Jaguars running back Maurice Jones-Drew joined NFL commissioner Roger Goodell on Friday in New York City to announce a special campaign, Fuel Up to Play 60, between the NFL, the U.S. Department of Agriculture (USDA) and the National Dairy Council to fight and defeat childhood obesity in cooperation. The campaign is funded with an initial private sector financial commitment of $250 million over five years by America's Dairy Farmers.
Funding is expected to grow as government, business, communities and families join this effort to improve nutrient-rich food choices and achieve 60 minutes of physical activity each day among children. More than 58,000, or 60 percent, of the nation's 96,000 private and public schools are currently enrolled in Fuel Up to Play 60.
It is possible that today's children could become the first American generation with a shorter life expectancy than their parents. One-third of American children are overweight or obese. The obesity prevalence is about three to four times that of just one generation ago, according to the Centers for Disease Control and Prevention.
"Today is a significant milestone in the fight against childhood obesity because this unprecedented partnership will help educate our youth about steps they can and should take to lead healthy lives," said Agriculture Secretary Tom Vilsack. "Increasing access to more nutrient-rich foods and physical activity in America's schools is no simple task, and will require the combined effort of private and public interests. Partnerships like these, combined with a strong reauthorization of the Child Nutrition Programs, can make a significant difference in our battle against childhood obesity."
As an initial step, the partners will work together to promote and expand Fuel Up to Play 60. Based on the 2005 Dietary Guidelines for Americans, the program empowers students in grades 4 through 10 to engage their peers to "fuel up" with nutrient-rich foods they often lack – particularly low-fat and fat-free milk and milk products, fruits, vegetables and whole grains – and "get up and play" with 60 minutes of daily physical activity. Components, developed for and by youth – such as program curriculum, in-school promotional materials, a Web site and youth social media partnerships – are customizable and non-prescriptive. The program's design allows youth and schools to determine which tools and resources best help schools meet local youth wellness goals and school wellness policies. Partner-supported school grants will help schools make long-term healthy changes.
Fuel Up to Play 60 also gives leaders in health, business, government and communities nationwide the opportunity to be a part of a movement that relies on participation, collaboration and action by youth and adults to help develop and maintain healthy habits to last a lifetime.
The program taps the power of the NFL and its teams, players and physical activity programming to add recognition and value for students. National Dairy Council's trusted school relationships are crucial in sustaining the program. All 32 NFL teams are participating in the program through local dairy councils and schools in their respective markets.
"The National Football League is strongly committed to helping the next generation of youth achieve healthier lifestyles. In 2007, we launched NFL PLAY 60 to encourage kids to get active and play 60 minutes a day. We are excited that Fuel Up to Play 60 extends that message to include healthy eating," said NFL Commissioner Roger Goodell. "Through Fuel Up to Play 60, we want young people to discover that healthy habits can be both fun and empowering."
"For nearly 100 years, child nutrition research and education has been a major commitment for dairy farm families and a cornerstone of National Dairy Council," Gallagher said. "Fuel Up to Play 60 realizes our commitment to child health and sustaining the future. It will continue to expand in the coming years through bold leadership and new partnerships with organizations and industry leaders that no single organization could achieve alone."
By giving students both a voice and a valuable role in shaping the future of their generation, National Dairy Council, the NFL and USDA are providing concrete opportunities for children to lead real change in the fight against childhood obesity.
More information about Fuel Up to Play 60 is available at FuelUpToPlay60.com.
About Fuel Up to Play 60
### About National Dairy Council
National Dairy Council® (NDC) is the nutrition research, education and communications arm of Dairy Management Inc™. On behalf of U.S. dairy farmers, NDC provides science-based nutrition information to, and in collaboration with, a variety of stakeholders committed to fostering a healthier society, including health professionals, educators, school nutrition directors, academia, industry, consumers and media. Established in 1915, NDC is dedicated to educating the public on the health benefits of consuming milk and milk products throughout a person's lifespan. For more information, visit www.nationaldairycouncil.org
About NFL PLAY 60
Designed to help tackle childhood obesity, NFL PLAY 60 brings together the NFL's long-standing commitment to health and fitness with partner organizations like the National Dairy Council. NFL's PLAY 60 is also implemented locally, as part of the NFL's in-school, after-school and team-based programs. For more information, visit www.nflrush.com © 2009 NFL Properties LLC. All NFL-related trademarks are trademarks of the National Football League.
USDA is an equal opportunity provider, employer and lender. To file a complaint of discrimination, write: USDA, Director, Office of Civil Rights, 1400 Independence Avenue, SW, Washington, DC 20250-9410 or call (800) 795-3272 (voice), or (202) 720-6382 (TDD).