Danielle Tawil & Sara Costantino

10/22/11

The NFL Movement For An Active Generation

An object at rest will remain at rest unless acted on by an unbalanced force. An object in motion continues in motion with the same speed and in the same direction unless acted upon by an unbalanced force. -Isaac Newtons First Law of Motion

Our youth is an object at rest, an object that will remain at rest until an unbalanced force gives them a reason to move. Childhood obesity is an object in motion. It is a growing trend in our nation that will continue to grow until another force makes it take a new trajectory. NFL Play 60 is attempting to be that unbalanced force. They are leading the movement towards an active and healthy generation of children. NFL Play 60 is encouraging kids to actively play for 60 minutes every day in order to tackle childhood obesity. Theyre accomplishing this through a multitude of partnerships, school and community programs, an interactive website, and various contests. What sets the NFL Play 60 movement aside from other campaigns is its team-like atmosphere. Instead of competing against other campaigns, NFL Play 60 is teaming up with other initiatives to create a unified force. Just like the NFL which is made up of many teams that come together on the field for the common purpose of playing football, quite appropriately, the NFL Play 60 campaign approaches childhood obesity with a similar feeling of multiple teams coming together with a common purpose. NFL Play 60 isnt just telling you to be active; its recruiting you to join the movement by becoming an NFL Play 60 athlete.

Situation Analysis
The Mission
To make the next generation of youth the most active and healthy.

Brief History
The NFL Play 60 campaign was launched in October 2007 under the name What Moves U. The purpose of What Moves U was to teach children that it doesnt matter how you move, what matters is that you make physical activity a part of your day, each and every day. What Moves U soon evolved into the NFL Play 60 movement. The campaign was no longer just encouraging children to be active, but it was encouraging them to be active 60 minutes each day. Around this time, research had proven that children needed 60 minutes of physical activity a day to maintain a healthy lifestyle. <Appendix K> This was a prompt for the change in campaign. Soon after the campaign implemented these changes, NFL Play 60 utilized the power of many by teaming up with partner organizations. This is where NFL Play 60 stands today - a collaborative, team-oriented movement to get kids moving for 60 minutes every day. To date, NFL Play 60 has dedicated over $200 million to youth health and wellness.

Situation Analysis
Key People
Rodger Goodell
Roger Goodell officially began his tenure as the Commissioner for the National Football League in 2006. He is also the president of NFL Charities, the branch of the NFL which is behind the Play 60 movement. Goodell has been working with the NFL since 1982, he began his career with them as an administrative intern in New York. In 1987, Goodell was appointed assistant to the president of the American Football Conference. In 2001, he then was named NFLs Executive Vice President and Chief Operating Officer of the NFL. Goodell has a large presence in the Play 60 movement and made this statement in 2011 in regards to Fuel Up to Play 60, Fighting childhood obesity by getting kids to move more and eat better will take a lot of hard work. But through the NFLs partnership with national leaders in child health and wellness, we believe we can do it. The more active kids are, the healthier their lifestyles will be, creating longer and more productive lives.

Joe Browne
Executive Vice President of Communications and Public Affairs for the NFL

Greg Aiello
Vice President of Public Relations for NFL

Beth Colleton

Director of Community Affairs for NFL

The Problem: Childhood Obesity

Childhood obesity is a growing epidemic. The number of adolescents who are overweight has tripled since 1980, and experts predict that this is the first generation that will have a shorter life expectancy than their parents. Nearly 33% of children are either obese or overweight. Obesity can lead to a number of serious health issues including heart disease, high cholesterol, hypertension and diabetes. A lack of awareness on the severity of this disease is at the root of the issue, as well as poor daily life decisions such as unhealthy diet and lack of exercise. Children, ages 8 to 18 years of age spend an average of 7.5 hours per day using entertainment media and only one-third of high school students get the recommended levels of physical activity. This sedentary behavior will only increase as the prevalence of technology increases in the lives of our youth.

SWOT Analysis
Strengths: Website Celebrity endorsements Partnerships Budget NFL logo and brand awareness. High level of brand loyalty. Reach A variety of tactics

Weaknesses: A broad and varying audience Clarity Website leads to stationary activity Neglecting communities without NFL teams Social Media

Opportunities: More people are recognizing childhood obesity as a serious problem Government recognition of problem 95% of parents with children under the age of 18 believe that physical education is an important aspect of a childs curriculum A wide selection of celebrity endorsers Recent increase in state legislation regarding the topic of childhood obesity Reach out to neglected areas The abundance of national news coverage on childhood obesity means its more likely to gain exposure in the media Popularity of social media

Threats: Sensitivity of subject An abundance of national news coverage on childhood obesity could make it harder for NFL Play 60s message to stick out Public apathy and ignorance towards the problem of childhood obesity and its future repercussions Dependence on endorsements -- a celebrity endorser could do something to taint the NFL Play 60 image

External Analysis
The issue of childhood obesity is gaining attention in America which creates the perfect environment for the NFL Play 60 campaign to flourish in. More and more people are recognizing childhood obesity as a serious national problem. Along with this has come an abundance of media attention on the topic, which means that NFL Play 60 is more likely to receive coverage and attention. This also means that other campaigns are receiving attention and NFL Play 60 could get lost in the jumble of similar campaigns. Additionally, there has been a recent increase in state legislation combating childhood obesity, and it has found a great amount of support in the White House with Barack Obama and Michelle Obama making appearances in NFL Play 60s name. In addition to the support of the Obamas, there are numerous other celebrities interested in mobilizing for battle against obesity. NFL Play 60 already has the NFL teams and Taylor Swift on board, but theres an opportunity to gain even more support from the celebrity world. Celebrity endorsements being such an integral part of the NFL Play 60 campaign also poses a threat to the organizations reputation. NFL Play 60 must be careful that their endorsers keep a positive image in other areas of their life, so negative activities are not associated with the NFL Play 60 campaign. A celebrity slip up could quickly taint NFL Play 60s image, leading to a loss of support from the educational and parental communities. Although the issue of childhood obesity is gaining nationwide attention, there are still many people that are ignorant and apathetic to the problem and its potential repercussions. NFL Play 60 must be conscious of this reality. There are also people who consider the topic of obesity a very sensitive one. There are many emotional difficulties tied to obesity, so NFL Play 60 needs to react accordingly. NFL Play 60 should also be aware of ways in which they can increase their reach. NFL Play 60

primarily targets communities within a two-hour radius of the 32 NFL teams. Because of this structure, some communities are neglected. They have an opportunity to reach out to these untouched markets. They also have an opportunity to increase awareness for their cause by fully utilizing social media with the addition of a Twitter account and mobile apps.

Internal Analysis
A brand name like the NFL has a slew of positive implications attached to it. The National Football League has been around since 1920 and therefore has an immense amount of brand loyalty. Football has a strong sense of tradition in America which means that campaigns brought forth by the NFL carry with it an already-associated sense of patriotism because football is inherently American. This NFL logo and brand is a huge asset to this overarching NFL Play 60 campaign. Along with the NFLs logo and already established brand loyalty, is the massive budget that NFL Play 60 has available to them. This allows them to dedicate a good portion of their funding towards television advertisements on a national scale. Additionally, this has allowed them to forge numerous partnerships with organizations similarly aligned with the NFL Play 60s objectives. This multitude of partnerships gives NFL Play 60 more reach. A school may have a partnering program such as Fitnessgram at their school, but not NFL Play 60. Still, the NFL Play 60 logo will be attached to Fitnessgram, and therefore NFL Play 60 is moving towards its overall goal of fighting childhood obesity, while building brand awareness. Their multitude of partners also has a negative implication. Clarity of the organization is lost when there are so many branches attached to this tree trunk of an initiative. With so many similar, but unique initiatives attached to the NFL Play 60 campaign, the NFL Play 60 logo can sometimes get lost in the static. In addition to partnerships, the structure of the NFL Play 60 campaign also gives it a great deal of reach in the nation. They attack their demographic from a variety of sides including the school, community, and home. They expand this reach by targeting three major audiences educators, parents, and ultimately the kids. Because it targets communities and schools within a two hour radius of the 32 NFL teams across the nation, many areas throughout the nation are exposed to and impacted by this program, but it also means that states such as Hawaii, that do not have an NFL team associated with them, are being neglected. Additionally, covering a wide range of states means that the

audience isnt narrowly tailored towards specific demographics of race, gender, etc. Because of this lack of specificity, the message may not be received well by certain demographics. Another asset to the NFL Play 60 campaign is its array of celebrity endorsers including Michelle Obama, Barack Obama, NFL players from all 32 NFL teams, Taylor Swift, as well as others. Children look up to these celebrities. They are popular, so they know whats cool. Children are more likely to proactively take on a challenge such as pledging 60 minutes a day if theres an incentive to meet a celebrity. Another asset to this campaign is their website at www.nflrush.com. This is a highly interactive website that has sections tailored to specific parts of their audience including children, parents, and educators. Although this website is executed well, it can be counterproductive since an online site encourages stationary activity as opposed to movement and active play.

