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MAJOR TELEVISION NETWORKS AIR CHILDREN'S PSA

 MAJOR TELEVISION NETWORKS AIR CHILDREN'S PSA
 NEW YORK, June 4 /PRNewswire/ -- For the last three months, ABC-TV,


CBS-TV, NBC-TV and the FOX network have all been airing a new public service announcement on Saturday mornings that encourages children to eat five servings of fruits and vegetables a day.
 Since March 4, 1992 an American Academy of Pediatrics public service announcement (PSA), funded by Dole Food Company, has encouraged children ages 5 to 10 to eat five or more servings of fruits and vegetables a day as part of a balanced diet. Critics of food advertisements targeted to children have condemned the overwhelming number of commercials for foods with low nutritional value that dominate Saturday morning programming.
 "Television broadcasters, food producers and advertising agencies have a responsibility to use the airwaves aggressively to get information about good nutrition to kids," said Rep. Ron Wyden (D-OR). Wyden has led the push to reform Saturday morning advertising targeted at children.
 Last June, Wyden and the Center for Science in the Public Interest reported that more than 90 percent of the food commercials airing during Saturday morning programming are for foods with low nutritional value. Wyden has been working with broadcasters and advertisers to develop PSAs and programming that encourages children to build their diets around fruits, vegetables, lean poultry and meat, and lowfat milk.
 "The new attention-grabbing PSA is very upbeat and contemporary," said Lorelei DiSogra, Ed.D.,R.D., director of nutrition and health for Dole Food Company. "We have transformed eating five servings of fruits and vegetables a day into a 'cool' thing for kids to do."
 This 30-second PSA features children interacting with each other and addresses young viewers in their own style and language. Research shows that children respond most positively to messages delivered by their peers and that they prefer fast-paced commercials with a lot of action. Network response to the concept of the PSA has been enthusiastic. It began airing in March, National Nutrition Month, and is intended to run during Saturday morning children's programming.
 "No matter how dedicated parents and teachers are to raising children's awareness of the importance of eating fruits and vegetables, they are still faced with fierce competition from the commercials for less nutritious foods that dominate children's T.V.," said William H. Dietz, M.D., Ph.D., American Academy of Pediatrics' Committee on Communications. "We've produced a quality, memorable PSA that children love and one that will complement the nutritional messages children are receiving at home and at school."
 The funding of the PSA is just one part of the nutrition education programs Dole is launching under the direction of Dr. DiSogra, who previously served as a principal in the nationally recognized California "5 a Day -- For Better Health" campaign funded by the National Cancer Institute. The program is designed specifically to make children and their parents aware of the importance of eating five servings of fruits and vegetables every day, as recommended by national health authorities.
 If you are interested in additional information about Dole's commitment to nutrition education please call Bari Rabinowitz at 212-536-8845.
 -0- 6/4/92
 /CONTACT: Bari Rabinowitz of Ketchum Public Relations, 212-536-8845, for Dole Food Company/ CO: Dole Food Company ST: New York IN: FOD SU:


TQ-LR -- NY002 -- 6864 06/04/92 08:15 EDT
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Date:Jun 4, 1992
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