and operated by independent entrepreneurs.
 -0- 9/22/92
 /NOTE TO EDITORS: Satellite Feed Notice: Press conference and edited version of What's on Your Plate PSA will be available at 2 p.m. through 2:30 p.m. eastern time. Technical coordinates -- C-Band: Galaxy 6/transponder 12/audio 6.2 and 6.8./
 /CONTACT: Rebecca Caruso of McDonald's, 708-575-3678; or, Sue Kennedy, 202-833-4230, Pat Plodzeen, 312-329-7670, both for McDonald's/ CO: McDonald's Corp. ST: Illinois IN: ENT SU:


LR -- NY049 -- 2173 09/22/92 12:09 EDT
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Date:Sep 22, 1992
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