Partnerships
Action for Healthy Kids Action for Healthy Kids calls attention to childhood undernourishment, obesity and prevention tactics by collaborating with schools. In partnership with the NFL, Action for Healthy Kids developed Energizing After-school and Mini ReCharge!, two programs designed for students in grades 2-6 to learn about good nutrition and physical activity habits. ReCharge! and Mini ReCharge! are comprised of kits with lesson plans, equipment, information for families and more. The Ad Council The Ad Council is a private, non-profit organization that addresses current social issues. The NFL supports The Ad Council's special initiative aimed at conquering the youth obesity crisis in the United States with a dedicated Public Service Announcement (PSA) by using their "Be a Player, Get up and Play 60 minutes a Day" campaign message combined with the NFL's Play 60 Initiative. The American Heart Association The American Heart Association has put great efforts into promoting healthier lives free of cardiovascular disease and stroke. The NFL Play 60 Challenge is the NFL Play 60 in-school curriculum, created in partnership with the American Heart Association. The NFL Play 60 Challenge teaches educators and children how to integrate health and fitness into daily classroom lessons. The NFL Play 60 Challenge provides 50 short activities that teachers can integrate into their school day and that kids can implement at home. Boys and Girls Clubs of America The Boy and Girls Clubs of America creates clubs and programs to enhance the development of children by instilling in them a sense of competence, usefulness, belonging and influence. The NFL has a strong tradition of partnering with and funding a wide range of programs with The Boys & Girls Clubs of America, who has successfully enriched many communities. The Boys & Girls Clubs of America maintain and help manage the NFL's Youth Education Towns across the United States.

Brax Fundraising LTD. Brax Fundraising is one of the leading fundraising companies in the U.S. The NFL and BRAX teamed up to promote Back to Football Friday in schools and offered additional funding to schools that hosted a Spirit Cups fundraiser and Back to Football Friday celebration. Cartoon Network Cartoon Network is a leader in childrens television with a tradition of cartoon programming. NFL Play 60 and Cartoon Network teamed up to present the NFL Play 60 Super Kid contest at Super Bowl XLIV and will continue the partnership at Super Bowl XLV. Additionally, NFL Play 60 had a presence at Cartoon Networks nationwide Move It Movement tour. This fall, Tony Gonzalez, tight end for the Atlanta Falcons, and his son Nikko will appear in the My Dads a Pro series on Cartoon Network. EA Sports EA Sports is an award -winning developer of sports-related video games. In conjunction with EA Sports, the NFL hosted a Play 60 football festival to celebrate the launch of Madden NFL 10 and Madden NFL 11. Both festivals brought together hundreds of middle school youth for NFL flag football instructional clinics and simulated EA Madden sports training. This fall, EA Sports will be releasing EA Sports Active NFL Training Camp for Wii which will feature Play 60 content. Fitness Gram Play 60 has teamed up with FITNESSGRAM by creating the NFL Play 60 FITNESSGRAM which provides schools and afterschool organizations participating in Play 60 programs to gauge effectiveness. FITNESSGRAM is the premier fitness assessment. It emphasizes health-related fitness for life by measuring three components 1) aerobic capacity; 2) body composition; and 3) muscular strength, endurance and flexibility. Results, tabulated by age and gender, are printed in report card format, so that physical education teachers can educate families and students and encourage healthy behaviors. Gatorade Gatorade is a leading sports drink on the market. The Gatorade Junior Training Camp (JTC) is a grassroots, community outreach program designed to teach boys and girls age 8-14, footballrelated skills in a non-contact environment. Through this program, coaches and volunteers emphasize the importance of being active for 60 minutes every day as well as life lessons such

as teamwork, responsibility, and respect. Health-E-Tips Health-E-Tips is dedicated to bringing physical activity and health education to the classroom and to the office. The NFL works with Health-E-tips in order to provide health and wellness tools to fans and employees. Health-E-tips shares in the NFL Play 60 mission to fight childhood obesity and help people adopt healthy habits. They are providing specialized quick fitness routines to NFL employees and distributing three minute activities recommended by NFL players to all of the organization's partner schools.

HOPSports HOPSports is a training system that empowers teachers and engages students. The HOPSports Training System delivers physical education to many of today's youth with its unique multimedia, technology driven, standards-compliant physical education system. The NFL and some of its Clubs use HOPSports Training Systems to teach and promote physical education at their Youth Education Towns (YET Centers) and at League and Club sponsored events. Lets Move! Lets Move! is a program created by first lady, Michelle Obama, to solve the epidemic of childhood obesity in this generation. At NFL Kickoff 2010, Michelle Obamas Lets Move! campaign officially teamed up with NFL Play 60. The NFL filmed a NFL Play 60 public service announcement with President Barack Obama on the White House lawn as NFL players taught football skills and drills during the Obamas 2010 Easter Egg Roll. NFL Play 60 is a supporter of the Presidents Council for Physical Activity and the PALA awards.

KaBOOM! KaBOOM! is a national nonprofit dedicated to saving play for Americas children. In addition to building playgrounds with NFL teams and athletes, KaBOOM! is also working hand-in-hand with the NFL's Play 60 campaign to give grants to communities working to improve their local parks and playgrounds through the KaBOOM! Play Day Program.

NASPE The National Association for Sport and Physical Educations (NASPE) mission is to enhance knowledge and improve professional practices, by increasing support for high quality physical education, sport and youth physical activity programs and developing physical education standards. NASPE partners with the NFL to promote the importance of physical fitness and healthy lifestyles. National Dairy Council The National Dairy Council informs both professionals and consumers about the various benefits of dairy products. The NFL and National Dairy Council have come together to create Fuel Up to Play 60, a national in-school program encouraging youth to combine physical activity with nutritious eating habits. Fuel Up to Play 60 provides playbooks and activation kits to schools K-12 and challenges students to track and improve upon their own health and wellness.

Nickelodeon Nickelodeon is a cable channel focused on creating innovative kids television. The NFL served as the primary partner for Nickelodeon's "Let's Just Play" campaign. "Let's Just Play" and "Play 60" are similar in that they both aim at creating and maintaining healthy lifestyles for kids and getting kids active throughout the day. The NFL and its Clubs also participate in Nickelodeon's "World Wide Day of Play" by encouraging the youth to participate in team-sponsored activities.

P&G Procter & Gamble is a global company that provides consumer products in the areas of pharmaceuticals, cleaning supplies, personal care, and pet supplies. An official NFL sponsor, Proctor & Gamble has demonstrated their support for NFL Play 60 in national print campaigns. As part of P&Gs Take it to the House Contest, P&G will be making a $10,000 donation to a health and wellness organization in the community of the contest winners.

PlayWorks Playworks is a national nonprofit organization that supports learning by providing safe, healthy and inclusive play and physical activity to schools at recess and throughout the entire school day. NFL Play 60 and Playworks are working together to provide Play 60 Zonesat select NFL games. In these youth-friendly areas, Playworks coaches will lead participants through various interactive games.

Presidents Challenge Program The President's Challenge is a program that encourages all Americans to make being active part of their everyday lives.The NFL has rallied its support behind the Presidents Challenge Program, more specifically the organizations goal to increase the number of Presidential Active Lifestyle Award (PALA) recipients. To earn a PALA, you need to be active 60 minutes a day, at least 5 days a week, for 6 out of 8 weeks.

Under Armour Under Armour is an American sportswear company. It has clothed NFL Play 60 events including the 2010 Draft and Kickoff Youth Football Festivals as well as various Pro Bowl and Super Bowl Clinics in 2010.

United Way United Way is a coalition of charitable events in the United States. The NFL and the United Way have one of the longest running public service partnerships with more than 1,000 PSAs airing over the course of the 35-year relationship. The United Way has joined the NFL in the fight to reverse the childhood obesity epidemic. Additionally, the NFL/United Way Hometown Huddle partners United Way offices with NFL Clubs to conduct a fitness-focused day of service.

Media Coverage

Since Play 60 has a number of grassroots campaigns, a lot of the coverage that they

receive is found in local media outlets, such as local newspapers, radio, and local news stations. Since the Play 60 programs are primarily targeted to communities and schools around the 32 NFL teams, this is where the majority of the media coverage can be found. However, Fuel Up to Play 60 has also received some media attention in other regions not included in the 32 club demographic. For instance, Oklahoma City news station WARN and Witchita Falls, Texas news station KFDX has covered Fuel Up to Play 60, as a Play 60 event had occurred in their hometown. Play 60 is a relatively new movement, and they have yet to see a substantial coverage in national media outlets, such as the major news stations or talk shows. However, Play 60 has been covered in several national newspapers. USA Today printed an article in 2011 titled, Its time to get moving. (Appendix C). The New York Times also printed an article in 2008 (Appendix D). As the campaign diversifies and continues to gain credibility, it will in turn receive more national media attention. http://www.youtube.com/watch?v=aj6xKVmJa-w- Oklahoma City local news coverage http://www.youtube.com/watch?v=K4A7Q8JMoIg - Witchita Falls, TX local news coverage

In-Depth Media Coverage about Obesity and Play 60 On March 15, 2011, Washington Post Live, in partnership with Fuel Up to Play 60 and Gen YOUth Foundation, hosted a conference called Weighing in on Americas Future: Childhood Obesity Summit. At this conference, children were invited to listen, learn and provide their own solutions about the childhood obesity epidemic. Several celebrities and politicians were present, namely Dominique Dawes, Iowa Senator Tom Harkin, Deputy Secretary of Agriculture Kathleen Merrigan, and Former Maryland Governor Bob Ehrlich. Noteworthy chef Carla Hall, from Bravos Top Chef was also present to cook for the conference. After the summit took place, it was extensively covered with an editorial spread in the Health and Science section of the Washington Post on March 22nd. The article not only reported the event but also went very in-depth providing information about childhood obesity and how it can be prevented. The spread consists of dozens of articles and advertisements, all pertaining to its subject. The spread is segmented so that it shows the points of view of many different groups of people. It includes words from parents, chefs, the government, schools, communities,

athletes and health care leaders. The spread also goes into great detail about the growing statistics of the epidemic. The NFL and Fuel Up to Play 60 are mentioned several times in the spread, supplementing the articles argument for increased physical activity and nutrition in schools. There is also a one-page advertisement for Fuel Up to Play 60. To see the article, See Appendix F.

