HWCF, Media Companies Partner to Fight Childhood Obesity

WASHINGTONThe Healthy Weight Commitment Foundation (HWCF) announced an innovative alliance with leading media companies Discovery Education and Meredith Corp. to help parents, educators, and children address the problem of childhood obesity.

HWCF is launching Web-based outreach campaigns with Discovery Education and Meredith to encourage and promote physical activity and healthy eating, especially among children. The online campaigns address rising levels of childhood obesity; it is estimated that by the end of this year, 20 percent of children in the United States will be obese. About one-third of American kids are currently overweight. The two complementary outreach programs are uniquely designed to support children whether at home with their families or at school with their teachers. A simple interface empowers users to easily transition between the websites creating a virtually seamless user experience educating parents and children, no matter where they are, about healthy food choices, eating tips, and physical activities.

Parents and educators are concerned about the threat of child obesity and interested in practical ideas about how to help kids take fewer calories in and burn more out, said Lisa Gable, executive director of HWCF. This partnership will give parents and educators the tools they need to help combat child obesity.

The comprehensive student engagement program presented by HWCF and Discovery Education at www.energybalance101.com leverages Discovery Educations communications expertise and demonstrated ability to provide educators with useful tools to help their students. Discovery Education, a division of Discovery Communications, whose networks include Discovery Channel, Science Channel and Animal Planet, combines proven digital media and a dynamic user community to empower teachers to improve student achievement. Discovery Educations digital services currently are available in more than half of U.S. schools.

The HWCF/Meredith Web site, www.parents.com/hwcf, leverages Merediths position as the leading media and marketing company focused on women. Merediths media brandsincluding Parents, Better Homes and Gardens, Ladies Home Journal and Family Circlereach more than 75 million women and 21 million moms.

Both sites will reinforce the Michelle Obamas Lets Move initiative to combat the childhood obesity epidemic.