Cartoon Network Takes on Childhood Obesity - Event Marketer

Cartoon Network Takes on Childhood Obesity

DB_CartoonNetwork_Book1
Brand: CARTOON NETWORK
Agency: BFG COMMUNICATIONS
Year: 2008

Cartoon Network refreshed its six-year-old tour by changing its platform from Get Animated to the Move-It-Movement. The new tour (and website moveitmovement.com) offered activity stations and tips for families on how to combat childhood obesity through a healthy lifestyle. The 30-city tour kicked off in Washington D.C. and continued to visit local baseball and soccer games, community parks and festivals throughout the summer.

“As much as we like to entertain with TV shows, we also want to get children moving,” says Lee Blevins, Director of Consumer Marketing at Cartoon Network. “We want to establish an authentic dialogue with kids and families so that they’ll continue to look to our on-air, digital or in-market [content] for the next cue for what they can do to get motivated and stay active.”

The scalable footprint could be as large as 10,000 square feet and featured multiple activity and learning stations for the whole family, including its newest addition, the Skate Park Challenge, where BMX and skateboard experts showed off their talents followed by an interactive safety and riding tips session. Other activities included the NBA/WNBA Fit Activity Zone where kids demoed their fitness level through games, like basketball, and the Soccer Shootout Challenge that allowed participants to test their goal scoring skills.

To help spread its message Cartoon Network partnered with several organizations like after school programs, the Boys & Girls Clubs of America and the President’s Council on Physical Fitness & Sports. In select markets it also brought in local athletes to share more about their sports programs and how kids could join in.

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