Research
According to a childhood obesity study conducted by the US Department of Health and Human Services, the number of adolescents who are overweight has tripled since 1980. Not only has the number of children who are obese or overweight have steadily increased (see chart on left), but it was also recorded that the average weight of the heaviest children has increased as well. A survey conducted by NHANES in 1999-2002 found that obesity affects minority populations, specifically African American (21%) and Mexican American (23%) adolescents more than non-Hispanic white adolescents (14%). Obesity at an early age allows an individual to be more susceptible to developing chronic illnesses, such as high cholesterol, hypertension, depression and type 2 diabetes. Studies have shown American Indian, African American and Hispanic/Latino populations are more likely to develop Type 2 diabetes. Thinking long-term, overweight adolescents have a 70 percent chance of becoming obese adults. Consequences of adult obesity include even more health complications, high medical bills and low self-esteem. The study attributes this upper-ward trend in statistics to a variety of factors. Firstly, the study discusses the change in nutrition and eating habits that has occurred over the years. The study suggests that in general, children are eating more meals away from home, and snacking more often. The rise in popularity and convenience of fast food restaurants has also led to a decrease in healthy food consumption. The USDAs National Food Consumption Survey has concluded that recently there has been a decline in breakfast. Portion sizes have also

increased. Milk consumption has also declined, while soda consumption has increased dramatically. Another cause of this childhood epidemic outlined by the study was the increase in physical inactivity and sedentary behaviors among youth. With advancements in technology and its increase in popularity, cross sectional data has shown that only one-third of children and adolescents are getting the adequate amount of daily physical activity. It is estimated that children are spending 25 percent of their time (awake) watching television. Watching television not only leads to lack of calorie expenditure but also contributes to calorie intake due to snack consumption while watching TV. Another factor that plays into the obesity epidemic is the physical environment. Those living in urban areas have difficulty finding areas in which they can be active. With lack of outdoor recreation, neighborhood crime and busy traffic, children are inhibited from spending time outside. Parental Influence also plays are large part in the increase in obesity among youth. It is the parents that do the grocery shopping and ultimately decide what their children are eating on a daily basis. Also, parental food preferences can directly influence a childs diet. Often times, children are left unsupervised and have the freedom to eat whatever is available to them in their residence. The article discusses how these factors combined have contributed to this growing epidemic. Other possible causes include genetics, advertising, and socio-economic status. In conclusion, the imbalance of caloric intake is what ultimately leads to obese individuals. For the full text, see Appendix K. The American Heart Association conducted a study titled, Physical Education in Schools- Both Quality and Quantity are Important. The AHA asserts that daily physical education is vital for the development of a healthy, well-rounded individual. Being exposed to physical activity at an early age has proven to foster lifetime positive attitudes and behaviors about maintaining healthy habits. The AHA discusses how the improvement of physical education programs in the school system will not only improve prevention of obesity, but also help to reverse this growing epidemic. The AHA recommends that a child engages in at least 60 minutes of physical activity each day. Since children spend half of their day at school, it makes sense that some of that

time, even if it is just for 30 minutes, should be spent doing physical activity. Unfortunately, only 3.8% of elementary, 7.9% of middle and 2.1% of high schools provide daily physical education for the entire school year. Seeing that obesity is a rising concern, there is vast public support (95% of parents with children under the age of 18) for physical education as part of the school curriculum. Several studies have provided evidence that physical education can lead to other benefits beyond fitness. Experts have found that students academic performance and cognitive ability is positively correlated with time spent in physical education. Physical activity also has a positive impact on tobacco use, insomnia, depression and anxiety. The AHA article then goes on to explain that even if physical education is included in the curriculum, that does not necessarily mean that it is effective. It is imperative that the actual quality of physical education is addressed. AHA suggests that all school districts have a planned, sequential curriculum that adheres to national and state standards. In addition, there should be a physical education coordinator at the state level who provides resources and support to their schools. Physical education programs should have appropriate equipment and both indoor and outdoor facilities. The state should also require physical education for graduation and count PE grades as part of the students over grade-point averages. In terms of quantity of physical activity, it is suggested by the AHA that children in elementary school engage in at least 150 minutes of physical education (not activity) per week, 225 for children in middle school and high school. At least 50 percent of class time should be spent doing moderate to vigorous activity. In conclusion, by focusing on the quality, quantity and intensity of these physical education programs, this nation will see a change in overall health well-being, leading to physical wellness for a lifetime. A lifetime commitment to health and physical well-being will in turn reduce and prevent obesity among the population.
For the full text, see Appendix L.

Planning
Goal
The goal of the NFL Play 60 campaign is to build positive brand awareness while tackling childhood obesity, to make the next generation of youth the most active and most healthy yet.

Objectives
The NFL Play 60 campaigns primary objective is to foster involvement in the NFL Play 60 movement from communities and schools within a two-hour radius of one of the 32 NFL teams. Distribute and collect thorough and relevant data from the FitnessGram assessments Obtain additional partnerships (to increase reach in different markets) Large quantity of website traffic Large quantity of participant entries in Play 60 contests Large quantity of participation in school programs Large amount of participation in community programs

Audience
NFL Play 60s primary audience is educators and the parents/guardians of its secondary audience, the youth they are trying to affect. This primary audience lives within approximately a two hour radius of one of the 32 NFL teams. Many of the programs NFL Play 60 offers require school consent as well as parental consent, so it it necessary that the message reach their primary audience if its ever to make an impact on the children. Additionally, children spend approximately half of their time in school and half their time at home, which means that the physical activity and eating habits of children are primarily determined by their schools and parents/guardians. Lastly, parents/guardians are many times responsible for bringing children to these events and programs, so they must be on board, before the secondary audience is even given the choice. The secondary audience is the children NFL Play 60 is trying to impact. These children are in grades K-12, although many programs are mainly geared towards children age 9-13. This

Planning
audience also lives within a two-hour radius of one of the 32 NFL teams.

Messages
NFL Play 60 is presented as a complete movement towards a healthy lifestyle. It challenges educators and students to make your school a Play 60 school. It challenges parents and children to impact your community with NFL Play 60. It challenges parents to bring NFL Play 60 home to your kids. And, it challenges children to become an NFL Play 60 athlete. There is a very all-encompassing tone that is conveyed through this invitation to join the movement or often times in advertisements is indicated by getting on a bus. Just like you dont want to be the one whos left off a team in kickball, you dont want to be the one who doesnt join the movement. Dont be left out; pledge to play 60, and you too can join the movement.

Slogan:
Join the movement.

Implementation
Tactics FitnessGRAM Assessment
At the end of 2009, Play 60 partnered with the non-profit organization, the Cooper Institute, and launched FITNESSGRAM, a fitness assessment tool that measures youth health. The grant gave free access of assessments to1,120 schools and will be conducted over the course of 3 years. When the study began in 2009, 14.6 million students participated. This vast, longitudinal data will track health-related fitness results and can be used to educate parents and kids and encourage healthy behaviors. The assessment consists of five tests, being aerobic capacity, body composition, muscular endurance, strength and flexibility. The students in participating schools will be tested at the beginning and at the end of the year. Schools are expected to send home at least one FITNESSGRAM report card for all the students who were tested. For more information about FitnessGRAM and their assessments, visit, http://www.nflplay60fitnessgram.com/fitnessgram.cfm.

Partnerships
By partnering up with several different relevant organizations, the NFL has found a way to join and work with its competitors, not against. Since everyone is working toward one common goal, to beat childhood obesity, it is in these organizations best interest to join forces to tackle the issue together. One major advantage about teaming up with other organizations is that it is an excellent way to gather and utilize the expertise from other fields. For example, the NFL partnered up with the National Dairy Council to create an in-school program which promotes both healthy eating and physical activeness. By using the National Dairys Councils knowledge about nutrition, Play 60 is able to strengthen and diversify their program and efforts. In addition, the NFL has partnered up with the American Heart Association, another organization with a great deal of valuable and relevant knowledge about the importance of fitness in regards to health. By using these allies, the NFL saves themselves a great deal of time and energy when gathering research, information and ideas. In addition, by attaching these accredited

Implementation
organizations to the movement, it strengthens and further legitimizes the overall message of the movement.

Website
For Kids: Play 60 Great Play Ideas: NFL Players provide easy and fun activity ideas for gym classes or after-school programs. The games and activities that are posted require little or no equipment and can be done anywhere. Provides instructions and materials on how kids can bring a Play 60 program to their school or community Provides information on how students can apply to various contests Videos and photos on past Play 60 events, programs and contests. Many feature NFL athletes. Kids can become a Play 60 member. As a members, kids can: o Take a pledge to play 60 everyday o engage in competitions with other student members and can track their progress through a badge point system o Play 60 online games available to those who are members of the site

Implementation
For Parents: Online tips from healthy eating from Play 60 nutritionist Sue James. Playground locator: Tool for finding the closest park or playground in your area. Compilation of research about nutrition and physical activity. Includes articles, fact sheets and links to outside health websites

Contests
Play 60 and their partnering organizations offer a variety of contests available to kids of all ages. Some of the most noteworthy contests from the past include:

Implementation
Back to Football Friday Every fall before the NFL season begins, students around the country can show their NFL-team pride and their commitment to a healthy lifestyle and have a chance to win $10,000 youth fitness grant for their school. Play 60 Super Bowl Contest Kids write two essay explaining what health and wellness means to them. The winner of the essay contest is named NFL PLAY 60 SUPER KID and is honored on the field at the Super Bowl. The top 33 applicants are named PLAY 60 Ambassadors.

Community-Based programs
NFL FLAG Football A youth football league for boys and girls ages 5-17. The goal is to teach the fast-paced, noncontact sport of flag football while also teaching sportsmanship and leadership lessons. There are two seasons each year, one in the Fall and one in the Spring. There is the $20 equipment cost per player. The program puts on regional and national tournaments as well as starts up several leagues all over the country. For more information about the NFL FLAG Football program, visit http://www.nflflag.com/. NFL Punt, Pass and Kick This skills competition for kids ages 6-15 allows kids to compete against their peers in three categories, punting passing and place kicking. The kids are split up in 5 age divisions. The competition takes place from July through January and is completely free for the the organizers and the youth participants. For more information, visit http://www.nflppk.com/.

School Programs
Fuel up to Play 60 NFL Play 60 has partnered up with the National Dairy Council and has created an in-school program to promote nutrition and activity. This is Play 60s biggest program sector. The

Implementation
premise of the campaign is to provide the students and teachers with the materials necessary to implement change in their school. The goal is to have the students be the ones who come up with the ideas and events which facilitate the change to a healthier lifestyle. Interactive website where students are able to sign up for the program, download tools and resources to help implement healthy habits, track other schools also involved in the program and take fun challenges to unlock rewards and prizes Free Fuel Up to Play 60 Wellness Activation Kit: program guides with ideas and tools to implement healthy eating and physical activity initiatives. The kit also includes promotional materials such as posters, banners and videos. Gives grants to schools for improvements in nutrition and physical activity Youth Social Media Partnerships: Online games, virtual worlds and blogs to engage youth NFL Player School Appearances in selected areas Student Ambassadors Keep Gym in School NFL Network has been offering grants to school districts around the country to help fund facility upgrades, PE instructors and equipment for classes. Play 60 Challenge This program is partnered with the American Heart Association. It is a 4-6 week program provides easy ways to get your school more active and healthy throughout the school day. The program introduces short 3-5 minute activity breaks into the curriculum. For more information, visit

Articles
Summary of Articles
The article Being Active Together: How To Raise a Physically Educated Child (Appendix A), discusses the severity of the obesity epidemic and how to reverse it by through physical activity and proper diet. The article discusses the importance of parental influence in terms to encouraging their kids to be active everyday as well as serving their kids nutritious foods. The author, Sandy Wilson, mentions Play 60s campaign as a supplement to her advice for raising a physically educated child. Wilson also offers Play 60s website as a resource for educators, parents and children to obtain information and ideas. Wilson discusses her theory on the proper format of a quality fitness education class. She believes that basic fundamentals such as striking, kicking, running, balancing and weight transfer should be mastered first by young children before they are introduced to fitness in more complex ways, such as games, dance, fitness and sport activities. The article, Obesity; 'Welcome to the NFL' Says Healthy Weight Commitment Foundation, reports on the joining of the NFL Play 60 movement to the Healthy Weight Commission Foundation in April of 2011. HWCF executive director calls NFL is a symbol of physical fitness as well as calls them a significant force curbing obesity about kids through NFL Play 60. It goes on to discuss the background of the Play 60 organization and goes into brief detail about some of the resources the campaign has to offer. The NFL is the second professional sports organization to become a member of the HWCF. For more information regarding this article, see Appendix B. The USA Today article, Its time to get moving (Appendix C), covers the NFL Experience event put on during Super Bowl week (first week in February). The event, sponsored by Play 60, put on a number of youth football clinics where over 2,000 kids participated. The event was attended by several big names in the NFL, including Dallas Cowboys Orlando Scandrick and Cincinnati Bengals Chinedum Ndukwe. The article briefs discusses the goals of the Play 60 campaign. NFL Takes Active Role Against Obesity, written by Judy Battista in the New York Times, covers an NFL player appearance during an NFL annual day of service event in Manhattan. During this day of service, NFL players across the country conducted football clinics, rebuilt parks and spent time with children. The article discusses Play 60s goal to promote physical activity everyday for 60 minutes as well as discuss the influence a positive role model can have on relaying their message. The article takes quotes Dr. David Ludwig, the director of childhood obesity program

Articles
at Childrens Hospital in Boston. Ludwig spoke positively about play 60s efforts, but advised that they keep their message consistent. He urges the Play 60 movement to provide a more equal and comprehensive message about nutrition, physical activity and reducing junk food intake. He also urges that the NFL players be mindful that they are role models to the young generation and that they should lead by example in adopting some of the healthy habits that Play 60 promotes. For the full text see Appendix D. The article, Back to the Basics: Eat Right and Get Active (Appendix E), discusses the childhood obesity epidemic as well as highlights three main voices that have called attention to the importance of this growing disease by strengthening health and physical education in the school system. The articles names the National Football Leagues (NFL) as one of those voices. The author, Deborah Rhea, mentions one of Play 60s programs in particular, Keep Gym in School. It touches on the programs main objectives, which is to promote the importance of physical activity during the school day. It also highlights the campaigns expansion and success, reaching over 150 schools across the country during the 2009-2010 school year. The other voices that Rhea names were the United States Army and First Lady Michelle Obama in regards to her Lets Move! Campaign. Rhea concludes in saying that in order to change behavior, there need to be a change in ones environment, which is why the power rests in the school system to initiate this change.

Content Analysis When examining externally-produced newspaper articles and internally-produced promotions for the Play 60 campaign, one can notice several differences. For instance, these two different media forms have different focuses. The news releases focus mainly on the Play 60 programs while the articles really hone in on the issue at large and use Play 60 to supplement that. Looking at the article, Being Active Together: How To Raise a Physically Educated Child (Appendix A), one notices that Play 60 is only mentioned towards the end of the article in a way to add evidence to their argument about stopping obesity; Play 60 is not the articles main theme. The same holds true for the article, Back to the Basics: Eat Right and Get Active. The Play 60 program, Keep Gym in schools, was only of the three examples that were provided by the author. While all forms of the media showed Play 60 in a positive light, there was one article that provided advice for the organization. In the New York Times article, NFL Takes Active Role against Obesity, Dr. David Ludwig, director of the childhood obesity program at Childrens Hospital advises the organization to broaden their message and remain consistent.

Articles

signifying that there is room for improvement. I also noticed that the materials released by Play 60 and its partners went into more detail about the goals and objectives of the movement. They also go into more detail about their partners and the role that they play in the campaign. For instance, looking at the press release in Appendix I, Sports Authority and NFL PLAY 60 Kick Off 'Pass the Good' Donation Program: Sports Authority teams with the NFL and USA Football to Help Youth Get Active and Play 60 Minutes Every Day, it goes into great detail at the end of the publication about the Sports Authority Company and USA Football. The same holds true for the press release announcing the Obesity Summit (Appendix G). The announcement is sure to include information about its partnering organization, Gen YOUth. In fact, these press releases actually go into more detail about the partnering organizations than they do about Play 60. The externally produced articles on the other hand, tend to attribute the programs that they report only to Play 60, and fail to mention the partners involved.

Social Media
Official Facebook Page for NFL Play 60 and Fuel Up to Play60 Includes photos, videos about school events Provides information about the movement and the programs offered under Play 60 Explains how people can get involved Includes easy and healthy recipes for breakfast, lunch, dinner, dessert and snacks Discussion forums where people are able to share their ideas about how to become and stay active and healthy

Twitter When searching Play 60 or Fuel Up to Play 60, no official twitter page was found. However, both of these were mentioned several times by twitter users. All of the comments about the programs were positive.

Phone Interview: Julie Stefko

Julie Stefko has served as the Youth Fitness Project Manager for the Cooper Institute since 2007. Since the start of the NFL Play 60 FintessGram partnership in fall of 2009, Stefkos main responsibility has been to serve as the liaison between the two organizations. Before she came to the Cooper Institute, she worked as the McKinney Independent School District where she taught physical education and health and took on a variety of coaching roles. She received her Masters of Science degree with an emphasis in adapted physical education from Texas Womens University. She completed her undergraduate studies in physical education at the University of Wyoming. Her passion for fitness is further reflected in her personal life. Stefko is a member of the American Alliance for Health, Physical Education, Recreation and Dance, as well as the Texas Alliance for Health, Physical Education, Recreation and Dance. Interview In December 2009 NFL Charities awarded FitnessGram with a $1.8 million dollars grant to conduct a three-year longitudinal study The goal of FitnessGram/NFL Play 60s partnership is to allow the most schools to benefit from FitnessGram, launch new future research efforts, and continue to develop the FitnnessGram assessment. Their primary objective is to implement FitnessGram in 1,120 schools by the end of the three-year contract. Their secondary objective is to promote the Play 60 Programs in the schools they have reached. (Same was done in the contrary, schools which participate in

Phone Interview: Julie Stefko

Play 60 promoted FitnessGram). o Each of the 32 NFL teams was given 35 grants to distribute within a two-hour radius of their region. o Current progress: To date 700 schools have implemented the assessments, a drastic increase from the 500 schools it had in September. o Anticipate reaching 1,000 schools by the end of January 2012. FitnessGram Assessments o Have become completely web-based. o Criterion-referenced standards of measuring. Sets assessment apart from Presidential Fitness Assessments which measures in national percentile standards. o Assessment is supplemented with student and physical education teacher surveys which provide qualitative data on their attitudes and behaviors of physical activity. o The kit includes a manual and CD. Strategy o Traveling exhibit booth shown at national PTA conferences and education conventions. These booths promote the FitnessGram assessment as well as the NFL Play 60 challenge. o Produced a 30 second PSA and 7 minute testimonial documentary further advertising the assessments, which can be found on the FitnessGram website. Communication with NFL Charities o Stefko submits quarterly reports on progress of study. o Bi-monthly conference calls to maintain partnership. Whats Next? o In September 2012, there will be a wrap-up analysis of data collected thus far. This will also mark the end of the NFL Play 60/FitnessGram contract. o At the end of the 3-year contract, FitnessGram hopes for a renewal of contract with NFL Charities

Similar Campaigns
The Presidents Challenge: The Presidents Council on Fitness Sports and Nutrition is a governmental organization that promotes, encourages and motivates Americans of all ages to become physically active and participate in sports. This organization launched the Presidents Challenge in September of 1957. Much like the partnership between Play 60 and FitnessGram assessments, the Presidential Challenge has a very similar approach to achieving their goal of increased physical activeness. Their goal is to motivate and encourage physical activity through obtaining and recording research-based information. These two campaigns do differ in their audiences. Play 60 focuses solely on youth while the Presidents Council has different efforts that target all age groups. The basis of their campaign is four challenges. The first is the Physical Fitness Tests that is held in schools. The second is the Adult Fitness test which is geared toward adults. The last two challenges, the Presidential Active Lifestyle Award (PALA+) and the Presidential Champions Challenge are geared for both adults and kids interested in making physical fitness and healthy nutrition a part of their everyday life. The largest and most popular challenge, the Physical Fitness Test, tests students ability with five activities, curl-ups, shuttle run, endurance run/walk, pull-ups (or push-ups or flexed-arm hang as a supplement), and the v-sit reach.

What sets Play 60 apart from the Presidential Challenge While the Presidential Challenge holds much credibility seeing that they are a governmental organization and has been around for over 50 years, they do lack certain key components. While their goal is to encourage physical wellness, they fail to promote this in several different creative dimensions like Play 60 does. They do not to possess any social media efforts and they do not have nearly as many opportunities for the community to get involved. They merely implement a variety of fitness assessments and challenges, most geared toward schools or individuals. Play 60 takes a more multidimensional approach, offering a variety of ways for people to get involved from individual contests, to community events, to school programs.

Similar Campaigns
Lets Move! Americas Move to Raise a Healthier Generation of Kids Lets Move!, launched in February of 2010, is an initiate created by First Lady Michelle Obama to combat childhood obesity within a generation. The goal of this movement is to instill healthy habits in children in their earliest years on life. Their main premise is to provide helpful information about creating and maintaining healthy lifestyles to parents and educators so that they can relay these practices to their children. They hope to do this by providing healthier food in schools and ensuring that every family has access to affordable, healthy food choices, and helping kids become more physically active. The Lets Move! Campaign puts on Meetups all over the world. These Meetups can be but are not limited to, meetings, cooking classes, physical activity in a park, or group discussions. Lets Move! Has also created a comprehensive website much like Play 60 which goes into great detail about how to get involved with the movement as well as a variety of health tips and information.

What sets Play 60 apart from Lets Move! While Lets Move has almost the exact same goals and audiences as Play 60, they fall short in catering to their secondary audience: the kids. They fail to provide a childrens website where the kids can learn about getting involved. They also do not have programs and activities specifically for the kids such as the contests and competitions like PLay 60 does. Lets Move also differs from Play 60 in that they are a worldwide campaign. This can either work for or against them. Having a broader scope may potentially hurt their results because their time, money and efforts has to be more spread out. On the other hand, a global campaign can prove to be more successful, because more people from different cultures and backgrounds are exposed to their messages.

Evaluation
Play 60s Evaluation
Based on statistics, it seems that NFL Play 60 has been successful in getting communities and schools on board with their campaign and partnering organizations. In the 2009-2010 school year, the FuelUptoPlay60 in-school program reached 66% of schools nationwide. Additionally, over 300,000 students had participated in the program thus far. To date, the longitudinal FitnessGram has signed a 3year contract with over 700 schools and they expect to hit their goal of 1,020 schools by January. Because this campaign is still going on, the results are limited, but based on the available milestones; we can only assume that this campaign is moving towards an even more successful finish.

Our Evaluation of the Play 60 Campaign

We believe that the NFL Play 60 campaign is meeting its objectives as it moves towards its overarching goal. We do think there can be changes made to the structure of its partnerships. Its various partnerships are a positive asset to this organization because it does give the program a greater reach and a further contributes to the magnitude of the movement. But, we think that they should draw clearer lines between some of its partnering organizations to give more clarity to the structure of the campaign. After speaking with Julie Stefko, from FitnessGram, we learned that it seems slightly unclear to the partnering organizations what the specifics of their relationship with NFL Play 60 are. Perhaps NFL Play 60 can work harder to collaborate with these partnering organizations they are promoting. Drawing clear lines between these partnerships will ensure that NFL Play 60 is benefiting from the relationship, while still pursuing its overarching goal. Additionally, we believe there is room for growth with the website. The Fuel Up to Play 60 is a highly interactive website with many opportunities to be a part of the movement and to learn about what is going on. While we found that the concept of the website was very creative and fresh, we felt that it was a bit too complex for a child to engage in. NFL Play 60 might consider revamping the child portion of the website to be more kid friendly since fundamentally this initiative is about the kids implementing the change. Additionally, although NFL Play 60 has a website in place, their PR team is not utilizing social media to its greatest potential. NFL Play 60 does not have a Twitter page or any coordinating phone apps. It does have a Facebook, but its fan base is not nearly as big as it could be. On a more positive note, we believe that the Play 60 program has implemented many of their tactics successfully and creatively. The first thing that we realized when we researched the campaign was how mult-dimensional it was. There are countless ways and avenues in which all three audiences (students, parents and educators can join the movement). Also, by using the NFL athletes as the face of the movement, Play 60 has already gotten its audiences hooked. Not only do kids look up to these athletes,

but so do the adults who also grew up with the NFL in their childhood. Using these figures as roles models is extremely beneficial for the overall cause, because the audiences will actually listen. I NFL has done an excellent job in increasing their brand awareness by attaching football to many of the programs in the movement. It brings attention to the teams and the players, which ultimately increases the leagues popularity in the eyes of the audience. An increase in popularity leads to an increase in brandy loyalty and ultimately in an increase in profits.

Appendix A
Being Active Together: How To Raise a Physically Educated Child
Obesity has become an epidemic in the United States, prompting First Lady Michelle Obama to adopt the "Let's Move" campaign in the hope of ending obesity within a generation (http://letsmove.gov/). Such a problem deserves widespread attention, as an estimated one in three children are considered medically obese (letsmove.gov/). The problem appears to be increasing, as obesity rates have tripled in the past 30 years (letsmove.gov/). Overweight and obesity result from an energy imbalance, or the consumption of too many calories with insufficient physical activity (www.cdc.gov/obesity/). Experts on this subject have reached a very sobering conclusion: for the first time in centuries, children may face a shorter lifespan than that of their parents, despite medical and technological advances. Undoubtedly, many need a better understanding of physical education. This article outlines a few essential components of physical education and provides several resources for families interested in learning and doing more. Four questions are considered: "What does it mean to be physically educated?," "What does a quality physical education program entail?," "What can we do for family physical activity and recreation time?," and "Where can I turn for resources?" What Does It Mean To Be Physically Educated? Some parents, teachers, and family members may remember their physical education class days with great joy, while others were humiliated, picked last for teams, or made human targets in a game of dodge ball. Today's physical education classrooms are significantly different from many of the past, and should include multiple opportunities for children to gain the skills, knowledge, and attitudes to be physically active for a lifetime. The National Association for Sport and Physical Education (NASPE, 2004), the professional organization responsible for the development of national curriculum standards for grades K-12 in physical education, states that a physically educated person "pursues a lifetime of healthful physical activity" (p. v) and * Has learned skills necessary to perform a variety of physical activities * Knows the implications of and the benefits from involvement in physical activities * Does participate regularly in physical activity * Is physically fit * Values physical activity and its contribution to a healthful lifestyle, (p. v) Children should be active each day, be physically fit, and know how and why to perform skills and activities; this will lead to a lifelong attitude of valuing physical education and activity. Parents and classroom teachers can play a vital role in promoting the importance of physical activity. A great interactive resource in your quest to be physically educated may be the Dietary Guidelines for Americans, distributed by the U.S. Department of Agriculture (www.mypyramid.gov/). This reference gives science-based advice on food and physical activity choices for health and has a plethora of wellness information for teachers and parents. What Does a Quality Physical Education Program Entail? NASPE suggests that children's elementary physical education programs should include a curriculum that

Appendix A contd
provides many opportunities to develop the movement competencies that allow successful participation in a variety of physical activities, while simultaneously promoting fun. Successful physical education curricula are structured around skill themes and movement concepts. Skill themes and movement concepts are generic and not tied exclusively to any sport. The skill theme is considered the "what," such as striking, kicking, and running, while the movement is defined by the "how," such as fast, slow, high, low. Children should become competent in the building blocks of physical movement, performing a variety of locomotor actions (e.g., walking, running, galloping, skipping, sliding), as well as non-manipulative actions (e.g., balancing, weight transfer) and manipulative skills (e.g., striking, kicking, throwing). Once students are competent or even proficient at these skills, they can later perform them in more complex ways, including games, dance, fitness, and sport activities. Children's self-esteem and confidence will grow with repeated opportunities to practice these skill themes with success, leading to increased choices for physical activity at home throughout their school-age years and beyond. Fitness should be an integral part of every physical education class, and should be assessed in five areas: body composition, muscular strength, muscular endurance, flexibility, and aerobic capacity. Being physically educated also requires an important emotional component. In other words, valuing and appreciating the importance of physical activity is equally as important for lifelong fitness. Finally, fitness should be fun. Consider finding ways to get involved by going to www.aahperd.org/naspe/advocacy/events/ mayWeek/index.cfm. Meeting and asking questions of the physical education teacher is another way to promote physical education, and is just as important as communication with the academic teacher. Find out about the physical education program and how your child is developing within the class. Make sure that physical activity is not being used as punishment. How will children ever learn to love physical activity if they are punished by running laps? In contrast, when students are denied recess or physical education classes as punishment, positive physical activity environments are stifled. Educators have many alternatives for management in the classrooms, and should support the fitness and wellness goals of physically educated children. What Can We Do for Family Physical Activity and Recreation Time? What does family recreation time mean in your family or in your classroom? According to the Centers for Disease Control and Prevention (CDC), children and adolescents should complete 60 minutes of physical activity every day. A good portion of this physical activity should be aerobic in nature and of moderate to vigorous level (www.cdc. gov/physicalactivity/everyone/ guidelines/children. html). The National Football League has launched a campaign called Play 60, in the hopes of raising awareness that 60 minutes of physical activity a day could help combat the obesity crisis. Engaging in activities together on a daily basis, such as taking a brisk walk or playing active games, can be beneficial for the entire family. Physical activity can be integrated into otherwise sedentary activities. For example, while watching television, challenge children (and yourself) to perform curl-ups during the first commercial break, jog in place for the second commercial break, and perform push-ups for the third commercial break. Activity can even be added into homework time. For example, children working on

Appendix A contd
multiplication skills can compute 6 ? 3 = 18, and then complete 18 hops on one foot or 18 jumps in place. Have fun as a family and let your kids know that getting healthy starts with getting exercise. No matter the physical activity, serve as a role model and integrate physical activity into daily activities in your quest to be physically educated. Where Can I Turn for Resources? http://letsmove.gov/ February 2010. Michelle Obama has launched the Let's Mom' Campaign. Let's Move /with the ambitious and important goal of solving the epidemic of childhood obesity within a generation. www.cdc.gov/obesity/. The Centers for Disease Control and Prevention (CDC) provide definitions and calculations for determining obesity and overweight. www.cdc.gov/physicalactivity/everyone/ guidelines/childrenhtml. This site helps explain how much physical activity childrenandadolescents need. www.aahperd.org/naspe/standards/ nationalStandards/standardsbackground.cfm. This is a great resource to check the standards for physical education and find support for highquality physical education, sport, and physical activity programs. www.aahperd.org/naspe/advocacy/ events/ may Week/ index.cfm. Each year, NASPE develops activities for teachers and their students to do during National Physical Education and Sport Week, May 1-7. www.cdc.gov/physicalactivity/everyone/ getactive/children.html. Making physical activity a part of a child's life. The CDC provides recommendations for ways that children and adolescents can meet the physical activity guidelines, as well as suggested activities that can getandkeep your child active. www.mypyramid.gov/. This USDA site offers personalized eating plans and interactive tools to help you plan and assess your food choices based on the Dietary Guidelines for Americans. Check out www.mypyramid.gov/ kids/ index.html, a resource designed specifically for children ages 6-11. www.nflrush.com/ play60/parents. NFL PLAY 60 is the NFL Movement for an Active and Healthy Generation, encouraging kids to play for 60 minutes every day in order to "tackle" childhood obesity. Teachers can access a curriculum of easy ways to get their school more active and healthy. Parents can explore site for fun play ideas. Sandy Wilson is an Associate Professor andP r o gram Coordinator of Physical Education Teacher Education, Department of Early Childhood, Elementary, Physical and Special Education, College of Education, Coastal Carolina University, Conway, SC. Copyright Association for Childhood Education International Spring 2011 Word count: 1349 Wilson, S. (2011). Being active together: How to raise a physically educated child. Childhood Education, 87(3), 202-202-203. Retrieved from http://search.proquest.com/docview/854503765?accountid=13158

Appendix B
Obesity; 'Welcome to the NFL' Says Healthy Weight Commitment Foundation
2011 APR 13 - (VerticalNews.com) -- The Healthy Weight Commitment Foundation today welcomed the NFL as the Foundation's 150th member. This new relationship combines a popular and respected sports icon with a national organization of business and public interest organizations in a common commitment to reducing obesity. "This is a touchdown for the cause of physical activity among kids," said HWCF executive director Lisa Gable. "The NFL is not only a symbol of physical fitness and physical activity, but has already proven to be a significant force in curbing obesity among kids, through NFL PLAY 60." Begun in 2007, NFL PLAY 60, the NFL's Movement for an Active and Healthy Generation, actively encourages young people to lead a healthy lifestyle. Through in-school, afterschool and team-based programs and partnerships with like-minded organizations, NFL PLAY 60 encourages kids to play for 60 minutes every day in order to tackle childhood obesity. The NFL PLAY 60 website (www.nflrush.com/play60/) offers innovative play ideas for kids and families to help parents encourage their children to be physically active. In partnership with the American Heart Association, NFL PLAY 60 also provides educators with a curriculum of easy ways for schools to encourage physical activity among their students. The Discovery Education Energy Balance 101 website (http://energybalance101.com/), cosponsored by the Healthy Weight Commitment Foundation, has also used NFL PLAY 60 to promote the "calories out" part of the energy balance equation. Increased physical activity - especially among children - is a prime goal of the Healthy Weight Commitment Foundation. The Foundation is committed to combating obesity by promoting energy balance - fewer calories in and more calories expended through healthy, physical activity. "Football is a vital part of American culture - from rooting for the high school team to watching the Super Bowl," Ms Gable pointed out. "Through their leadership in the effort to reduce childhood obesity, the NFL has sent a clear message to kids: Daily physical activity is crucial in ensuring a healthy body - and a healthy America." The NFL is the second professional sports association to become a member the HWCF, joining the PGA. Read the full release and learn more about the Healthy Weight Commitment Foundation (www.healthyweightcommit.org). SOURCE Healthy Weight Commitment Foundation Healthy Weight Commitment Foundation Keywords: Bariatrics, Curriculum, Diet and Nutrition, Education, Healthy Weight Commitment Foundation, Nutrition Disorders, Obesity, Overnutrition. This article was prepared by Education Business Weekly editors from staff and other reports. Copyright 2011, Education Business Weekly via VerticalNews.com. (c)Copyright 2011, Education Business Weekly via NewsRx.co Obesity; 'welcome to the NFL' says healthy weight commitment foundation. (2011). Education Business Weekly, , 13. Retrieved from http://search.proquest.com/docview/860257824?accountid=13158

Appendix C
It's time to get moving
Run. Catch.

Throw.

Football isn't just for watching; it can get kids moving. More than 2,000 kids did just that at the fan-friendly NFL Experience during Super Bowl week. The event offered youth football clinics as part of NFL Play 60, a program that challenges kids to be physically active for at least 60 minutes each day. NFL players from the Dallas Cowboys' Orlando Scandrick to the Cincinnati Bengals' Chinedum Ndukwe helped put the kids through their paces. The goals: better health and preventing childhood obesity. But there's also another payoff: Results from 2009 studies of 3.5 million students in New York City and Texas show a link between higher physical fitness scores and higher academic test scores, according to the NFL. Information about NFL Play 60 and other youth activities can be found at NFLrush.com. Now that kids have chalked up more time on the sofa watching the big game, it's time for that other super idea: get moving.

(c) USA TODAY, 2011 "It's time to get moving." USA Today n.d.: Academic Search Complete. EBSCO. Web. http://web.ebscohost.com/ehost/detail?vid=7&hid=7&sid=dbbeb798-91b0-47bc-bbab92d3178960df%40sessionmgr4&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=a9h& AN=J0E02704931771123 Oct. 2011.

Appendix D
N.F.L. Takes Active Role Against Obesity
The children playing football next to the East River in Manhattan on Tuesday did not look like a demographic in trouble, just kids looking for a game after school. But they were the target audience for the N.F.L.'s annual day of service in support of Play 60, its effort to stop childhood obesity by encouraging children to be active for at least an hour a day. Across the country, players rebuilt parks, conducted football clinics and, unintentionally or not, used their physical appearance to send a message: ignore the girth, even the biggest guys can move. The N.F.L., full of 300-pound men and reliant on the high schools and colleges that propel more large boys into the pipeline, would seem an incongruous standard-bearer for the cause. Childhood obesity experts, however, say athletes present powerful body image role models, particularly for boys. And the N.F.L. picked the cause in part because it figured children would be more likely to listen to athletes on an issue that was clearly relevant to their success: taking care of their bodies.

''They can relate -- we're really just big kids playing the game,'' Roberto Garza, a 6-foot-2, 310pound guard for the Chicago Bears, said in a telephone interview. ''In the N.F.L. before, you used to see a lot of big and out-of-shape guys. Now, you see a lot of offensive linemen who are really buff, and we say now you can move better. We're trying to say you can be like N.F.L. players -- you can be healthy and lead a better lifestyle.''

Play 60 was started a year ago with a goal of helping to reverse the obesity trend by 2012. A study published this year in the Journal of the American Medical Association indicated that childhood obesity rates, which have been climbing for more than 20 years, might be leveling off. Even if the halt in childhood weight gain is permanent, 32 percent of American schoolchildren are already overweight or obese, putting them at risk for weight-related health issues as they get older.

Dr. David Ludwig, the director of the childhood obesity program at Children's Hospital in Boston, applauded the N.F.L. for taking on childhood obesity, but he said he hoped the league

Appendix D contd
would broaden its message if it was serious about reversing obesity. ''The message needs to be consistent,'' Ludwig said. ''I would call on them to provide a more consistent and comprehensive message through equal attention to nutrition qualities, physical activity, getting rid of junk-food sponsorships. And lastly, role-modeling healthful behaviors, the players themselves. Healthy eating and a commitment to avoiding steroid abuse, which is related, because it affects body image and establishes these unreal images, especially for boys.'' Two studies published last year indicated that high school boys who played football -- especially those who played on the offensive and defensive lines -- had more weight problems than other boys. That would seem to be impact of the even-bigger-is-better ethos so apparent in the N.F.L. Some experts have even suggested that there should be weight restrictions at all levels of football, even the N.F.L. ''You never rule something like that out,'' N.F.L. Commissioner Roger Goodell said. ''But the reality is, kids are just bigger now than before. You'd have to think hard about that one. ''Whether in professional sports or outside, we all look different. It doesn't mean you can't be physically fit. Do we have a lot of big players? Yes. Do we have a few who have a little extra around the waist? Yes. It doesn't mean they're not physically fit.'' Professional athletes, of course, have decided advantages over children: state-of-the-art workout facilities, trainers to monitor their routines and nutritionists to guide their diets. Innercity children have particular trouble, experts said. As school physical education programs dwindle, children may have little or no opportunity for safe physical activity during the day. And the living room offers enticements to stay sedentary. ''I tell them, It's harder on you now than it was on me,'' Giants quarterback Eli Manning said. ''They've got all these cool games to play. That's not exercising. We had a Nintendo, and we played that when it rained -- that's what the purpose of that was. I tell them, I promise you it's more fun playing those games outside than it is inside on a video game.'' That is where the day of service came in. The Carolina Panthers planned to take children rafting. The Kansas City Chiefs were building a playground. Several teams were building fitness rooms at local community centers. In New Orleans, the Saints were planning to take part in a school's field day.

Appendix D contd
'' Maybe it's all that Southern cooking, and it gets so hot, most people think they have to stay inside,'' Saints quarterback Drew Brees said. ''It's even more important in those areas where you know people have a higher percentage of weight problems.'' He added, ''Kids will never listen to their parents, but if you get an athlete or an entertainer, the message may get through.'' By JUDY BATTISTA

BATTISTA, J. (2008, October 8). N.F.L. Takes Active Role Against Obesity. New York Times. p. 22. Retrieved from EBSCOhost..

Appendix E
Back to the Basics: Eat Right and Get Active
For 20 years, obesity rates have been climbing to their currently alarming levels. At first, we warned of adult health issues and the need to lose weight. Now we are calling the weight problem a pandemic, and it is affecting children as much or more than adults. Over those years, we have seen the prevalence of obesity increase from 5 to 12 percent in two- to five-year-old children, from 6.5 to 17 percent in six- to 11-year-olds, and from 5 to 18 percent in 12- to 19-year-olds in the United States (Ogden, Carroll, & Flegal, 2008; Ogden et al., 2006). Males ages six to 19 years have continued to increase their weight levels above already historic highs (Ogden, Carroll, Curtin, Lamb, & Flegal, 2010). Black children had a 51 percent higher prevalence of obesity, and Hispanic children had a 21 percent higher obesity prevalence, compared to white children. Greater obesity rates for both black and white children were found in the South and Midwest United States than in the West and Northeast. Hispanics in the Northeast had lower obesity rates than Hispanics in the Midwest, South orWest (Centers for Disease Control and Prevention [CDC], 2009; Ogden et al., 2006). National and state health, physical education, recreation, and dance professionals; the CDC; American Heart Association; and many other associations have been talking for at least 10 years about the growing obesity problem and the lack of physical activity during the school day. However, they have run into many roadblocks from school administrators and state officials, who have reduced health and physical education class time or taken the courses out of the curriculum completely. Obviously the right people have not spoken until now. In the past year, three key voices have spoken to draw attention to the importance of making drastic changes for children if we want them to outlive their parents. One is the United States Army. According to Defense Department figures, over the past four years 47,447 potential recruits flunked induction physicals because they were overweight (Miles, 2009). That is a fraction of the 205,902 such exams given in 2005 and 250,764 in 2008, but it is still a significant number. Other physically demanding jobs, including firefighters and the police forces, have expressed similar concern about applicants' fitness. Deputy Chief Ed Nied, chair of the safety, health, and survival section of the International Association of Fire Chiefs, said that fire departments are also making a "major push" to encourage better fitness among young people who want to join (Schafer, 2009). Nied stated that poor fitness comes from a lack of physical education in the high schools. A second voice is the National Football League (NFL). They have started a major push to change the way our nation thinks about sedentary lifestyles and the high obesity rates among children and youths (Keep

Appendix E contd
Gym in School, 2009). They advocate for keeping physical education in the schools through their campaign, Keep Gym in School. As part of the league's NFL PLAY 60 youth health and fitness campaign. Keep Gym in School is NFL Network's comprehensive national program to boost fitness and physical education in America's middle schools. "It's more important than ever to give every student the opportunity to participate in quality physical education," said Dena Kaplan, senior vice president of marketing for NFL Network. "NFL Network is dedicated to the long-term success of physical education. That's why we are expanding the reach of our successful Keep Gym in School program to help more kids have access to physical activity in school." In the 2009-2010 schoolyear, NFL Network is expanding its reach and will work directly with more than 150 schools across the country- more than double the number of schools it served in the inaugural year of the program- through school adoptions, grants, and fitness programs. In partnership with the New York Giants, Baltimore Ravens, New England Patriots, and Chicago Bears, Keep Gym in School will refurbish physical education programs and host NFL minicamps at four middle schools. In addition, NFL Network is inviting the public to nominate their local middle schools for one of ten $1 ,000 Keep Gym in School grants (at www.keepgyminschool. com) and is engaging middle school students from across the country in the NFL Network InSchool Fitness Program. The third voice is First Lady Michelle Obama. She has acknowledged that obesity is an epidemic and one of the greatest threats to America's health and economy. She announced on January 20, 2010, at the U.S. Conference of Mayors, that she would launch a major initiative in February to combat the problem of childhood obesity (Helmich, 2010). Its purpose, she said, was "to put in place common-sense initiatives and solutions that empower families and communities to make healthy decisions for their kids." This effort would have the federal government work with (ocal officials and business and nonprofit leaders to provide more nutritious food in schools, to increase the physical activity opportunities for kids, and to expand communities' access to food that is healthful and affordable. She said, "We don't need to wait for some new invention or discovery to make this happen. This doesn't require fancy tools or technologies. We have everything we need right now- we have the information, we have the ideas, and we have the desire to start solving America's childhood obesity problem. The only question is whether we have the will." These three voices are beginning to wake up America. The obesity problem did not happen overnight and will not change overnight, but having the backing of the White House, the NFL, and the armed forces definitely helps. All three have mentioned two very simple principles: eat right and get active. Two of the three have also voiced the importance of physical education in schools. Now is the time for health, physical education, recreation, and dance specialists to get on the bandwagon with these three voices to make a difference in schools. Many programs have developed out of a desire to take

Appendix E contd
advantage of the money that can be made from the obesity epidemic (e.g., boot camps, fitness camps, weight-loss camps). Many of these camps are designed to get kids in shape in a six- to 10-week period, but they are short-term fixes, just like diets. Short-term camps will not work in the long term. It takes at least six months of continual practice to create a behavior change (Prochaska, Johnson, & Lee, 2009). Physical education programs offered daily at school as year-long courses will be much more effective than boot camps, weight loss camps, or fitness camps if we do the following: (1) teach nutrition and healthy eating habits regularly (2-3 days per week in the physical activities introduced in the physical education classes); (2) teach why it is important to be physically active now, not 20 years from now; (3) introduce a variety of physical activities so that children can decide what activities they can be more successful in and enjoy more because of their own interests and skills; and (4) continuously impress on the children how important regular physical activity is for brain power and physical power. In conclusion, behavior change requires a change in one's environment, a change in one's thought patterns, and a goal to better oneself. My hope is that through the new voices of influence mentioned in this article and our powerful venues in the schools (health, physical education, recreation, and dance classes), we can begin to chip away at the obesity glacier by changing the way people think about and act toward eating right and getting physically active. I really do not want to see this generation of children die before their parents, but if they do not get the message soon, the fact is this will be the first generation of children to do so. As Michelle Obama said, "Do we have the 'will' to change behaviors?" I am throwing down the gauntlet for us as one of the largest physical activity and health organizations in the nation to do the following: come together as a task force and create a plan for pressuring schools across the nation to put daily, structured, physical education classes back in the schools for all K-12 students. Illinois, for example, is doing a great job with requiring physical education for all grade levels. Let us get a plan in place to push for a physical education initiative across the country. For list of References, visit, http://search.proquest.com/education/docview/215757115/1329D8620D51DC8189A/9?accountid=1 3158 Rhea, D. J. (2010). Back to the basics: Eat right and get active. Journal of Physical Education, Recreation & Dance, 81(3), 4-4-5,56. Retrieved from http://search.proquest.com/docview/215757115?accountid=13158

Appendix F
Washington Post Health and Science Childhood Obesity Editorial http://supporters.fueluptoplay60.com/wpcontent/uploads/Compiled-WashPost-Special-SectionPages.pdf

Appendix G
Washington Post Live to Host Childhood Obesity Summit Dominique Dawes, Carla Hall, and Health Officials to Offer Ways to Help Kids be Healthier March 11, 2011WASHINGTONWashington Post Live, the conference and events division of The Washington Post, will gather some of the nations top leaders in government, health, academia and the community to participate in Weighing in on Americas Future: Childhood Obesity Summit. In partnership with Fuel Up to Play 60 and Gen YOUth Foundation, the discussion will be held at The Washington Post on Tuesday, March 15, 2011 at 9am and the video will be streamed live at www.washingtonpostlive.com. The summit will spotlight the best practices and new solutions to combat childhood obesity. The discussion will be divided into three panel sessions focusing on the role of government, the health impacts of obesity on kids, and the role of schools and the community. Norah O'Donnell, NBC correspondent and author of Baby Love: Healthy, Easy, Delicious Meals for Your Baby and Toddler, will be a moderator at the event. Participating panelists will include the following: Sen. Tom Harkin (D-Iowa) Sen. Mark Udall (D-Colorado) Former Republican Governor of Maryland Bob Ehrlich Deputy Secretary of Agriculture Kathleen Merrigan Dr. David Satcher, Director of Satcher Health Leadership Institute at the Morehouse School of Medicine and former U.S. Surgeon General Dominique Dawes, former Olympic athlete and cochair of the President's Council on Fitness, Sports and Nutrition Robin Schepper, Executive Director of Let's Move! Dr. Yvonne Maddox, National Institute of Child Health and Human Development, NIH Rear Admiral Susan Blumenthal, M.D., M.P.A.(ret.), former U.S. Assistant Surgeon General Marla Caplon, Director, Division of Food and Nutrition Services for Montgomery County Public Schools Larry Kocot, Engelberg Center for Health Care Reform at the Brookings Institution Carla Hall of Bravos Top Chef All Stars will also be on-site to cook. She will make each meal for $2.32, the amount the federal government spends on many school lunch meals in over 100,000 schools in America. To view the live discussion or read more about the summit panelists, visit www.washingtonpostlive.com. Join the conversation on Twitter by using the hashtag #WeighingIn. The Washington Post provides award-winning news and understanding about the politics, policies, personalities and institutions that make Washington, D.C. the world's seat of power, and is a critical tool and information source for those who call Washington, D.C. home. In digital form, The Washington Post combines its world-class journalism with the latest technology and tools, and encourages participation and customization across all platforms so readers can engage with The Washington Post anytime, anywhere. The Washington Post is owned by The Washington Post Company (NYSE: WPO), a diversified education and media company. About Fuel Up to Play 60 Fuel Up to Play 60 is an in-school nutrition and physical activity program launched by National Dairy Council (NDC) and National Football League (NFL), with additional partnership support from U.S. Department of Agriculture (USDA). The program encourages youth to consume

Appendix G contd
About The Washington Post (www.washingtonpost.com) nutrient-rich foods (low-fat and fat-free dairy, fruits, vegetables and whole grains) and achieve at least 60 minutes of physical activity every day. Fuel Up to Play 60 is designed to engage and empower youth to take action for their own health by implementing long-term, positive changes for themselves and their schools. Customizable and nonprescriptive program components are grounded in research with youth, including tools and resources, inschool promotional materials, a website and student challenges. Fuel Up to Play 60 is further supported by several health and nutrition organizations: Action for Healthy Kids, American Academy of Family Physicians, American Academy of Pediatrics, American Dietetic Association, National Hispanic Medical Association, National Medical Association and School Nutrition Association. Visit www.FuelUpToPlay60.com to learn more. About Gen YOUth Foundation Today, over one-third of American children are either overweight or obese. If the trend continues, todays children may be the first generation with shorter life expectancies than their parents. In response to this epidemic, Gen YOUth Foundation was founded to inspire youth behavior change. Gen YOUth Foundation is launched with initial funding from four founding partners: Dominos Pizza, Kraft Foods, LALA USA and Leprino Foods, with additional funding from dairy farmers through NDC. It invites business and philanthropic partners who share in its mission to join its efforts in pursuing a sustainable solution to the childhood obesity epidemic and help ensure that Americas children have access to the health and wellness information that will help them succeed. Gen YOUth Foundation will demonstrate that when youth are given a voice, change can happen. For more information, visit www.genyouthfoundation.org Media resources, including press conference video footage and photos are available at www.FuelUpToPlay60MediaResources.com.

Appendix H
Press release template for schools hosting Fuel Up to Play60 programs.
Fuel Up to Play 60 Logo] [School name, Logo] FOR IMMEDIATE RELEASE [Insert Date] CONTACT: [insert name] [insert phone #]

[Insert title]

(City, State) [insert date] [Insert School/District] is taking the lead for student health by participating in a nationwide wellness initiative. Community-focused and fun, Fuel Up to Play 60 is activating schools and communities to support school wellness initiatives, good nutrition and physical activity, which help educate students and curb obesity. In partnership with the National Dairy Council (NDC) and the National Football League (NFL), [insert school/district] and its students are recruiting friends, parents, teachers and business and community leaders to join them in pledging to adopt healthier behaviors, such as choosing foods encouraged by the United States Department of Agriculture, which has also joined the initiative, and committing to 60 minutes of physical activity every day. [insert school] will host Fuel Up to Play 60 [insert event/program details: date, time, location. Talk about what your school is doing and how you want to achieve results.] [Insert a quote from your team or Program Advisor(s) or modify this quote] Our school is in a unique position to influence the eating and physical activity habits of students, says [insert school/community leader name, title]. We need community-wide support to help our students build positive, lifelong habits, and Fuel Up to Play 60 provides the healthy messages, resources and activities we need to get started.

Appendix I
Sports Authority and NFL PLAY 60 Kick Off 'Pass the Good' Donation Program: Sports Authority Teams with the NFL and USA Football to Help Youth Get Active and Play 60 Minutes Every Day
DENVER, Nov. 23, 2010 /PRNewswire/ -- Further enforcing its commitment to encouraging youth sports participation and promoting physical activity in America's youth, Sports Authority, in conjunction with NFL PLAY 60 and USA Football, the official youth football development partner of the NFL, today announced the launch of the "Pass the Good" donation program. Kicking off in time for the holiday season, Sports Authority will offer customers the opportunity to donate their football cleats, gloves and officially licensed NFL apparel at Sports Authority locations nationwide to help youth in their local communities stay active and healthy as part of NFL PLAY 60, the league's youth health and fitness campaign. Those who donate merchandise through the "Pass the Good" program will receive a $10 Sports Authority cash card in return, good toward an in-store purchase. The gear and apparel collected during the six-week campaign will be distributed to youth football leagues in need nationwide who are affiliated with USA Football. Actively involved are NFL Champion Michael Strahan and Minnesota Vikings running back Adrian Peterson, who are both inspired by and supportive of the "Pass the Good" program. They will both be featured in a national TV advertising surrounding the campaign. NFL PLAY 60 aims to tackle the growing trend of childhood obesity by getting kids active through in-school, afterschool and team-based programs, online child-targeted outreach on NFLRUSH.com and through relationships with like-minded organizations such as Sports Authority, in conjunction with USA Football. "Sports Authority is proud to team with NFL PLAY 60 and USA Football to encourage youth sports participation and physical activity through the "Pass the Good" donation program," said Sports Authority CEO, David Campisi. "Ensuring that our nation's youth all have the opportunity to get involved in team sports is of paramount importance to Sports Authority and we are honored to have the opportunity to help spearhead this campaign together with the NFL. By

Appendix I contd
encouraging America's youth to 'PLAY 60' today, we are ensuring a healthier tomorrow for children across the country. " According to the most recent National Health and Nutrition Examination Survey, an estimated 16.9% of children and adolescents aged 2-19 years are obese. Further, according to the 2010 Sports Participation in America Report by the Sporting Goods Manufacturers Association (SGMA), those who are active during their school years are three times more likely to be very active as adults and more than twice as likely to take part in high calorie-burning activities. "By teaming with Sports Authority on 'Pass the Good,' we are helping kids nationwide get active and healthy," said NFL Vice President of Fan Strategy and Marketing, Peter O'Reilly. "We are pleased to be working with Sports Authority and USA Football on such an important cause." The "Pass the Good" campaign will run from November 22, 2010 through January 2, 2011. Donations of cleats, gloves and NFL apparel can be made at any of Sports Authority's 462 stores nationwide. Donations in good condition will be distributed by USA Football to clubs, leagues and families in need of gear. Additional information can be found at www.sportsauthority.com/passthegood. About Sports Authority Headquartered in Englewood, CO, Sports Authority is one of the nation's largest full-line sporting goods retailers, offering a comprehensive and high-quality assortment of brand name sporting apparel and equipment at competitive prices. Sports Authority is staffed with experts in all areas of sports and fitness related topics, and strives to be the ultimate "authority," both on and off the field. Whether in the game or cheering from the sidelines, Sports Authority is the leading destination for consumers to fulfill their own sports equipment needs, as well as find their favorite team's apparel. Sports Authority operates more than 460 stores in 45 states, and employs more than 17,000 people nationwide. It also operates stores in Japan under a licensing agreement with AEON Co., Ltd. The company's e-commerce website is located at www.sportsauthority.com. About NFL Play 60 Designed to tackle childhood obesity, NFL PLAY 60 brings together the NFL's long-standing commitment to health and fitness with organizations like the Sports Authority. PLAY 60 is also

Appendix I contd
implemented locally, as part of the NFL's in-school, after-school and team-based programs. For more information, visit www.NFLRush.com/play60. About USA Football USA Football, the sport's national governing body, conducts more than 80 football training events annually offering education for coaches, skill development for players and resources for youth football league commissioners. The independent non-profit is the official youth football development partner of the NFL, its 32 teams and the NFL Players Association. USA Football manages U.S. national teams within the sport for international competition and provides $1 million annually in equipment grants for America's youth and high school football programs based on merit and need. Endowed by the NFL and NFLPA in 2002 through the NFL Youth Football Fund, USA Football is chaired by former NFL team executive Carl Peterson. Sports authority and NFL PLAY 60 kick off 'pass the good' donation program (2010). . United States, New York: PR Newswire Association LLC. Retrieved from http://search.proquest.com/docview/807743023?accountid=13158.

Appendix J, K
Childhood Obesity Study http://aspe.hhs.gov/health/reports/child_obesity/#_ftn1

Physical Education Study

http://www.everydaychoices.org/082008/PE%20in%20Schools%20Statement%20ACS%20ADA %20AHA%205.27.08%20_final_.pdf